WeeklySA_AdminCRIME-FREE: China remains one of the country’s most promising growth markets
By Priscilla Malinga
South African Tourism is making adjustments to make the country appealing again to the Chinese travellers and tourists.
This endeavour is to assist the Chinese travellers and tourists who visit the country to package their tourism needs consistent with preferred destination needs when visiting South Africa. This decision was taken with an understanding that China is the country’s 13th largest overseas source. in terms of revenue, they are the third most lucrative tourists from Asia and Australasia, behind Australia and India.
Recognising this, the country’s tourism industry aspires to grow their footprint in this market – and there is room for improvement. Arrivals for 2025, for the period between January and April, are at 13 976. Although there is improvement, the figures remain below half of the 2019 period.
The new fiscal year 2025/26 has seen the South African Tourism an increase in the investment of the China market. This is because there is clear growth potential.
“Success in this space requires deep cultural understanding, a strong digital presence, and the tailored experiences that speak to the evolving needs of the Chinese travellers,” says Gcobani Mancotywa, regional general manager, Asia, Australasia and Middle East.
Chinese tourists bring significant economic benefits, and South African Tourism focuses on enhancing their experience, building brand awareness, and ensuring repeat visits.
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 a hurdle 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 the Chinese tourists,” says Nombulelo Guliwe, the CEO for South African Tourism.
However, there remains challenges to capturing the market despite the prevailing opportunities – and this include several challenges in fully capitalising on the Chinese market according to Lisa Hu, trade relations manager at the South African Tourism’s China office. These entail access and connectivity difficulties. There are limited direct flights, and lengthy visa processing time lag which makes South Africa less competitive compared to destinations offering more convenience.
Competitor destinations such as Kenya, Tanzania, Botswana, and Namibia, actively promote luxury safaris and nature experiences, while Middle Eastern countries such as 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. Another issue is that South Africa’s tourism packages are often seen as expensive. Post-Covid, inequality has grown in China, with 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. Lastly, there are massive safety concerns in South Africa that serve as a turn off in South Africa.
The Chinese tourists are particularly sensitive to crime-related realities. Also tarnishing the South African Tourism is the wide spread of negative news spreading rapidly on Chinese social media platforms.
These are all the concerns the South African Tourism is addressing to ensure South Africa becomes a preferred and desirable tourist destination.
“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 (Meetings, Incentives, Conferences and Exhibitions) delegates fully recovered, exceeding 2019 levels,” says Sthembiso Dhlamini, CEO Gauteng Tourism Authority.
