How China and India are shaping Global Travel Strategies

GGlobal tourism is evolving rapidly. Destinations once relied on broad marketing campaigns, but now, leading tourism boards adopt market-specific strategies tailored to Chinese and Indian travellers.

China is one of the world’s largest outbound tourism markets, with over 140 million trips currently and more than 200 million projected by 2030, according to Oxford Economics. India’s outbound market, estimated at 27 million, is expected to exceed 35 million by 2030. As these markets grow, they have become strategic priorities for global destinations, including South Africa.

Furthermore, China and India share many of the same top long-haul outbound destinations, including the United States, France, the United Kingdom, Australia, Canada, Germany, Spain, and Italy. However, there are some differences: India’s top 10 includes Japan, while China’s list features Switzerland and the Netherlands. These destinations represent strong competition in attracting visitors from these high-growth markets.

Arrivals from Statistics South Africa’s International Tourism report indicate that South Africa received over 69,000 arrivals from India and approximately 37,000 arrivals from China (2025), with both markets yet to fully recover to 2019 levels.

 According to the SAT Brand Tracker study, both Chinese and Indian travellers are primarily motivated by experiencing different cultures, beautiful scenery, and good value for money when visiting South Africa. For Chinese visitors, the warm climate and food and wine experiences stand out, while Indian travellers place additional emphasis on going on safari and fulfilling a dream of visiting a unique destination, positioning South Africa as an aspirational, experience-driven market for both groups.

As China and India continue to grow as outbound tourism markets, they remain strategically important for South Africa. Understanding how other destinations attract travellers from these markets offers South Africa the opportunity to enhance its offerings, strengthen its positioning, and improve its competitiveness.

The latest trend report from South African Tourism highlights how destinations are rethinking their approach, aligning policy, connectivity, marketing, partnerships, and experiences to capture the attention of these travellers from these markets.

Rethinking Visa Facilitation and Policy Reform

At the heart of this transformation lies visa reform. Governments are recognising that travel friction is a primary barrier to inbound tourism. By expanding e-visas, offering visa-on-arrival schemes, and enabling group visa applications, destinations are making travel easier, faster, and more predictable.

It is clear that simplified visa processes directly translate into increased arrivals, stronger economic impact, and job creation in local tourism sectors. South Africa’s Trusted Tour Operator Scheme, Thailand’s extension of visa-free stays for Indian travellers, and Armenia’s conditional visa-free access are concrete examples of how policy innovation can unlock tourism potential.

Marketing is engaging Travellers Where They Are

Marketing is no longer about volume; it’s about relevance. Chinese and Indian travellers are digitally savvy, socially connected, and experience-driven. Tourism authorities are increasingly leveraging local platforms like WeChat, Douyin, Xiaohongshu, Instagram, and TikTok to deliver curated content, collaborate with influencers, and showcase personalised itineraries.

The lesson for the industry is compelling: understanding the digital behaviour and cultural motivations of key markets is the key to a competitive edge. Campaigns like Tourism Australia’s Come and Say G’Day, Macau’s “Double Itinerary,” and Thailand’s Chinese New Year initiatives demonstrate how strategic, locally resonant marketing drives high-value bookings and fosters long-term loyalty.

The traveller experience itself has become a differentiator. Today’s Chinese and Indian tourists seek more than sightseeing; they crave cultural immersion, festival participation, premium services, and shopping experiences tailored to their preferences. Destinations that design products aligned with these preferences, rather than generic tours, can generate repeat visits and maximise visitor value. Thailand’s festival-driven campaigns and targeted premium offerings exemplify this approach.

Air Connectivity is a Catalyst for Growth

Even the most compelling campaigns and policies can fall short if travellers cannot easily reach a destination. Direct flights, expanded air capacity, and modernised airports are now strategic levers in tourism planning. Malaysia’s route expansions, Cambodia’s new Techo International Airport, and strengthened China-India connectivity highlight the critical role of seamless travel in shaping tourist behaviour.

Partnerships create a Multiplier Effect

Tourism is an ecosystem. Forward-looking destinations are forming strategic partnerships with airlines, airports, tour operators, and trade networks to streamline inbound flows. These collaborations strengthen distribution channels, reduce administrative barriers, and ensure that travellers experience smooth, consistent, and memorable journeys.

A New Paradigm in Tourism

To maximize success in today’s competitive environment, destinations should prioritize the following recommendations: 1) Integrate visa facilitation and policy reform to reduce travel friction; 2) Strengthen air connectivity to ensure seamless travel access; 3) Focus marketing on digital platforms favored by Chinese and Indian travellers, highlighting relevant experiences and partnerships; and 4) Develop tailored tourism products aligned with cultural and experiential motivations. These cohesive, market-led strategies will enhance accessibility, align with traveller expectations, and unlock the potential of China and India as outbound markets.

For tourism leaders, the message is clear: success in the coming decade will go to those who think beyond marketing and ticket sales and design holistic strategies that meet travellers where they are, both digitally and physically, with experiences they cannot find anywhere else.

This article can be read in conjunction with the trend report via this link https://live.southafrica.net/media/308702/the-asia-outbound-opportunity-trend-report_-jan-to-march-_q4.pdf?downloadId=436988