Chinese wanderlust fuels Africa’s tourism ambitions

As Africa’s tourism industry seeks to recover and expand post-pandemic, a promising new market is emerging: Chinese tourists. The recently concluded Summit of the Forum on China-Africa Cooperation (FOCAC) has laid the groundwork for intensified cultural and tourism exchanges, with African nations eager to attract more visitors from the world’s second most populous country. For decades, Africa’s vast landscapes and rich cultural heritage have captivated adventurers and luxury travelers alike. Now, with China’s middle class rapidly expanding, the continent’s allure is drawing more attention from the East. South Africa is at the forefront of this development, actively courting Chinese tourists with marketing efforts like the “Discover South Africa’s New Charms” campaign, which recently launched in Beijing. The effort aims to introduce potential visitors to well-known and lesser-explored regions, from the streets of Johannesburg to the wine estates of Cape Town and the wildflower displays in Namaqualand. South Africa’s efforts saw Chinese tourist numbers reach 93,000 in 2023, up 204% YoY, with the number of Chinese arrivals in South Africa increasing 82% YoY between January and March of this year. Following South Africa’s lead, Tanzania is emerging as a hotspot for Chinese tourists by promoting visits to natural attractions like Mount Kilimanjaro and Zanzibar. According to Tanzanian tourism officials, the number of Chinese tourists increased from nearly 34,000 in 2019 to approximately 44,000 in 2023. Recognizing the unique preferences of Chinese tourists, several African nations are tailoring their tourism offerings to better serve this market. Seychelles, renowned for its idyllic beaches and luxury resorts, has been particularly proactive in enhancing its on-ground services, including increasing the number of Chinese-speaking staff in hotels. The rising interest from Chinese tourists is further evidenced by the growing number of flights to Africa. Data from Chinese travel platforms Ctrip and Fliggy reveal that from February to August 2024, the number of Chinese tourists traveling to Africa surged, with bookings nearly doubling compared to the same period last year. Egypt and Kenya saw the most growth, with flight bookings increasing by 236% and 167%, respectively. This trend reflects Africa’s growing appeal and the success of strategic partnerships between African tourism boards, Chinese travel agencies, and airlines offering competitive packages. Improvements needed To capitalize on this growing interest, African countries are investing in infrastructure and service improvements. As is the case worldwide, visa facilitation is a key focus area. South Africa, for instance, has announced plans to streamline its visa processes by January next year, potentially reducing group visa application wait times to two to three working days. This initiative, alongside the resumption of direct flights between Casablanca and Beijing by Royal Air Maroc, is expected to significantly boost accessibility for Chinese tourists. In addition to improving accessibility, a growing number of African nations are looking to enhance their visitor experience, with the likes of Morocco, Tanzania, and South Africa training Chinese-speaking guides, promoting the adoption of Chinese payment methods, and introducing Chinese cuisine into more hotels. The relationship between China and Africa is complex, with deep-rooted economic ties that extend far beyond tourism. However, the focus on tourism is part of a broader strategy to diversify and strengthen these connections. The “Beijing Action Plan (2025-2027)” adopted at the FOCAC Summit clearly signals this intent, calling for increased cultural exchanges and support for African countries to become preferred destinations for Chinese tourists. To date, China has signed bilateral tourism cooperation agreements with 31 African countries, and designated 34 African nations as group tour destinations. Challenges remain Despite the promising outlook, the potential for growth in China-Africa tourism is not without challenges. African destinations, though rich in natural beauty and cultural heritage, must address concerns about safety, infrastructure limitations, and the high cost of travel compared to other popular destinations. Yet, the prospects for China-Africa tourism remain strong, owing to unique experiences that are difficult to replicate elsewhere, from witnessing the Great Migration in Kenya to exploring Egypt’s ancient sites or relaxing on Seychelles’ beaches. The peak season for animal migration, as noted by Utour Travel Group, has been a significant driver for bookings. The success of these initiatives will hinge on continued collaboration between African nations and China, particularly in areas such as visa facilitation, direct flights, and culturally sensitive service offerings. As the world’s second-largest economy, China represents a vast and largely untapped market for African tourism.

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Chinese wanderlust fuels Africa’s tourism ambitions