Africa Economy: Kenya aims to improve trade, tourist arrivals from direct flights to China

The Kenyan government and corporate sector expect a robust trade ties with China alongside increased number of tourists from the Asian giant with the launch of a direct flight connecting Nairobi and Guangzhou in August last year.

Senior officials who spoke to Xinhua on Wednesday evening during seasonal briefing by China Southern Airlines said they anticipate huge social and economic benefits from direct flights to China.

China Southern Airlines which launched the inaugural direct flight between Nairobi and Guangzhou has forged strategic working relationship with Kenya's national carrier and the tourism body to enhance its penetration to the local travel market.

Fred Okeyo, the acting director in charge of marketing at Kenya Tourism Board (KTB), hailed efficient and faster movement of people and goods with the launch of a direct flight to China.

In particular, he noted that Kenya continues to receive a high number of Chinese tourists thanks to the launch of the direct Nairobi-Guangzhou flight.

"The Chinese tourists are now more confident about our country and its many scenic attractions. We have conducted joint campaigns and promotions with China Southern Airlines in order to enlighten Chinese citizens in the grassroots about our natural heritage," said Okeyo.

He added that Kenyan tour operators are gradually learning the Chinese language to enable them to advertise the country's tourism products in the middle kingdom more effectively.

The Kenyan tourism agency in August 2015 signed a pact with China Southern Airlines to advance areas of common good.

Okeyo revealed the tourism agency was charged with promoting the operations of China Southern Airlines to the local clients as the airline brings more tourists from the Asian giant.

"Aviation is a critical part of our strategy to promote tourism and China Southern Airlines will help us get more visitors not only from China but from other emerging markets," Okeyo told Xinhua.

He added the Chinese airline has strengthened engagement between Kenya's tourism body and travel agents with Chinese tourists.

"We have held two high profile events in conjunction with China Southern Airlines to promote our tourism products. We target 150,000 visitors from China annually in our long-term strategy," said Okeyo, adding that entry of a major Chinese airline into the Kenyan market will spur growth of the local travel market alongside job creation.

The Kenyan tourism body will in future scale up promotional campaigns in the Chinese mainland to expose the country's scenic attractions to grassroots communities.

Okeyo revealed that tour operators have embraced Chinese language to enable them to communicate effectively with clients from the Asian giant.

Charles Ngwalla, the Alliance Manager at Kenya Airways, said China presents a lucrative market for the national carrier.

Kenya Airways has a formal working relationship with China Southern Airlines to help expand into the larger African continent, Asia, Middle East and Australia.

"In 2013, we actualized our relationship with China Southern Airlines and have been able to expand into the Asian market," Ngwalla remarked.

He added that launch of the direct flight was a crowning moment for Kenya's national carrier.

"Our flights to China since 2015 have increased because of this partnership with China Southern Airlines. It is helping us penetrate into this market without hitches," Ngwalla told Xinhua.

The blossoming Kenyan travel market occasioned by the country's strategic location, rising incomes and relative stability presents new opportunities for Chinese airlines.

Wu Weijun, General Manager of the Nairobi Office of the China Southern Airlines, said improved trade and cultural ties between Kenya and China herald bright prospects for the Asian giant's leading airline.

"Our target is to expand operations in the local market and other African countries. We see a huge potential in the Kenyan market as the country receive a high number of Chinese visitors who comprise tourists, business executives and workers," said Wu.

He added that China Southern Airline has established a strong footprint in Kenya's travel market despite stiff competition.

"Our twice a week direct fights between Nairobi and Guangzhou have been a success. The bookings are always above average since our air tickets are cheaper while the in-flight service is satisfactory," Wu told Xinhua.

He noted that the completion of China funded Standard Gauge Railway linking Kenya and its neighbors will also unleash new business opportunities for airlines. Endit