Specialists representing the Chinese inbound source market have red-flagged steep increases in airfares and limited direct flight options to popular African destinations as some of the key challenges the industry will need to tackle to ensure growth from this market.

This was highlighted during an online webinar hosted by the African Travel and Tourism Association (ATTA) last week. The association assembled a panel of Chinese market experts to talk about demand for African itineraries, what will benefit recovery, and the potential to attract new types of business.

China’s borders are still shut for international travel, however panellist Tony Xie, Co-Founder of Premier Travel, said flight ticket prices had risen significantly since COVID-19.

He gave as an example, an economy-class fare from China to Africa that would have cost around US$1 000 before the pandemic and now costs US$10 000. Furthermore, he said, where flights had resumed, frequencies were very limited.

Premier Travel facilitates mostly B2B, small-group and individual FIT business and offers tailor-made itineraries. The company also works with tourism boards for destination promotions and has partnered with South African Tourism in the past.

Because of China’s national travel restrictions, Premier Travel has not been able to sell Africa packages since the start of 2020. “Right now, we can’t sell outbound tours and packaged groups,” said Xie. “For international travel to China or outbound travel to other countries, quarantine requirements make it is nearly impossible for us to organise international travel.” He said flights were limited and ticket prices were much higher.

Xie did not expect international travel to restart before the end of 2022. “We hope there will be seats (bookings) by next year (2023).”

Still, ATTA’s panel was confident many more Chinese visitors would be wanting to visit Africa in the future, and noted that the visa process for Africa trips was now much easier, which could lead to more group bookings.

The panel was also encouraged by the prospect of more direct international flights by African carriers in the future. According to Xie, ASKY Airlines, based in Togo, and Air Tanzania, are both planning new direct routes.

To date, Xie said operators mostly used routings by China Airlines, Kenya Airways, Ethiopian Airlines, Emirates, Turkish, Qatar and Etihad for Africa trips. “Flights to China are limited, but the good news is, after COVID-19, maybe more and more African airlines will offer direct flights to China. [With] ASKY Airline, West Africa will open to China.” He said Air Tanzania was also planning to open a direct flight to Beijing, and added that more good news was that visa applications would be easier than before.

According to the Chinese Outbound Tourism Institute, Kenya and Tanzania were on track to be the two most popular destinations in Africa in 2019. Lin Yu, MD ofTravel World China, added that the China Tourism Academy had calculated that nearly 800 000 Chinese tourists visited Africa in 2019.

Yu said airlift to Africa was good but could be improved and that, aside from Kenya and Tanzania, there had also been more requests for Namibia before COVID. South Africa was always popular, Yu said.

Xie expected many high-end travellers would be keen to get back to Africa and still regarded the continent as a once-in-a-lifetime experience. “We are trying to get more Chinese guests to Africa, especially to Kenya, to Tanzania and Mauritius. For the outbound market, Africa is a niche destination.”

Yu added: “The pandemic has been going on for 2.5 years. Domestic tourism has grown at a faster pace than overseas travel, but demand has to be released somehow. Once they (Chinese visitors) perceive a destination as safe, they will come back.”