To promote destination Kenya and stimulate travel, especially in the East African region, the Kenya Tourism Board (KTB) is seizing the marketing opportunity presented by the upcoming WRC Safari Rally.
“The world-famous motorsport tournament has immense potential for tourism growth and is among the board’s key strategies to boost arrivals from the wider East African region.” KTB Ag. Chief Executive Officer, John Chirchir says.
He then noted that during the motorsports rallys in kenya, there is increasing number of tourist arrivals from the neighboring East African countries which now rank among Kenya’s top source markets.
On march 26, John Chirchir said that the upcoming WRC Safari Rally is a prime opportunity to showcase Kenya and the East African region’s unique tourism offerings to motorsports enthusiasts and leisure travelers alike. A source market like Uganda now firmly ranks second to the USA in tourist arrivals to Kenya, having contributed 125,556 visitors in 2023 compared to 87,448 in 2022 – a 43.6% growth.
“Tanzania and Rwanda also feature prominently among our top ten source markets. We want to further stimulate interest and travel in an important regional bloc for us.” He added.
KTB is hosting several motorsports fans from Uganda ahead of the WRC Safari Rally set to roar into action this week as part of this integrated experiential marketing campaign.
The 150 motorsports fans drawn from various rally groups among Uganda’s motorsports community would later be treated to a breakfast meet and greet in Naivasha ahead of their curated itineraries that will offer them a glimpse of the country’s diverse tourism offerings.
“This initiative is aimed at capturing the interests of a well-defined niche market with high potential.” Chirchir noted.
He continuously said that there is no better way to experience the excitement of the WRC Safari Rally than being part of it. Uganda’s fervor for motorsports extends beyond its borders, influencing the broader African motorsports culture. They want to give the Uganda motorsports fans a first-hand feel of what Kenya has to offer beyond the adrenaline-filled rally tracks.
The KTB boss was optimistic about such initiatives in further complementing and boosting intra-Africa travel besides marketing the East Africa region as a single tourism circuit.
On march 28-31 was the Safari Rally where KTB was looking to boost destination visibility and showcase Kenya’s unique tourism offerings to motorsports enthusiasts and leisure travelers alike.
Recently the board in partnership with the Ministry of Sports and the WRC hosted top drivers for an excursion trip to the Maasai Mara National Reserve as part of this integrated campaign to immerse key influencers in the quintessential Kenyan safari experience.
