WRC Rally Estonia will once again be a round of the FIA World Rally Championship in 2027. The world’s best rally drivers and teams will take to Estonia’s fast and demanding roads from 22–25 July. One of the region’s largest sporting events will once again bring together top-level motorsport, engaging entertainment and passionate rally fans next summer.
This year’s WRC Delfi Rally Estonia events attracted 47,650 unique visitors, with a total of 179,164 visits recorded over the four days. According to a recent economic impact study, the rally generated 44.94 million euros in additional turnover for the Estonian business sector, while the average satisfaction rating among all visitors was 4.56 (on a 5-point scale), which is a great recognition and confirms the event’s importance for Estonian sport, tourism and the economy.
A common goal: top-level sport and an unforgettable experience
In August this year, the owners of the FIA World Rally Championship’s promoter company changed: WRC Promoter GmbH was acquired by French automotive technology company Cosmobilis and private equity investor Park Square Capital. The new owners’ goal is to make the WRC and its events even more attractive and to turn every rally into a major event that offers diverse entertainment alongside exciting racing.
The championship’s new CEO, Eric Boullier, also visited Rally Estonia this summer and was very impressed with what he saw. He was impressed by the high standard of organisation and the organisers’ desire and ability to combine world-class rallying into a comprehensive sporting and entertainment experience. This approach has been one of Rally Estonia’s goals throughout the years.
Following this year’s rally, the Rally Estonia team met with representatives of the promoter on several more occasions, and as a result of joint discussions, an agreement was reached that Rally Estonia will also be a round of the FIA World Rally Championship in 2027.
Continuing Rally Estonia as a WRC round is a great recognition for all parties involved
“Rally Estonia remaining on the WRC calendar is a great recognition for everyone who has contributed to the success of this event. A big thank you to the Estonian state, local governments, private-sector supporters and the entire organising team, as well as, of course, local residents, rally fans, drivers and teams,” said Rally Estonia Rally Director Urmo Aava.
“WRC Delfi Rally Estonia is much more than four days of top-level racing. It is an international major event that stimulates the Estonian economy, contributes to the implementation of regional policy, generates tax revenue for the state and provides memorable experiences to tens of thousands of people along the stages and hundreds of millions of viewers through various channels. The willingness of international visitors to return to Estonia and recommend us to their friends creates value long after the rally weekend has ended,” said Minister of Culture Heidy Purga.
Remaining in the WRC is not a given. Competition for places on the calendar is very intense: at least 30 countries are seeking to join the championship or retain their place in it. Even rallies with a long history and legendary reputation are not guaranteed a place on the calendar if all the necessary conditions are not met.
In the coming years, the WRC will become even more global: in 2027, a round of the World Rally Championship will also take place in the USA. At the same time, the championship will enter a new era as new Rally1 cars are introduced and new technical regulations come into force. Several new private teams are expected to join, and Ford recently announced that it will return to the championship as a factory team after a decades-long absence. These developments promise to make the WRC even more exciting and competitive.
“The WRC promoter highly values the support of the Estonian state for Rally Estonia and considers it very important for our continuation. Public-sector support helps bring an international major event to Estonia, which increases the turnover of local businesses, generates tax revenue and promotes Estonia as an attractive travel destination,” Aava said.
State support generates a multiple return to the economy
Of the 43,894 unique spectators at this year’s WRC Delfi Rally Estonia, international visitors accounted for 31.9%, or 14,002 people. According to the study, the event generated 44.9 million euros in additional turnover for the Estonian business sector, which is 36% more than in 2025. The direct tax revenue associated with this turnover was estimated at 8.3 million euros.
A recent economic impact study by Level Lab confirms that the direct tax revenue generated solely from foreign funding related to the event already exceeded the state’s support for organising the rally. In addition to the Ministry of Culture’s 2.58 million euro grant, the direct tax revenue associated with foreign funding was estimated at 4.47 million euros. Thus, every euro of ministry support generated 1.73 euros in direct tax revenue for the state.
Local governments also made an important contribution to the success of the event. Together with their support, the total public-sector contribution amounted to 2.78 million euros. Thus, every euro of public-sector support generated an estimated 16.2 euros in turnover for the Estonian business sector.
The rally experience brings visitors back to Estonia
The impact of Rally Estonia extends far beyond the rally weekend. In addition to the direct economic benefits, the study demonstrates the event’s strong potential to attract repeat visitors to Estonia and increase interest in the country’s tourism and event offering.
According to the study, 54% of international visitors plan to return to Estonia to take a holiday or attend another event specifically as a result of Rally Estonia. If those who plan to return regardless of the rally are also included, as many as 86% of international visitors would like to visit Estonia again.
Even more telling is their willingness to recommend Estonia to others: 68% of international visitors would definitely recommend Estonia as a travel destination to their friends, while 24% would probably recommend it. Thus, a total of 92% of international visitors would give Estonia a positive recommendation as a travel destination.
WRC Rally Estonia is a ninth round of the 2027 FIA World Rally Championship, taking place from 22–25 July. Rally Estonia will be held for the 17th time and is the largest regularly held sporting event in the Baltic States.