Kenya team targets slice of $55bn from China tourists
A tourist (right) from mainland China visits a jewellery store in Hong Kong. Chinese tourists expected to travel abroad this year and spend about $55 billion. Photo/AFP
Kenya team targets slice of $55bn from China tourists tourists expected to travel abroad this year and spend about $55 billion.
Kenya Tourism Board (KTB) officials and tour operators are in China to market Kenya as a tourism destination.
“The market is viable and growing,” said Fred Kaigua, chief executive of Kenya Association of Tour Operators (Kato).
KTB is pursuing an aggressive marketing strategy in China and has launched an official KTB Chinese website.
The board has also increased media promotions in China’s major cities.
The Chinese Outbound Tourism Research Institute says three million more Chinese travellers are expected to travel abroad this year.
In 2010, 54 million Chinese travelled abroad and spent an estimated $48 billion, an amount that is expected to increase by 14 per cent this year.
The growth of China in the global economy has led to increased outbound tourists with the country being identified as one of the biggest future market.
Research shows Chinese tourist are mainly keen on safari and cultural tours, making them an important focal point for a destination like Kenya.
China has emerged as one of the fastest growing source markets for Kenya.
In 2005, arrivals from China stood at 11,655 and rose by 74 per cent by 2009 to 20,339.
As of September 2010, China was one of the source markets that had fully recovered from the effects of the recession with numbers standing at 22,388.
Kenya has a tourism protocol with China that saw the country granted approved destination status by the Chinese government.
Last year, Kenya won two destinations awards by Chinese travellers - best eco-tourism destination and new desired destination in 2010.
In November 2008, Kenya Airways introduced direct air services to Guangzhou and has been expanding the route by deploying larger aeroplanes with other airlines such as Emirates connecting the two countries through their hubs.
