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BRUSSELS – Professor Geoffrey Lipman, Director of, said that it was time to to look for more tourists from China to boost African economies, following the strengthening trade patterns between the regions and the emergence of China as a leading global tourism player.


The central point of Lipman’s remarks, addressing the IIPT Summit in Zambia and the ITC Summit in Turkey, was the huge potential for the world’s least developed counties (LDC) (particularly in Africa) to transition out of poverty through green growth – the 4 decade strategic transition to a renewable energy-based world with temperature increases limited to 2 degrees; a coherent response to increasing global socio-economic, poverty, and climate challenges, with population growth and resources decrease and while ensuring conservation to maintain species balance, inclusion to maintain human balance, and digitalization to manage the low carbon shift. He identified the massive potential dividends ahead for LDC’s through travelism (the travel and tourism supply and demand chains) as a universal services export, a producer of wealth and jobs, a catalyst for other economic activity, and a key industry to increase human understanding and happiness.

Speech at

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The Kenya Tourism Board (KTB) reported that earnings from tourism in 2010 rose by 15% above 2009, reaching US$ 876 million.

By promoting itself as a regional conferencing hub, Kenya attracted 1,095 million tourists in 2010. (952,481 tourists had visited in 2009.)

In response to serious economic challenges in key European markets, Tourism minister Najib Balala, revealed plans to invest more resources in growth markets this year, and diversify the marketing pitch. “We have done well especially in India, China, and Africa,” he said.

Tourism was the leading foreign exchange earner until it was hit hard by 2008 post election violence and the global financial crisis. In 2010, tourism was the third forex earner.


China outbound tweeds

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Michael Kaltenhauser

Founder and director of Astronaut, a marketing agency based in Beijing which is specialized on promoting destinations to Chinese outbound tourists

Laura Hine

Online Communications Assistant at Astronaut