21 March 2008
Nairobi — The Government has started a campaign to market the country as a top tourist destination.
The move follows the devastating effects of post-election violence.
Permanent Secretary in the ministry of Tourism and Wildlife, Ms Rebecca Nabutola, said the sector lost close to Sh15 billion during the three-month crisis.
"Tourism was hard hit, but we are now back on our feet," said Nabutola.
She added that the ministry had sunk close to Sh1.2 billion in awareness campaigns locally and abroad to market the sector.
Nabutola was speaking at the ministry offices where she announced that a delegation would leave for China on a tourism promotion mission.
The team will hold media briefings in Shanghai, Guangzhou and Hong Kong in a campaign to re-build confidence on the country as a leading tourist destination.
The tour begins next week.
She said the ministry had set up a website in Chinese targeting tourists from the country and offering Kenya's wide range of sites and features.
Nabutola said the team would also participate in the World Travel Fair in Shanghai on March 28.
"We will promote Kenya as a premier tourism destination," said Nabutola.
She added that various countries had lifted travel advisories slapped on the country following post-election violence.
Chinese tourists are mainly attracted by three tour destinations in Africa: Egypt, Kenya and South Africa.
Nabutola said China, with a population of 1.3 billion, is a market that could not be ignored as Kenya seeks to diversify her source market.
"China will continue to be one of our focal points in the Far East," she said.
The Chinese are renowned world travellers and adventures. According to the UN World Tourism Organisation, Chinese travellers in 2006 totalled more than 34 million and are projected to grow to 100 million by 2020.
"With those kinds of numbers, it is clear why Kenya cannot take this market for granted", said Nabutola.
Kenya has steadily become a popular business and holiday destination for the Chinese since China granted Kenya the Approved Tourist Destination Status in 2003.
Nabutola was speaking during a cocktail party for a visiting Chinese media delegation on Wednesday night. Also present were Vice-President, Mr Kalonzo Musyoka, Information minister, Mr Samuel Poghisio, Chinese Ambassador to Kenya Mr Zhang Ming, and Director of China Radio International, Mr Ding Bangying.
The delegation will visit a number of world-renowned tourist sites in the country.
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