The number of Chinese tourists travelling to Kenya may triple in the next years as a result of a significant increase in arrivals to the East African nation last year, according to the Kenya Tourism Board.
The board's chief executive officer June Chepkemei said that the country's tourism sector, which is a pillar industry, sees a significant opportunity in the Chinese market.
She said that the number of tourism arrivals from China surpassed 52,000 in 2023, representing a 161% increase from 2022.
“China was the most improved tourism source market in 2023. Majority of the tourists come for leisure holidays followed by business and conferences,” she was quoted as saying by China Daily at a tourism promotion event in Nairobi, which was held in collaboration with the Chinese city of Zhengzhou.
“Kenya Tourism Board is keen to collaborate with many stakeholders like media, governmental bodies, private sector partners like China-based tour operators, online travel agencies, corporates and airlines to market Kenya.”
Chepkemei said Kenya considers the large number of Chinese outbound tourists to be a significant opportunity and aims to attract 150,000 tourists annually.
With the government's easing of overseas travel restrictions in January of last year, Chinese tourists resumed their abroad trips.
Since the onset of the COVID-19 pandemic, outbound travel from China has been substantially suspended for three years to prevent the propagation of the virus.
The board introduced the China-Kenya Tourism Service Platform in collaboration with the Hunan Provincial Department of Culture and Tourism last month to attract more Chinese travellers to Kenya.
The platform is designed to facilitate the connection between Chinese travellers and the Kenyan tourism market.
The board also conducted roadshows in Beijing, Shanghai, and Guangzhou toward the end of 2023 to promote Kenya as a year-round destination for Chinese tourists.
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