Kenya Tourism Board (KTB) CEO Betty Radier said the campaign will run from until the end of June in five large Chinese cities.
“The aim of the digital media campaign on the Chinese social media platform is to achieve a 25 percent increase in inbound tourist over last year’s figures,” Xinhua quotes Radier.
Some of the cities targeted include the capital Beijing, Shanghai and Guangzhou.
Government records indicate that in 2017, approximately 69,000 Chinese tourists visited the East African country popular for its beaches and wildlife attractions.
Generally, about 1.4 million tourists visited Kenya in 2017.
Radier said that her country had opted for a digital media campaign due to budgetary constraints.
She said that the challenge in targeting Chinese tourist is for Kenya to be China ready. “This means we have to develop products that specifically cater for the tastes of the Chinese,” she noted.
KTB said that China is a very diverse market and therefore there is need to tailor packages for each segment.
Radier noted that Chinese basically know Kenya for the annual wildebeest migration that occurs between Kenya and Tanzania on the Masai Mara ecosystem.
“So our marketing campaigns will center on the fact that Kenya is not a just a one experience destination but it offers many other options,” she said.
