Written by Lisa Murimi
Kenya is leveraging its creative industry to attract more Chinese tourists, aiming to tap into the vast potential of the Chinese tourism market.
Through a newly established exchange program between the film industries of Kenya and China, the two countries will collaborate to share expertise, knowledge, and technology.
While an impressive 155 million Chinese tourists explore global destinations, the East Africa region has yet to fully benefit from this trend.
Recent data from Kenya’s tourism sector indicates a positive shift, with the country welcoming 55,488 visitors from China in 2022, up from an average of 30,000 in 2019 before the pandemic.
China holds a significant position as a primary source market for tourists, contributing nearly 10 percent to global tourism.
Kenyan officials are optimistic about the potential for growth, with the Cabinet Secretary for Youth Affairs, Sports, and the Arts, Ababu Namwamba, emphasizing that even a fraction of the Chinese market could greatly benefit Kenya’s economy.
Chinese tourists have shown to be robust spenders, with each trip amounting to over $1,250, surpassing expenditures by European tourists by almost 35 percent, according to a 2021 World Tourism Organisation report.
This collaborative effort between Kenya and China underscores their shared commitment to utilizing their film industries as catalysts for economic growth and mutual understanding.
The Kenyan Film and Classification Board’s Acting CEO, Joel Wamalwa, challenges industry stakeholders to produce high-quality content that resonates with international audiences, solidifying Kenya’s position as a thriving hub of creativity on the global stage.
