Kenya and Thailand are both vying to attract more Chinese tourists to their respective countries. Last year, Kenya saw a significant increase in Chinese tourists, with over 52,000 visitors, marking a 161% growth compared to the previous year [1af300c0]. In an effort to further boost tourism from China, Kenya aims to attract 150,000 Chinese tourists annually. The Kenya Tourism Board has expressed its intention to partner with Zhengzhou Radio and Television station to promote Kenya as a tourist destination to the Chinese market. Additionally, the board has launched the China-Kenya Tourism Service Platform, which aims to connect Chinese travelers with the Kenyan tourism market. To market Kenya as a year-round destination among Chinese tourists, the board has organized roadshows in Beijing, Shanghai, and Guangzhou [1af300c0].
Meanwhile, Thailand is also targeting Chinese tourists as a key market. The Tourism Authority of Thailand (TAT) aims to attract 8 million Chinese tourists this year if airlines increase seat capacity to over 80% of pre-pandemic levels. By June 30, Thailand had already surpassed visitors from other countries with 3.5 million Chinese arrivals out of a total of 17.5 million foreign visitors. TAT encourages Chinese carriers to fly directly to second-tier cities in Thailand with international airports, such as Chiang Rai, U-tapao airport in Chon Buri, and Surat Thani. The agency expects a significant increase in Chinese arrivals during the Chinese Golden Week in October [7971aa97].
In 2024, Thailand attracted 6.19 million visitors from China, solidifying its position as the top source market for tourism. Other significant markets included Malaysia with 4.49 million and India with 1.90 million arrivals. South Korea, Russia, Laos, Taiwan, Japan, Vietnam, and the US also contributed to the influx of tourists [25286ad8]. Both Kenya and Thailand recognize the importance of the Chinese market for their tourism industries. Kenya's partnership with Zhengzhou Radio and Television station and the launch of the China-Kenya Tourism Service Platform demonstrate their commitment to attracting Chinese tourists. Thailand, on the other hand, is focusing on increasing seat capacity and encouraging Chinese carriers to fly to second-tier cities. As competition intensifies, both countries are making strategic moves to tap into the growing number of Chinese outbound tourists and capitalize on their spending power. However, both nations face challenges related to overtourism and must prioritize sustainable tourism practices moving forward.