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.

More than 10,000 fans from neighbouring countries, including Uganda, Tanzania, Rwanda, the Democratic Republic of the Congo, and Ethiopia, are expected to join both local and international spectators for the 2026 event.

For many visitors, the rally also provides an opportunity to explore other destinations in Kenya. Rally enthusiast Emmanuel Mugagga said his group had combined the motorsport trip with coastal tourism activities, including visits to Diani Beach, where they explored coral reefs and sampled local seafood.

Regional tourism continues to play a major role in Kenya's visitor numbers. In 2025, East Africa accounted for 568,264 tourists to the country, with Uganda recording the largest share at 238,595 arrivals, a 5.78 percent year-on-year increase.

Visitor numbers from Tanzania rose by 4.46 percent to 212,365, while arrivals from Rwanda and the Democratic Republic of the Congo increased by 9.46 percent and 15.96 percent, respectively, reaching 72,094 and 45,210 visitors.