International travel from China is beginning to pick up again, following the removal of all Covid-19 related travel restrictions in the country on 30 August 2023. This presents an opportunity for South Africa to grow its tourist arrivals by attracting more Chinese travellers.
In 2019, pre-Covid, Chinese travellers led the world in international travel. UNWTO data shows that 155 million journeys were made that year and injecting USD 255 billion into the global economy. Then, South Africa only attracted a meagre 0.6% of this market.
UNWTO data shows that 155 million journeys were made that year and injecting USD 255 billion into the global economy.
2023 offers a new opportunity to position Africa as an ideal destination for Chinese tourists. Marcus Lee, the CEO of China Travel Online, will be talking about this lucrative market during his talk at WTM Africa 2024, which will takes place from 10 – 12 April at the CTICC in Cape Town. But in the meantime, he shares these insights into how South Africa can attract more Chinese travellers.
1 Improved flight connectivity
South Africa does not have any direct flights from China to popular destinations like Cape Town, which can be an inconvenience for those tourists who prefer direct routes.
Lee says, “Connectivity is a crucial aspect that South Africa must address to fully tap into the potential of the Chinese travel market. Improved flight connectivity can significantly reduce travel time and inconvenience for Chinese tourists.”
As of Q4 2023, international flight routes from China to the rest of the world have only recovered to around 30-40% of pre-pandemic levels.
As of Q4 2023, international flight routes from China to the rest of the world have only recovered to around 30-40% of pre-pandemic levels. This presents a great opportunity for South Africa to bring these visitors to its shores.
2 Accommodate Chinese travel preferences
Lee believes that South Africa’s current efforts in becoming ‘China Ready’ can be improved. For example, local businesses should look at improving their language-friendly services, cultural understanding, and amenities catering to Chinese customs and traditions. Training programmes and initiatives could help South African businesses and professionals better understand and meet the expectations of Chinese travellers.
“Professional Chinese input plays a vital role in making destinations more ‘China Ready’. Seeking guidance and expertise from individuals or organisations well-versed in Chinese culture, preferences, and travel behaviour is essential,” adds Lee.
3 Improved marketing
South Africa has a presence in China and engages in promotional activities, but more can be done, says Lee. He explains, “To attract Chinese tourists effectively, we need a comprehensive approach. That includes not just online marketing but also offline activities like attending exhibitions and roadshows. These efforts can boost South Africa’s visibility among Chinese tourists.”
Additionally, businesses can consider creating travel packages tailored specifically to Chinese tourists. Here it is recommended to have several options, from luxury to more affordable experiences.
Ultimately, as one of the first African countries to welcome back Chinese visitors, making travel easier, understanding their culture better, and smart marketing are key strategies to attract a bigger share of this market.
Cover image: Rawpixel
