NAIROBI, March 10 (Xinhua) -- Kenya's tourism board said Tuesday it will capitalize on the World Rally Championship Safari Rally, set to begin Thursday, to promote the East African nation as a premier sports tourism destination.
The Kenya Tourism Board (KTB) said more than 10,000 regional visitors are expected to attend the four-day event in Naivasha, about 90 km northwest of the capital, Nairobi.
KTB Chief Executive Officer June Chepkemei said the agency is using the rally to position Kenya as a multi-experience destination, where visitors can combine coastal excursions, cultural activities, and high-octane motorsports.
Chepkemei said over 10,000 fans from Uganda, Tanzania, Rwanda, the Democratic Republic of the Congo (DRC), and Ethiopia are expected to join local and international spectators for the 2026 Safari Rally.
Emmanuel Mugagga, leader of the Uganda Rally Hunters, said the event offers a chance to explore Kenya's attractions beyond motorsport.
"We are incorporating tourism into our rally experience this year. We have been to Diani Beach, explored the coral reefs, and sampled prawns and shrimps, as well as the vibrant nightlife at the coast," Mugaga said.
In 2025, the East African region contributed 568,264 tourists to Kenya, with Uganda accounting for 41 percent of arrivals at 238,595 visitors, representing 5.78 percent year-on-year growth, according to KTB statistics.
During the same period, visitor numbers from Tanzania grew by 4.46 percent to 212,365, while arrivals from Rwanda and the DRC increased by 9.46 percent and 15.96 percent, reaching 72,094 and 45,210 visitors, respectively. ■