The Safari Rally Kenya is becoming a key economic enabler for thousands of Kenyans and corporates, making significant contributions to the economy, particularly in the tourism industry and for small-scale traders.

Since its return in 2021 after 19 years, Naivasha and its environs have become a magnet for motorsport enthusiasts, as thousands of fans flock to this lakeside town to witness rally cars take on the rugged and dusty terrains in a one-week extravaganza.

For local traders, these rally stages become thriving markets, with hoteliers and Airbnb operators enjoying full bed capacities and vendors selling everything from food and drinks to camping gear and souvenirs.

Hoteliers and tourism stakeholders in Naivasha and its environs have reported a boom in business due to the influx of local and international revelers who have trooped to the region for the 2025 WRC Safari Rally Kenya.

Hotelier Susan Muli Mwangi of Grand Tiara Hotel noted that the influx of visitors has led to full occupancy of hotels in the region, with the spillover effect extending to other accommodation options. She stated that the hospitality industry has been a major beneficiary of the rally since its return to Kenyan soil in 2021.

“We have had a lot of investments in serviced apartments, hotels, boutique hotels, and guest houses in the last five years since the rally returned to Kenya. The trickle-down effect has been immense, with new petrol stations, shops, and supermarkets sprouting up to cater to the influx of visitors.”

The event has also generated significant buzz for Kenya’s tourism sector, especially through meetings organized in hotels to plan the event, as well as corporate gatherings in remote locations. It has also provided opportunities for small businesses, hawkers, and vendors, many of whom rely on the rally season as a major income source.

The event contributes significantly to Kenya’s economy by attracting travelers who spend money on accommodation, food, transportation, and other services, boosting revenue for local businesses.

This aligns with the growth in Kenya’s tourism numbers, as reflected in the 2024 Tourism Performance Report. Domestic tourism recorded a 16 per cent increase in bed night occupancy, from 8,632,803 in 2023 to 9,992,721 in 2024. International occupancy numbers also rose from 4,014,707 in 2023 to 4,818,755 in 2024, indicating a 20 percent growth.

Additionally, the event has boosted trade for local vendors, with the convenience and seamless use of M-PESA greatly influencing transactions. In these often remote areas, cashless transactions have become a lifeline for both traders and customers.

For food vendors like Samuel Osore, a resident of Naivasha who has attended every Safari Rally event since its return, M-PESA has transformed operations. Osore, who sells chapatis, smokies, sausages, and samosas at the spectator stages, says that cashless payment through M-PESA has made his business more efficient and customer-friendly.

“Since I started my business and whenever I am here at the rally, I have always preferred cashless payments because they are very convenient for me as a businessperson. As you can see, I have a Lipa Na M-PESA Till where my customers can make quick payments. This saves me time looking for change, allowing me to serve more customers within a short time. Most of the people buying also do not carry physical cash nowadays, hence M-PESA is more preferred. It’s fast, safe, and convenient. For a small vendor like me, it gives me peace of mind, especially in such a fast-paced environment where every second counts and you can easily misplace your money,” says Osore.

According to the Tourism Research Institute, the WRC Safari Rally in 2021 generated Sh8.258 billion in total tourism internal demand between June and July in the lead-up to the event. It also injected Sh38 billion in total economic value and Sh4.5 billion in free media publicity.

The success of the WRC Safari Rally has prompted calls from hoteliers urging the government to extend the event’s tenure in Naivasha beyond 2026, when Kenya’s hosting rights are set to expire. They cited substantial investments made in the hospitality industry and the diversity of the region’s attractions, which continue to draw tourists. These include Lake Elementaita, Lake Naivasha, and Lake Nakuru, as well as the Aberdare Forest, Hell’s Gate National Park, and the geothermal spa.

June Chepkemei, CEO of the Kenya Tourism Board (KTB), lauded the rally’s impact on the local tourism industry, noting that events like the WRC Safari Rally are crucial for driving sustainable tourism growth and boosting the sector’s contribution to the economy.

“It is gratifying to note that the rally participants will extend their stays after the championship to tour other parts of the country, including all the way to the Kenyan coast besides Nairobi,” said the CEO.

The WRC has reaffirmed its commitment to extending its partnership with Safari Rally Kenya, with negotiations for a new long-term contract with the Kenyan government currently underway.

Speaking on Saturday, WRC Promoter GmbH Event Director Simon Larkin confirmed that discussions had also been held with several leading Kenyan companies to expand their involvement in the event. The current agreement between Safari Rally and the WRC runs until 2026 after the initial five-year contract, signed in 2021, was extended by one year.

Cabinet Secretary for Youth Affairs, Creative Economy, and Sports, Salim Mvurya, announced that the government is actively seeking to retain the Safari Rally as part of the global circuit beyond 2026. “This is something we’ve been working on with President (William) Ruto and the Cabinet Secretary for a while now. We’ve had a fairly long commitment up until now, and we have a contract for 2026. There’s no doubt about that, but we have a history with Safari Rally Kenya of ensuring early renewals. We see a long-term commitment here in Kenya,” Larkin said.

He revealed that negotiations for the contract renewal began soon after last year’s edition of the rally. Larkin also echoed President Ruto’s remarks during Thursday’s ceremonial flag-off of the 2025 WRC Safari Rally in Nairobi, where the Head of State called for the privatization of the event.

“We think privatization is the best way for the event to grow and for the government to reduce its financial burden. Some of the biggest companies here have expressed a strong commitment to increasing their investment in the event,” Larkin noted.