World Travel Market (WTM) Africa recently announced the launch of its first-ever China Ready Workshop in partnership with CBISN, aimed at helping African tourism businesses capture their share of the world’s largest outbound travel market.

“With China’s outbound travel sector projected to reach 200 million travellers annually by 2028, the exclusive one-day intensive training on April 11 at the Cape Town International Convention Centre (CTICC) comes at a crucial time for African tourism stakeholders,” says Olivia Gradidge, Marketing Manager, WTM Africa & ILTM Africa.

In a statement, WTM Africa says that ​China Ready, developed by the China Outbound Tourism Research Academy (COTA) and operated by CBISN, recognised by the Ministry of Culture and Tourism has been successfully implemented across 52 countries and six continents, helping more than a quarter of global tourism destinations effectively serve Chinese visitors.

“The workshop represents a significant opportunity for African tourism businesses to gain a competitive advantage in the Chinese market. Participants will receive expert guidance on everything from understanding Chinese visitors’ needs and preferences to marketing and promotion, dos and don’ts, the power of social media, preferred digital payments and cultural expectations, enabling them to create more appealing experiences for Chinese visitors,” adds Gradidge.

Marcus Lee

According to the statement, the workshop will be hosted by Marcus Lee, CEO of China Travel Online, offers tourism professionals practical insights into attracting and serving Chinese visitors effectively.

“China was the country with the highest outbound tourism expenditure worldwide in 2023 according to UN Tourism. China Ready provides assurance to Chinese visitors that destination and service providers understand and adhere to the Chinese hospitality standard”, says Marcus Lee, CEO, China Travel Online.