Kenya Tourism Board Tours China Seeking to Tap into the Sh27trn Tourism Market

Kenya has started touring China’s major cities among them Beijing, Shanghai and Guangzhou. This is in preparation for the projected 160 million outbound tourism market in China set to bring $270 billion (Sh27 trillion) of revenue to the country.

The roadshow themed “Adventure Tour” saw 110 traders from key online travel agents (OTA) attend. They included Ctrip, Tongcheng, and Tuniu and key traditional travel agencies and tailor-made travel agencies.

The Asian country has for decades been an important source market for most destinations around the globe. Sub-Saharan Africa countries offer Wildlife and Sandy Beaches, thus, for the country to reap big from the China, unique offers are a necessity.

Kenya recorded 81,709 tourists from China in 2018, a 4.03 percent increase in comparison with the past 5 years.

With the introduction of direct flights between Nairobi and Guangzhou on Monday and Friday, it’s a clear indication that the numbers recorded shall increase significantly as time goes by. 

The Chinese tourists spend an average of USD 3,064 per person excluding tour group costs and transportation with their highest expenditure being on shopping.

“Using findings from an in-depth engagement with Chinese travel agencies, media as well as local travel partners, we have uncovered new insights on China tourism trends that inform how we package our destination products and experiences to offer travelers more specialized and personalized experiences,” KTB chief executive Betty Radier said.

“We are also working collaboratively with our local tour operators and traders on training their tour guides and their staff on the Chinese language and culture as well as implementing seamless customer experience for Chinese travelers from flight to departure within the destination.” She added.

Matters to do with awareness creation and brand strengthening positioning was discussed by the Kenya Tourism Board and the media in a bid to finding ways in which they can cut across both traditions.