Prior to the Covid-19 pandemic and associated lockdowns, Chinese travellers led the world in international travel, embarking on 155 million journeys and injecting USD 255 billion into the global economy, as per UNWTO data
As international travel from China begins to pick up again in 2023, South Africa has a real opportunity to attract Chinese tourists and give the economy a much-needed boost. But change is needed to really take advantage of this opportunity, says Marcus Lee, Chief Executive Officer of China Travel Online.
Marcus Lee
Lee also serves as the Chairman of the SME Business Owners Association in China, founded as the International China Investment Forum (ICIF). It is one of the first three organisations to promote ‘China Go Abroad’. Its online portal, China Invest Abroad, introduces destinations to Chinese investors.
According to a press statement, in 2019, prior to the Covid-19 pandemic and associated lockdowns, Chinese travellers led the world in international travel, embarking on 155 million journeys and injecting USD 255 billion into the global economy, as per UNWTO data. Despite this staggering figure, South Africa only attracted a meagre 0.6 pc of these affluent travellers, says the statement.
The statement adds that in 2023 and the landscape of international travel is markedly different. China’s cautious reopening has cast a spotlight on Africa, with South Africa emerging as one of the first three nations on the continent to roll out the welcome mat to Chinese visitors in the post-Covid-19 era.
The statement adds that as of Q4 2023, international flight routes from China to the rest of the world had only recovered to around 30-40 pc of pre-pandemic levels. This presents a great opportunity for South Africa to bring these visitors to its shores.
Lee, who will have a session at WTM Africa 2024, slated to be held in April at Cape Town, has listed some insights into the potential of development of the Chinese market for South Africa.
Improving flight connections
According to Lee, a significant challenge in South Africa’s tourism sector is the absence of direct flights from China to popular South African destinations like Cape Town, which can inconvenience Chinese tourists who prefer direct routes.
“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,’’ says Lee.
Adaptation to the preferences of Chinese travellers
Lee adds that South Africa’s current efforts in becoming ‘China Ready’ may have room for improvement. This means adapting to Chinese preferences, which includes language-friendly services, cultural understanding, and amenities catering to Chinese customs and traditions. Offering 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,” says Lee.
Enhanced Promotion and Marketing Strategies
While South Africa has a presence in China and engages in promotional activities, there is still a need for more effective strategies. “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,’’ he adds.
According to Lee, not only should South Africa step up its promotional efforts, it is crucial to create travel packages tailored specifically to Chinese tourists and diversify the country’s tourism offerings to cater to different preferences, from luxury to more affordable experiences.
With China opening up for international travel again, there is a real opportunity for South Africa to tap into the Chinese tourist market. As one of the first African countries to welcome back Chinese visitors, making travel easier, understanding their culture better, and using smart marketing are key strategies, he says.
