Dust, Speed, twists, roar, thrill - The World Rally Championship Safari Rally is more than just a motorsport event. It is a global stage, drawing over 124 million spectators worldwide and turning Kenya into the epicentre of a highstakes competition where speed meets strategy, and adventure meets opportunity.
The 2025 WRC Safari Rally is set to take place from March 20 to March 23 in Nairobi, Naivasha, and Nakuru counties, with new stages introduced to enhance the competition.
But beyond the dust, roaring engines and breathtaking landscapes, lies an even bigger story, a once-in-a-year, high-impact marketing opportunity for Kenya.
This is not just a sporting event, it is our nation-branding moment, a chance to showcase the country’s best offerings to the world, from tourism and infrastructure to investment potential.
Like in every great global event, WRC presents brands in Kenya with two kinds of platforms – a chance to own the stage or leverage existing platforms to maximise visibility.
It is time for Kenyan brands to be deliberate in choosing how to engage.
While the attention will all be majorly on the rally stars, the greatest winners in such moments are not necessarily those with the fastest cars, but those who understand how to capture attention, control their own narrative and turn fleeting moments of excitement into long-term gains.
Countries and businesses that understand this principle shape the world’s perception of them, ensuring that long after the engines go silent, the impact remains.
For virtually one week, the world’s attention turns to Kenya. International teams, sports media, motorsport fans, rally enthusiasts and adventure seekers will flood the country.
Naivasha will be transformed into a bee-hive of activity in ways not experience any other time of the year. But the real question is what happens when the rally dust settles.
Will Kenya have used this opportunity to solidify its place as a top-tier global destination for sports, adventure, and investment? Will the world see beyond the rally and discover a country of innovation, rich culture, and economic promise? This is the challenge, and this is also the opportunity.
The WRC Safari Rally is not just about motorsport, it is a showcase of Kenya’s vast landscapes, its world-renowned tourism sector, and its ability to host global events.
This is a chance to position the country as the ultimate destination where modern infrastructure meets raw adventure, where technology meets culture, and where investment meets opportunity.
The rally takes drivers through some of the most stunning terrains on earth, starting from Nairobi, the only city with a National Park, to the breathtaking plains of Naivasha to the geothermal wonders of Olkaria.
Every turn, every dust cloud, every roaring engine is a visual story waiting to be told to millions watching from across the globe. The potential is limitless, but only if we seize it with intention.
The rally drivers will be speeding past the geothermal power plants, through the KenGen Green Energy Park where global investors now have a chance to set up their business in the newly gazetted Special Economic Zone.
This is the only one of its kind in the world powered purely by geothermal which goes a long way in cutting down carbon emissions.
We must tell our own story in ways that captivate and inspire, linking the rally to Kenya’s strengths in conservation, innovation, and economic opportunity.
We must create platforms where international investors see the potential that lies beyond the race, from sustainable energy projects to tourism ventures that can redefine global travel.
We must ensure that once the final car crosses the finish line – for those who will make it, because many do not – the momentum does not fade but instead fuels a sustained global engagement that positions Kenya as a hub for major events, investment, and international collaboration.
The world is watching, and the road ahead is ours to define. The WRC Safari Rally 2025 is here, and Kenya stands at a crossroads between being a passive host and taking centre stage in a way that leaves a lasting imprint on the world.
President William Ruto has underscored the significance of the World Rally Championship (WRC) Safari Rally to Kenya, describing it as a major sporting and tourism event that unites the country and promotes economic growth.
Speaking during a question-and-answer session with rally driver Minesh Rathod on Monday, Ruto emphasized that the WRC Safari Rally serves as a platform to showcase Kenya as a global sports hub. He noted that the event provides an opportunity for Kenyans to witness the skills of local drivers, while also fostering unity and entertainment.
“Rally is important because it showcases Kenya as a sporting nation and gives us a chance to see the talent of our Kenyan drivers. It also brings Kenyans together for an entertainment-filled weekend,” Ruto said.
Beyond sports, the President highlighted the rally’s impact on tourism and the economy, noting that the event attracts thousands of spectators and participants from neighboring countries and beyond. With Naivasha as the central location for the race, local businesses—including hotels, restaurants, and transport services—benefit significantly from the influx of visitors.
Ruto also extended a warm welcome to all participants, including rally drivers, officials, and international guests, stating that it is a privilege for Kenya to host such a prestigious global event.
