African countries gear up for lucrative Chinese travel market

By Al Mayadeen English
Source: Semafor
5 Jul 2023 15:55

African tourism sectors are focusing on the massive Chinese markets as part of a larger effort to overcome difficult economic conditions.

Tourists visit the Giza pyramids, on the southern outskirts of the Egyptian capital, Cairo. (AFP)

African nations are leading the drive to resurrect their post-pandemic tourism economies by focusing on the Chinese travel market, led by Kenya, Tanzania, and South Africa, a new report by Semafor stated.

The three nations were among the first well-liked vacation spots for Chinese tourists after the Asian superpower loosened two-year-old pandemic regulations to permit its residents to travel for tourism in February. Egypt was another destination.

In order to attract Chinese tourists, all three nations have been putting long-term plans into action, including restoring direct flights to China, relaxing e-visa procedures, and direct marketing through embassies and travel agencies.

John Chirchir, acting chief executive of Kenya Tourism Board, said as quoted by Semafor that Kenya is increasing its focus to attract more Chinese tourists through marketing via travel agencies, alliances with airlines and tour operators, in addition to social media platforms. WeChat, Mafengwo, Weibo, and Douyin, are given special attention, he noted.

Kenya saw 8,000 arrivals, up from just under 6,000 during the same time last year, between January and April of this year, according to Chirchir.

In the same context, Nomasonto Ndlovu, chief operating officer of South Africa Tourism, stated that the country has set a goal for job creation with the return of Chinese tourists.

With more direct flights from China to Johannesburg, for instance, the nation anticipates receiving roughly 8,000 Chinese visitors each month in 2023, Ndlouv.

As part of a larger effort to overcome challenging economic situations, African tourism markets are concentrated on the enormous Chinese markets.

Even though the Chinese tourist industry is still small today, it has the potential to grow quickly in the future, which is a major draw for Chinese visitors to Africa, the article stressed.

With hundreds of millions of middle-class Chinese tourists wanting to visit the Egyptian pyramids and go on safari in East and Southern Africa, the potential is enormous.