NAIROBI, March 25 (Xinhua) -- Margaret Odera fixated her eyes on the billowing dust as a rally car sped past at breakneck speed through the breathtaking plains of Hell's Gate National Park in southern Kenya.
On the final day of the 73rd Safari Rally, the third leg of the 2025 World Rally Championship (WRC), she multitasked as a group of young customers inquired about the price of soft drinks at her makeshift stall.
Odera's stall was a beehive of activity as she raced against time to sell water, juices and snacks to spectators overwhelmed by the heat as the global motorsport spectacle wrapped up in one of Kenya's most scenic Rift Valley attractions.
"The business has been good since morning, and most of us have almost been overwhelmed due to the high number of customers ready to buy cold water and soft drinks at any price," Odera said.
Kenya hosted the WRC Safari Rally in Naivasha, a resort town about 90 kilometers northwest of Nairobi, from March 20 to 23, further solidifying the country's status as a premier motorsports destination.
Flagged off by President William Ruto on March 20 in Nairobi, this year's rally set a new benchmark by attracting record numbers of local and international spectators, which also helps boost Kenya's tourism sector.
Cabinet Secretary for Tourism and Wildlife Rebecca Miano said the fifth edition of the Safari Rally since its return to the WRC calendar in 2021 is a phenomenal event that generated excitement both locally and abroad.
"We attracted about 400,000 people in three days, from 40 nationalities. Even in the East African region, we have over 30,000 people who have come from Uganda, Tanzania, and Rwanda," Miano said. "This has really redefined sports tourism in Kenya and positioned Kenya as a preferred destination for sports, for adventure."
The four-day event proved to be a windfall for Kenya's tourism sector, with hotels in Naivasha and neighboring towns fully booked. Small business owners selling artifacts, fresh produce, and traditional attire also reported brisk sales, Miano said.
"It has brought about four billion Kenyan shillings (about 30.9 million U.S. dollars) to the economy and in terms of employment, all the service providers, there are lots of employment opportunities," Miano said.
She said that sports tourism represents Kenya's next frontier for economic growth, and is expected to boost foreign exchange earnings and create new jobs, given the country's global reputation in long-distance running.
According to Miano, Kenya aims to leverage its strong sporting heritage in disciplines such as golf, motorsport, and athletics to attract tourists. A national sports tourism policy has also been enacted to accelerate the growth of this niche market.
The current contract between the Safari Rally and WRC extends until 2026, following a one-year extension agreed upon by WRC Promoter GmbH and the Kenyan government. Both parties have expressed commitment to extending their partnership further.
For hoteliers like John Getanda, executive chef at Enashipai Resort and Spa in Naivasha, the star-studded motorsport event boosted the hospitality sector, driving record-high bed occupancy and increased demand for outside catering services.
"We had very good revenues from the rally and as a Kenyan, my request is that we should be given another extra eight years to host the rally in this country," Getanda said.
He said that most guests in Naivasha hotels preferred continental cuisine, while others opted for local delicacies such as roasted meat, mashed potatoes, and traditional vegetables.
Julius Thairu, chief commercial and customer officer at Kenya Airways, said the WRC Safari Rally significantly benefited Kenya's travel and tourism industries.
As Kenya targets five million tourists annually by 2028, Thairu stressed the importance of diversifying tourism products to include sports and cultural tourism. "Kenya is renowned for our athletes and sports tourism is a fantastic way to attract new travelers to the country. That is why we are interested in such events as Safari Rally," Thairu said.
