Kenya aims for five million tourists by 2027 as China partnership grows
ALICE GWORO AND AHMED ELMAWI (PCO)
Kenya and China are building on a decade-long tourism partnership to deepen commitments toward mutual economic and cultural growth.
In a high-level meeting held in Nairobi, John Ololtuaa, the Principal Secretary of Kenya’s State Department for Tourism, and Lu Yingchuan, the Vice Minister of China’s Ministry of Culture and Tourism, emphasized the importance of sustainable tourism and cultural exchange in promoting the prosperity of both countries.
“This gathering represents more than a diplomatic engagement; it is an investment in the future of our nations. Our shared vision for sustainable tourism creates an opportunity to boost local economies, protect our cultural heritage, and connect our people,” Ololtuaa said.
Tourism remains a powerful economic driver in Kenya, contributing four percent to the nation’s Gross Domestic Product (GDP) and generating 2.3 million jobs. According to Ololtuaa, Kenya saw an impressive 35.4 percent increase in international arrivals in 2023, reaching over two million visitors.
With projections to attract five million tourists by 2027, Kenya aims to achieve revenue gains of up to Sh824 billion, he said.
“Tourism is not just about numbers; it is about building bridges. Chinese visitors have long shown a keen interest in Kenya’s unique wildlife and diverse landscapes, and their presence enriches our economy while strengthening cultural ties,” Ololtuaa added.
China is among Kenya’s fastest-growing tourism markets, with 53,000 Chinese tourists visiting in 2023. This trend has only increased, with over 54,000 arrivals reported by mid-October 2024. China’s Vice Minister Lu praised Kenya’s commitment to environmental conservation and tourism development.
“We are keen on ensuring that there is a win-win situation for both countries even as we deepen the bilateral relationship that continues to exist,” Vice Minister Lu said.
As part of their partnership, Kenya and China discussed sustainable tourism strategies and broader collaborations, including infrastructure development and cultural exchange initiatives.
This relationship dates back to a 2014 memorandum of understanding (MOU) renewed automatically every five years, which has served as the foundation for collaborative projects, including tourism marketing, training programs, and cultural exchanges.
A recent highlight of this partnership was a Kenya Tourism Board (KTB) livestream in collaboration with Chinese media giants CCTV and CGTN showcasing the annual wildebeest migration in the Maasai Mara.
The event attracted an audience of 54 million viewers in China, spotlighting Kenya’s appeal as a year-round destination for wildlife, culture, and adventure.
To further bolster tourism from China, the Kenya Tourism Board (KTB) appointed a market development representative dedicated to China and launched campaigns targeting the meetings, incentives, conferences, and exhibitions (MICE) sector.
Additionally, Air Asia’s new Kuala Lumpur-Nairobi route aims to enhance accessibility for Chinese and ASEAN travelers.
Beyond tourism marketing, both countries are exploring mutual investment in infrastructure and sustainable tourism initiatives, including new projects that align with global environmental standards.
Recognizing the critical role of air connectivity, both governments discussed expanding direct flights between Kenya and China, with additional routes potentially boosting tourism further.
“Today, we have laid the groundwork for a future of deeper connections and greater collaboration. With this strengthened relationship, Kenya and China are poised to lead in creating a global model for tourism that is economically viable, culturally respectful, and environmentally sound,” Ololtuaa noted.