International tourist arrivals from China to Kenya grew by 34.8% to 14 029 in the first four months of this year, compared with 10 407 visitors in the same period in 2016.

Last year, China was the fifth top market for Kenya, as 41 459 Chinese holidaymakers visited, up from 25 299 in 2015.

The rise in Chinese tourists was a result of Kenya’s efforts to diversify its tourism promotions in emerging markets, rather than depending on the traditional markets of the UK, US, Germany, Italy and France.

Kenya Tourism Board Chief Executive Officer, Betty Radier, said China was among the top tourist markets for the country, and that the marketing agency would intensify promotions to increase further arrivals.

She said the marketing agency would invest more resources in strategic marketing initiatives in China to popularise the beach and safari destination.

Last week, the KTB team was in China to market Kenya as part of a drive to build up tourist numbers. The team, led by Radier, marketed Kenyan products and attractions in Beijing, Shanghai and Guangzhou.

During the tour, the marketing agency also launched online mobile training for Chinese travel agents selling Kenya for them to gain more knowledge on the destination’s tourism offering.

KTB also plans to produce a video about Kenya's beauty, specifically for the Chinese market, as part of plans to draw more holidaymakers.

Joy Way General Manager, Eric Zhu, said Kenya would host more tourist families from next year through a children’s safari package that the company had developed.

“Family travel to Kenya is becoming increasingly popular. In partnership with Kenya Airways, we are packaging this product around wildlife and the faster train services that cater for large groups and corporate clients,” he said.