In 2019, China was the world’s largest outbound travel market, with over 150 million international travelers. Now, after nearly three years of strict lockdowns and travel restrictions, China is gradually returning to the global stage. In early 2024, the Chinese government signaled a clear intent to facilitate outbound travel through bilateral visa agreements, increased international flights, and active promotion of destinations considered safe and culturally enriching. Africa, with its cultural richness, biodiversity, emerging luxury offerings, and historical ties to China through South-South cooperation, is becoming an increasingly visible alternative to traditional Asian and European destinations.
Several African countries are already taking concrete steps to attract Chinese visitors. South Africa, for instance, has reactivated its tourism promotion programs in Asia and is working to expand direct flights and visa facilitation agreements. Egypt has launched targeted social media campaigns in China and increased its presence at Chinese trade shows and digital platforms. Rwanda and Kenya are focusing on nature and safari tourism, while countries like Mauritius, Seychelles, and Zanzibar are promoting high-end hospitality and luxury tourism, which are particularly appealing to affluent Chinese travelers.
In addition to promotional campaigns and institutional agreements, many tourism products and services are being adapted to suit the cultural preferences of Chinese tourists. Some hotels now offer tailored menus, Mandarin-speaking staff, Chinese-friendly payment systems, and multilingual signage. Simultaneously, experiences are being developed that focus on nature, world heritage sites, wildlife photography, shopping, and wellness—all segments seeing growing demand among Chinese travelers.
Africa’s efforts to attract Chinese tourism go beyond individual country initiatives. In recent months, regional and continental bodies such as the African Union, the UN Economic Commission for Africa, and the African Tourism Board have convened meetings and forums aimed at shaping a joint strategy to target this priority market. Key objectives include improving air connectivity between Africa and Asia, streamlining visa processes, and creating regional tourism corridors that allow Chinese travelers to visit multiple countries in a single trip—an option highly valued by long-haul tourists.
Cooperation between governments, airlines, tour operators, and digital platforms will be essential for Africa to effectively position itself in such a competitive market as China. Equally important is the need to train tourism professionals in catering to Asian travelers and to boost the digital visibility of African destinations on Chinese search engines, social media, and booking platforms.
Despite the challenges, tapping into the Chinese market is seen as a key strategy to diversify Africa’s visitor base, reduce dependence on traditional markets, and increase the sector’s resilience to future crises. China’s expanding middle class, its interest in less-crowded destinations, and its willingness to spend on unique experiences represent a valuable opportunity to reposition Africa as a premier global travel destination.
At a time when the world is redefining its tourism strategies around sustainability, inclusiveness, and balance, Africa is turning its gaze eastward. Capturing a significant share of the Chinese travel market could not only accelerate the continent’s recovery but also drive structural change in how Africa integrates into the global tourism map. For many African nations, China is no longer just a trade partner or strategic investor—it is also the future of tourism.
