Kenya is attempting to increase the number of Chinese visitors by utilizing the creative sector. This comes after the two film industries from Kenya and China launched a new exchange initiative to exchange technology, know-how, and talents.

East Africa has not reaped many benefits despite the fact that 155 million Chinese travel abroad to various locations throughout the globe. The Chinese tourism industry has, nevertheless, displayed promise. According to the most recent data available for Kenya’s tourist industry, just 55,488 of the nation’s 924,812 total visitors came from China in 2022.

This is an increase from the 30,000 average that was noted in 2019 prior to Covid-19. With approximately 10% of all tourists worldwide, the Asian nation is one of the largest tourist source markets.

“If you’re able to through this film interaction 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 Ababu Namwamba, cabinet secretary for Youth Affairs, Sports, and the Arts.

Chinese tourists spent more than $1,250 (Sh180,000) on each trip on average, according to 2021 research by the World Tourism Organization. This was over 35% more than what European travelers spent.

The engagement, according to Chinese Ambassador to Kenya Zhou Ping Jian, highlights the countries’ common desire to use their film industries as effective engines of economic development and intercultural understanding.

According to Jian, through this partnership, China and Kenya will cooperate closely to support the development of the film sector there while also looking into ways to promote Kenyan-made movies internationally, 

Acting CEO of the Kenya Film and Classification Board Joel Wamalwa urged industry participants to create top-notch material that will enthrall viewers abroad and promote Kenya as a thriving center of innovation.