Destinations worldwide are courting Indian travelers, including countries throughout Africa. Authorities in several African nations are ramping up their efforts to attract visitors from the rapidly growing market.
27.11.2023 - 09:40 / traveldailynews.com / Vicky Karantzavelou / Africa
It’s worth noting that as of Q4 2023, international flight routes from China to the rest of the world had only recovered to around 30-40% of pre-pandemic levels. This presents a great opportunity for South Africa to bring these visitors to its shores.
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. 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% of these affluent travellers.
Fast forward to 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 era.
Marcus Lee, the CEO of China Travel Online, offers some insights ahead of his talk at WTM Africa 2024, which takes place from 10 – 12 April at the CTICC in Cape Town.
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,” states Lee. “Improved flight connectivity can significantly reduce travel time and inconvenience for Chinese tourists.”
Marcus Lee, CEO of China Travel Online
South Africa’s current efforts in becoming ‘China Ready’ may have room for improvement, according to Lee. 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,’” he says. “Seeking guidance and expertise from individuals or organisations well-versed in Chinese culture, preferences, and travel behaviour is essential.”
While South Africa has a presence in China and engages in promotional activities, there is still a need for more effective strategies. Lee explains, “To attract Chinese tourists effectively, we
need a comprehensive approach. That includes not just online
Destinations worldwide are courting Indian travelers, including countries throughout Africa. Authorities in several African nations are ramping up their efforts to attract visitors from the rapidly growing market.
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Flights on the new route will commence from 04 April 2024.
Europe most popular regional destination with global travellers. Main travel inspirations are social media and friends and family recommendations.
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Air Canada is launching a new feature within its mobile app that will enable customers to track their baggage and mobility aids in real time.
You know who we’re talking about. Maybe they tote an impractical, tiny leather backpack with a fleur de lis stamped on it, name drop the restaurant on Borgo Pinti they frequented while studying abroad in Florence, or have a lot to say about the correct espresso-to-milk ratio of a cortado. There's no questioning it: The traveler who checks these boxes is dreaming of visiting Italy. Luckily, this friend is damn easy to shop for, considering the way Italian craftsmanship touches nearly every single cultural realm—food, wine, literature, film, and fashion included.