NAIROBI– Kenya plans to launch a digital media campaign to woo more Chinese tourists to the country, Kenya’s tourism promotion agency says.

Betty Radier, the chief executive officer of the Kenya Tourism Board (KTB), told Xinhua that the campaign will run from March to end-June in five large Chinese cities.

“The aim of the digital media campaign on the Chinese social media platform is to achieve a 25 per cent increase in inbound tourists over last year’s figures,” Radier said.

Some of the Chinese cities to be targeted include Beijing, Shanghai and Guangzhou. Government data indicates that in 2017, approximately 69,000 Chinese tourists visited this East African country.

The total number of foreign visitors reached 1.4 million last year. Radier said Kenya has opted for a digital media campaign because of budgetary constraints.

She said the challenge in targeting Chinese tourists 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 says 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 centre on the fact that Kenya is not a just a one-experience destination but offers many other options,” she said.

The KTB says it will intensify marketing efforts to highlight Kenya’s beaches, adventure, hiking and sport activities to allow visitors to visit all parts of the country.