Kenya is looking to use the creative industry to increase the number of Chinese tourists visiting the country.
This follows a new exchange programme between Kenya and China film industries that will see the two share skills, knowledge and technology.
Despite some 155 million Chinese traveling outside the country to destinations across the world, the East Africa region has not greatly benefited.
However, the Chinese tourism market has shown prospects. Latest Kenya tourism sector data shows the country received six percent of the total 924,812 visitors from China in 2022, representing only 55,488 visitors.
This is an increase from an average of 30,000 that was recorded in 2019 before Covid-19 struck.
The Asian country is one of the biggest source markets for tourists, accounting for nearly 10 percent of global tourists.
“If you’re able through this film interaction to get just a fraction of that Chinese market for Kenya tourism that would add immense value to our market with a huge economic ripple effect,” said Cabinet secretary for Youth Affairs, Sports and the Arts Ababu Namwamba.
A 2021 report by the World Tourism Organisation showed Chinese tourists were the biggest spenders in the world, with each spending more than $1,250 (Sh180,000) per trip, which was almost 35 per cent higher than European tourists.
Chinese Ambassador to Kenya Zhou Ping Jian said the collaboration underscores the shared commitment of Kenya and China to utilise their film industries as powerful tools for economic growth and mutual understanding.
"This collaborative effort will see China working closely with Kenya to foster the film industry's growth within the Kenyan landscape while simultaneously exploring opportunities to showcase Kenyan-produced films on an international stage," said Jian.
Kenya Film and Classification Board Acting CEO Joel Wamalwa challenged stakeholders within the industry to craft high quality content that can captivate international audiences, thus positioning Kenya as a vibrant hub of creativity.