Understanding the Chinese Tourist Dynamics to Better Sell South Africa

CChina is a Valuable Market with Growth Potential

China is South Africa’s 13th largest overseas source market (and 22nd overall) for tourism in 2024 and the third most lucrative from Asia and Australasia in terms of revenue behind Australia and India, and there remains room for improvement. Recognising this, the South African tourism industry aspires to grow its footprint in this market. "Arrivals in 2025 are at 13,976 for the period since January to April, and although they are improved, they remain below half the 2019 levels. This is why this new fiscal year we’ve [South African Tourism China] increased our investment in the China market for the 2025/26 fiscal year because we see clear growth potential. Success in this space requires deep cultural understanding, a strong digital presence, and tailored experiences that speak to the evolving needs of Chinese travellers. " Gcobani Mancotywa, Regional General Manager, Asia, Australasia and Middle East. Chinese tourists bring significant economic benefits, and South African Tourism (SA Tourism) focuses on enhancing their experience, building brand awareness, and ensuring repeat visits.

Source: SA Tourism Arrivals Analysis, SA Tourism Departure Survey, SA Tourism Brand Tracker

Chinese travellers are drawn to South Africa for its unique offerings: safari adventures, immersive cultural experiences, golfing, wine tasting, and nature exploration. Their travel preferences highlight a demand for a balance of authentic South African cuisine, world-class gourmet options, and familiar Chinese dishes. Coupled with the rising popularity of innovative and off-the-beaten-path itineraries, the market presents new and different exciting opportunities. However, long-haul travel considerations, visa processing challenges, and safety concerns remain as hurdles to address.

"China remains one of South Africa’s most promising growth markets, and our efforts must reflect both the scale of the opportunity and the sophistication of the traveller. By removing access barriers and curating authentic, safe, and memorable experiences, we are confident that South Africa can become a long-haul favourite for Chinese tourists." Nombulelo Guliwe, CEO, South African Tourism.

Challenges in Capturing the Market

Despite the opportunities, South Africa faces several challenges in fully capitalising on the Chinese market. Lisa Hu, Trade Relations Manager at South African Tourism’s China office, shares valuable insights into these challenges and the dynamics of the market.

1. Access and Connectivity: Limited direct flights and lengthy visa processing times make South Africa less appealing compared to destinations offering more convenience.
2. Competitor Destinations: Regional competitors such as Kenya, Tanzania, Botswana, and Namibia actively promote luxury safaris and nature experiences, while Middle Eastern countries like the UAE and Saudi Arabia attract Chinese tourists with visa-free travel, affordability, and direct connectivity. These destinations promote their unique experiences and the local culture.
3. Value Perception: South Africa’s tourism packages are often seen as expensive. Rising prices for Destination Management Company (DMC) services and there is an opportunity to show a clear value-for-money positioning.
4. Evolving Preferences: Post-COVID, inequality has grown in China, with the luxury market thriving while the middle-class tend to downgrade travel plans, which makes it important to have a range of price points to meet all pockets. Additionally, the growing demand for unique experiences and newer offerings means that destinations must constantly innovate to remain relevant.
5. Safety Concerns: Chinese tourists are particularly sensitive to crime-related issues. Negative news spreads rapidly on Chinese social media platforms, tarnishing the destination’s image.

Tailored Strategies to Unlock Potential

To address these challenges and enhance its appeal to Chinese tourists, Lisa emphasises that South Africa needs to implement a strategic and multi-dimensional approach:

1. Streamline Visa and Access: Simplify and expedite visa processes, promote group travel policies under TTOS (Tourism Transport Operators Scheme), and increase direct flight options to reduce logistical barriers.
2. Curate Local Content: There is a need to create attractive and relatable content featuring Chinese tourists engaging in unique activities, visiting attractions and enjoying new experiences of the destination, exposing hidden gems in a way that is accessible to the markets and segments we are seeking to attract.
3. Prioritise Safety: Highlight security measures in marketing materials and partner with trusted local influencers and Chinese travellers to share positive stories about safety initiatives. Address incidents transparently and promptly to rebuild trust.
4. Create Tailored Tour Packages: Offer iconic packages for first-time visitors (e.g., icons such Table Mountain, Kruger National Park, museums and educational experiences such as the Cradle of Humankind, Apartheid Museum, uShaka Marine World as well as township and urban hidden gems across the country) while developing niche itineraries for repeat visitors. These could include golfing, eco-friendly tours, and off-the-beaten-path locations.
5. Provide Language and Cultural Support: Include Chinese signage and train staff in basic Mandarin phrases (e.g., “Hello” – “Ní hǎo,” “Thank you” – “Xièxiè”). Provide warm drinking water, teapots, and Chinese tea options such as jasmine or oolong to enhance comfort.
6. Enhance Digital Marketing: Invest in online platforms popular in China, such as Ctrip, Fliggy, TongCheng, WeChat, and RedNote. Develop content featuring Chinese travellers experiencing South Africa and partner with Key Opinion Leaders to reach wider audiences.
7. Deliver Value for Money: Introduce pricing tiers to appeal to diverse income groups and justify higher costs with superior service, new and exclusive experiences, and unique attractions.
8. Emphasise Sustainability and Education: Promote conservation efforts and eco-friendly travel options to appeal to family groups and environmentally conscious travellers. Consider incorporating an "educational" element into the itinerary, such as a hands-on workshop, cultural experience, or guided learning activity, and provide travellers with a certificate of completion. This can foster a sense of achievement and make the experience more memorable and rewarding.
9. Focus on Innovation: Continuously refresh offerings with new attractions, restaurants, and experiences. Collaborate with local stakeholders to keep products updated and relevant for repeat visitors.

South Africa’s potential to attract and retain Chinese tourists hinges on its ability to address barriers while amplifying its unique strengths. By implementing these strategies, the destination can not only capture market share but also position itself as a preferred long-haul destination for Chinese travellers. Consistent messaging, innovative campaigns, and a commitment to understanding and meeting Chinese tourists’ evolving needs will pave the way for long-term success.

"Gauteng is the most visited province by Chinese tourists, and their growing interest in our cultural, shopping, and business offerings makes this a market of strategic importance. As the gateway to South Africa, we see China not just as a source of arrivals, but as a key partner in unlocking economic growth, investment, and long-term tourism value for the province. The recovery in 2024 has been driven by Business with MICE delegates fully recovered, exceeding 2019 levels." Sthembiso Dhlamini CEO Gauteng Tourism Authority.

South African Tourism offers a user-friendly insights booklet packed with valuable information on accessing the Chinese market. It's completely free, and we highly encourage you to explore it for a deeper understanding of this important market.

Click on this link to download the China insights booklet: https://live.southafrica.net/media/307624/unlocking-china-2024-vf.pdf?downloadId=434398