INDUSTRY TRENDS & DEVELOPMENT

The future is China, Kenya says

Keen on capitalizing upon the upward trend witnessed in tourist arrivals from China, Kenya is set to launch a major tourism promotion drive to target tourists from the one of the most attractive source markets in the world today. “We are launching a major marketing campaign in China later this week. China is a big market in Asia,” Kenya Tourism Board Managing Director Dr. Ongong’ a Achieng told Xinhua. “We signed Approved Destination Status for outbound Chinese tourist groups in 2004 and we have translated this into increased marketing of tourism in China.” Keen on capitalizing upon the upward trend witnessed in tourist arrivals from China, Kenya is set to launch a major tourism promotion drive to target tourists from the one of the most attractive source markets in the world today.

“We are launching a major marketing campaign in China later this week. China is a big market in Asia,” Kenya Tourism Board Managing Director Dr. Ongong’ a Achieng told Xinhua. “We signed Approved Destination Status for outbound Chinese tourist groups in 2004 and we have translated this into increased marketing of tourism in China.”

He reportedly said a cast of 50 Chinese carried out a production shoot of TV soap opera “The Last Breakthrough”, and the producers are planning to air the series to 100 million southern Chinese audiences, publicizing Kenyan culture and tourist attractions.

After launching of an official Kenyan tourism website in Chinese language by President Mwai Kibaki in August 2005, more promotional efforts have been undertaken to promote Kenya as a preferred tourist destination for the Chinese people.

Kenyan Foreign Minister Raphael Tuju recently shared: “The biggest thing that we are able to sell to China is our tourism product and that is why we are very grateful that the year before last year, we signed the authorized destination status. We are very grateful that this was fast-tracked so that we can increase the number of Chinese visitors coming to Kenya.”

Kenya’s tourism earnings this year are expected to hit about US$816.3 million, a 10 percent rise over last year.

Kenya hopes that the forthcoming Beijing Summit (on November 4 and 5) of the Forum on China-Africa Cooperation will further cement the Africa-China relations and increase bilateral cooperation. Some 40 African leaders are expected in the Chinese capital Beijing for the Summit.
“I think it (the summit) is very important. And for us as Kenya, we do have a very deliberate foreign policy to improve our relationship with China,” said Tuju. “Traditionally, our relationship has been mainly with the western countries. . . but we have realized that the future is China.” Tuju described China as “a phenomenal country,” not only in its great size, but also in terms of its development.

Currently, 16 African states have been granted the Approved Destination Status by China. The number of Chinese tourists to Africa reached 110,000 in 2005, doubling that in the previous year. However, that number has so far accounted for only five percent of the total outbound tourists from China, as per the information available.