Last week the Kenya tourism Board (KTB) launched a video marketing campaign targeting Chinese tourists during a media forum in Beijing.
The custom-made Chinese-language video aims to increase awareness of Kenya’s tourism sites.
The video is set to feature significantly on well-known Chinese sites such as Weibo, Youku (YouTube) and WeChat for one month.
Dr Betty Radier, CEO of KTB said: “A majority of Chinese travellers want to visit Kenya only for the wildebeest migration from July to September. Through the newly launched destination video, we are positioning Kenya as an all-year-round destination among Chinese consumers and trade,” reports Business Daily.
Currently, China is Kenya’s fifth-largest tourism source market internationally and the second-largest source market in Asia, contributing 5.5% of total international tourist arrivals to Kenya in 2017. Furthermore, the number of Chinese tourists visiting the country in 2017 grew by 11.8% to 53 4485.
“The Chinese market represents a huge opportunity for Kenya’s tourism industry,” said Radier. “This is why we are deepening our engagement with Chinese trade and media to increase interest and desire for travel to Kenya among Chinese consumers.”
The United Nations World Tourism Organisation’s (UNWTO) 2017 Tourism Highlights Report ranked China the world’s top spender on tourism, with expenditure totalling $261.4 trillion.
In addition the UNWTO projects the number of Chinese travelling overseas will reach 200 million by 2030.
