The number of Chinese tourists bounding for Kenya may triple over the next few years, following a surge in arrivals to the East African country last year, according to the tourism authority in Kenya.

Kenya's tourism sector, a pillar industry, sees a huge opportunity in the Chinese market, and the country will intensify cooperation with industry players in China to tap the potential, June Chepkemei, the chief executive officer of the Kenya Tourism Board, said on Wednesday.

Tourism arrivals from China last year exceeded 52,000, a 161 percent growth compared with 2022, she said.

"China was the most improved tourism source market in 2023. Majority of the tourists come for leisure holidays followed by business and conferences," she said at a tourism promotion event in Kenya's capital Nairobi, which was held in collaboration with the Chinese city of Zhengzhou.

"Kenya Tourism Board is keen to collaborate with many stakeholders like media, governmental bodies, private sector partners like China based tour operators, online travel agencies, corporates and airlines to market Kenya," Chepkemei said, adding that Kenya sees a huge opportunity in large number of Chinese outbound tourism and aims to attract 150,000 tourists annually.

Chinese tourists restarted to travel overseas in January last year, with the lifting of overseas travel restrictions by the government. Outbound travel from China was largely halted for three years, to prevent transmission of the virus, since the start of the COVID-19 pandemic.

Kenya, she said is the home of human origin hence people from across the globe are welcome to visit the east African country, to experience the thrill of adventure, enjoy authentic cultural immersive experiences and view teeming and diverse wildlife.

This is in addition to enjoying pristine beaches with warm waters, welcoming and hospitable Kenyans as well as enjoy Nairobi – the best city to visit in year 2024 according to Lonely Planet.

On Wednesday, the Kenya Tourism Board expressed an intention to partner with Zhengzhou Radio and Television station to market Kenya as a tourist destination to Chinese.

"Media plays a very key role in amplifying destination marketing. We are keen to leverage Kenya's and China's vibrant media landscapes to keep the tourism narratives alive, telling experiential stories to inspire travel," Chepkemei said.

She said Kenya Tourism Board is happy to share video content of Kenya's tourism experiences with Zhengzhou Radio and Television Station. The content will showcase Kenya to Chinese people, aimed at sparking or keeping alive the interest and desire to visit MagicalKenya, an all year-round destination.

To further woo Chinese travelers to Kenya, on May 10, the Kenya Tourism Board in partnership with the Hunan Provincial Department of Culture and Tourism, launched China-Kenya Tourism Service Platform, aimed at linking Chinese travelers with the Kenyan tourism market.

Towards the end of last year, the board also held roadshows in Beijing, Shanghai and Guangzhou to market Kenya as a year-round destination among Chinese tourists. '

The shows involved business-to-business sessions between travel trade officials from Kenya and tour operators from China.

The Kenyan tour operators got an opportunity to reconnect with their counterparts in China and got clear understanding of the tourists' interests and preferences.

edithmutethya@chinadaily.com.cn