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Marketing Plan for Kenya Tourist Board in China. Year 2009 Pages 69 Marketing plans help companies and organizations employ marketing strategies that will help them realize both their long-term and short-term objectives. The main objective of this thesis was to develop a marketing plan for the Kenya Tourist Board which is mandated with promoting Kenyan tourism worldwide because there is a need for a marketing plan since China has developed as a strategic market and the board did not previously have a marketing plan to serve this part of the world. Over the last 10 years China has emerged as a strong growing economy and more Chinese people are now in a position to travel the world due to their higher incomes. Major tourist countries across the world are focusing on attracting Chinese tourists and it is only countries with the best marketing plans and strategies that will be able to acquire a good market share in China. The target market has been discussed in this research and strategies for satisfying this target market have been suggested, competition in these segments has been identified and ways to overcome this competition have been suggested in order to help the Kenya Tourist Board achieve its objectives. Research methods used were interviews with Chinese tourists who have already visited Kenya and partner tourist agency employees. The theoretical section discusses various marketing concepts as written in books by different competent scholars. Finally the research gives suggestions on the recommendations that the Kenya Tourist Board can use in order to have a successful marketing plan in China and establish itself there ahead better than its competitors.