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Chinese visitors help tourism roar ahead

(China Daily)
Updated: 2010-05-03 07:13

Visitors increasing

Charged with ensuring the sector grows at a sustainable rate is the Ministry of Tourism, which is led by Tourism Minister Najib Balala, who said he is pleased that the number of Chinese visitors to Kenya is continuing to increase and believes the tourism sector offers Chinese businessmen an abundance of lucrative investment opportunities.

"China is one of our key emerging markets and has high potential for us," he said.

"The number of Chinese visitors to Kenya has increased ever since China granted Kenya approved destination status in 2004 and following the launch of Kenya Airways flights to Asia. Investment opportunities exist in hotels, restaurants, convention centers, safari tour operations and related fields."

Outlining ways that Kenya's tourism sector can capitalize on this positive trend, Balala said "our objective in China is to enhance brand awareness among the trade and consumers through partnership campaigns with key tour operators in the market.

"We have strong representation in Beijing, Shanghai and Hong Kong through the proactive work of the embassy and the production of information material in Chinese. This includes a Chinese sub-site of our marketing website magicalkenya.com.

"During safety issues in 2008, China was not carried away by the false perceptions prevalent at the time which gave its people confidence to continue visiting Kenya. China certainly has a true and positive perception of Kenya."

In a further sign of close collaboration between China and Kenya, Chinese officials are helping Kenya preserve its endangered animal and other species as China has valuable experience of protecting the panda.

"Kenya remains the destination of choice for Chinese tourists," said Minister Balala. "The number of tourists from China continues to grow and tourism stakeholders are making their stay more comfortable by catering for their specific needs in areas like cuisine and facilities."

Tourism resources remain largely unexploited in certain geographical regions, but new tourism circuits are being opened up. Despite the challenges facing the sector, tourism will remain the engine of Kenya's economic growth.

Chinese visitors help tourism roar ahead