Nakuru County is once again experiencing a major economic boost as the 2026 edition of the globally renowned World Rally Championship (WRC) Safari Rally roars into Naivasha, with an estimated 600,000 fans expected to attend the three-day motorsport spectacle.
The rally, which runs from Thursday, March 12 to Sunday March 15 has drawn 46 drivers, including 17 Kenyan competitors, and continues to cement Naivasha’s status as a leading sports tourism destination in the region. Since its return to Kenya in 2021, the Safari Rally has steadily grown into one of the country’s most significant international sporting events, attracting thousands of visitors, investors and global media attention.
Tourism and Wildlife Cabinet Secretary Rebecca Miano said the event is already delivering strong economic gains, particularly within the hospitality sector across Naivasha and the wider Nakuru County.
Speaking during a media briefing at the rally service park hosted at the Wildlife Research and Training Institute (WRTI), the Cabinet Secretary revealed that hotels and other hospitality facilities in the region are operating at full capacity due to the influx of rally enthusiasts.
According to the CS, the rally continues to demonstrate the powerful role sports tourism plays in advancing the country’s tourism growth agenda.
“The Ministry of Tourism is part of this event because we recognize the contribution it makes towards our targets of increasing tourism numbers, earnings and employment opportunities,” Miano said. “Since the resumption of the rally in Kenya, we have witnessed the establishment of new hotel facilities and increased investor interest as Naivasha continues to emerge as an important tourism destination.”
She added that the event’s impact is immediately visible during the rally period with hotels around Naivasha and Nakuru County as a whole recording nearly 100 percent occupancy, and businesses across the region experiencing increased activity.
Miano further confirmed that the government has directly invested in this year’s competition through sponsorship initiatives aimed at amplifying Kenya’s global visibility.
For the 2026 edition, the Ministry of Tourism and Wildlife, through the Kenyatta International Convention Centre (KICC), has sponsored a rally car participating in the championship.
“This is significant for us because we appreciate the platform that sports tourism offers in showcasing the beauty of Kenya to the world while positioning the country as a premier destination for conferences and tourism,” she said.
The sponsorship forms part of a broader government strategy to integrate sports tourism with the country’s growing Meetings, Incentives, Conferences and Exhibitions (MICE) sector. By participating in a globally recognized motorsport event, the government hopes to further elevate the Destination Kenya brand to millions of viewers worldwide.
Youth Affairs, Creative Economy and Sports Cabinet Secretary Salim Mvurya said the rally continues to attract strong regional interest and could set new attendance records this year.
“The excitement is big across East Africa and beyond. We expect about 10,000 visitors from the region, and overall we anticipate surpassing last year’s attendance. Last year we had about 400,000 spectators, and this year we expect around 600,000 fans,” Mvurya said.
He added that the government is collaborating with the private sector to establish a motorsport talent development academy aimed at nurturing young Kenyan drivers and technicians interested in motorsport.
“We are already working on a motorsport talent academy in collaboration with the private sector. Soon we will be making an announcement so that we can begin grooming and inspiring young talents in motorsport,” he said.
According to the government, the initiative will help develop a pipeline of skilled professionals in rally driving, vehicle engineering and motorsport management while ensuring Kenya builds long-term capacity within the sport.
