SECTOR: Kenya tourism sector is set to reap big from the upcoming East Africa Safari Classic Rally scheduled for between February 10 and 19.

Hotels dotting the safari rally route that is set for flag off from Nakuru County are already reporting booking upsurge in the legendary nine-day rally expected to cover 5,000 kilometres across 11 counties and over 360 towns, putting a focus on attractions within these regions.

Nakuru, Laikipia, Kajiado, Taita, Kilifi, and Kajiado among others will get a glimpse of the action.The classic rally revives the spirit of the original Safari Rally, which puts Kenya and East Africa on the global motorsport map and earned an unassailable reputation as the world’s toughest rally.

Kenya Tourism Board (KTB) CEO, Betty Radier (pictured) said such motorsport events are crucial in enhancing a destination’s attractiveness and competitiveness. “Due to the kilometres and routes covered in the destination, motorsport puts a focus on attractions and enables visitors and prospective travellers to get a glimpse of the destinations’ offerings,” she said.

Radier added: “We are glad to be hosting the East Africa Safari Classic now because the event will trigger a boost in tourism and strengthen the destination’s image, among other benefits.”

She said KTB will be activating and leveraging the global coverage during the event to showcase Kenya’s preparedness and enhance the top of mind awareness of the destination among travellers whose travel plans have been hampered by travel restrictions as a result of the Covid-19 pandemic.

Last year, Kenya welcomed back the World Rally Championship (WRC) after a 19-year hiatus, setting the stage for Kenya to showcase its preparedness. Radier said last year the country saw the benefit that the WRC Safari Rally had to the tourism and hospitality business, especially in the host region of Naivasha and Nakuru where hotels were fully booked and people had a good time.