South African Tourism  is gearing up to welcome more than 45 Chinese travel agents and tour operators to South Africa in February 2025, coinciding with the Chinese New Year celebrations when millions of travellers explore global destinations.

This immersive experience aims to showcase South Africa’s rich diversity and empower South Africa’s Chinese tourism trade partners to sell the country as a premier travel destination confidently.

Gcobani Mancotywa, SA Tourism Regional General Manager: Asia/Australasia/Middle East, emphasised the importance of this initiative. “China is a significant market for South Africa’s tourism industry. As the world’s largest outbound market, it presents a vast opportunity for growth.”

Showcasing South Africa’s treasures

SAT is actively promoting South Africa in China through its “Discover Best of South Africa” campaign, which highlights the country’s diverse landscapes, unique wildlife and rich cultural heritage.

“A key element of the campaign is a strategic partnership with the prestigious Chang’an Club – a platform that grants access to high net-worth individuals seeking luxury safari experiences, gourmet dining and immersive cultural programmes,” said Mancotywa.

In addition, SA Tourism is set to roll out its “Live South Africa in Summer” campaign designed to boost awareness and drive travel bookings during South Africa’s summer holiday season.

A market poised for recovery

Despite setbacks caused by the COVID-19 pandemic, the Chinese travel market is showing steady signs of recovery. Before the pandemic, about 90 000 Chinese tourists visited South Africa annually.

From January to October 2024, South Africa welcomed 35 000 Chinese visitors – up from 31 000 during the same period in 2023. With the current peak season still underway, SAT is aiming to close the 2024/25 financial year with 50 000 visitor arrivals from China.

Mancotywa explained the slow recovery: “China took much longer than other countries to reopen for travel after the pandemic, which delayed our ability to re-engage the market. We project that pre-pandemic visitation levels could be fully restored by 2026.”

Understanding the Chinese traveller

Chinese visitors to South Africa are generally divided into two key segments: high-spend individuals seeking luxury experiences and young explorers eager for adventure and discovery. Repeat visits are becoming increasingly common, indicative of high satisfaction.

“Smaller, more intimate group travel is becoming popular as are off-the-beaten-path experiences. Chinese travellers are drawn to South Africa’s natural beauty, hidden gems, welcoming communities and sustainable practices,” said Mancotywa.

While leisure remains the primary draw, there has been a notable rise in business and MICE (meetings, incentives, conferences and exhibitions) travel to South Africa.

Key booking trends:

• More than 50% of Chinese tourists book trips to South Africa within a month of travel and 87% within three months of travel.
• Tech-savvy and digitally inclined Chinese tourists prefer direct online bookings or using trusted online travel agencies.
• Word-of-mouth, past experiences and recommendations from business networks significantly influence travel decisions.

Addressing key challenges

While the outlook for Chinese tourism to South Africa is promising, Mancotywa highlighted a few significant barriers that need to be addressed.

Visa requirements remain a challenge for potential visitors. SAT is working with the South African government to simplify visa requirements and streamline visa processes, including introducing e-visas for Chinese tourists. Mancotywa sees the Trusted Tour Operator Scheme (TTOS), launching this month (January) as a critical development.

“The TTOS will streamline procedures for international tour operators to obtain licences and simplify visa processes, driving more group sales from China. Many African countries are visa-free for Chinese travellers and this initiative ensures we remain competitive,” he said.

Limited direct air connectivity between China and South Africa is another key barrier. Presently, Air China is the only airline offering direct flights. Chinese travellers often reach South Africa through major transit hubs such as Hong Kong, Singapore, Doha, Dubai, Abu Dhabi and Ethiopia.

SAT is actively engaging with airlines to improve connectivity and increase direct flight options.

To address concerns about safety, SAT continues to emphasise safety measures in place at South Africa’s popular tourist destinations.

With tailored campaigns, strategic partnerships and focus on overcoming key challenges, SAT is laying the groundwork for strong growth in Chinese visitor numbers. “The Chinese market holds immense potential and we are committed to ensuring South Africa stands out as their travel destination of choice,” Mancotywa said.