Industry experts believe South Africa’s Trusted Tour Operator Scheme (TTOS) came too late to capture early post-COVID rebound in travel from China – a market that continues to be held back by previous visa frustrations, lack of affordable and direct air access and insufficient presence on Chinese digital platforms.
According to the latest International Tourism Report, South Africa recorded 29 951 Chinese arrivals between January and September – 5% below 2024 and 58% behind the comparative 2019 figure. This despite the successful introduction of the TTOS scheme – streamlining group visa processing for visitors from China and India – at the start of the year.
“While the introduction of the TTOS is a step forward, it came too late to capture the early post-pandemic rebound. In short, South Africa is still 12-18 months behind the curve in Chinese market recovery,” Johan van Schalkwyk, Commercial Officer at the Aquila Collection, told Tourism Update.
Van Schalkwyk said prior visa frustrations have driven some operators away from South Africa.
“Many Chinese operators had to shift their focus during the visa system issues and have since invested in other African destinations, particularly East Africa, which now captures the bulk of Chinese outbound tourism to the continent.”
In 2024, Tanzania attracted over 71 000 Chinese tourists – more than double the 34 000 who visited in 2019. Kenya grew its Chinese arrivals from around 60 000 in 2019 to over 90 000 in 2024.
“South Africa, and Cape Town in particular, remain high on the Chinese operators’ wish list but rebuilding trust and re-establishing commercial ties takes time,” said Van Schalkwyk.
Eric Yip, GM of China-focused inbound operator SA Magic Tours, estimates his inbound business is around 80% of pre-COVID levels but cost factors are the main barriers.
“In general, we have seen good growth from last year, with average group sizes growing from around 20 to 24, although the high cost of flights, rising five-star hotel rates and increases in entry fees for SANParks attractions such as the Cape of Good Hope have affected the value-for-money proposition. It might be useful to consider subsiding pricing for the Chinese market for South Africa, as a long-haul destination, to achieve its growth goals,” said Yip.
Gcobani Mancotywa, SA Tourism’s Regional GM for Asia, Australia and the Middle East, attributes the growth challenges to “the global economic environment, airline capacity and evolving travel patterns post-pandemic”.
TTOS functioning well
Feedback on the TTOS rollout has been broadly positive but, with itineraries built and sold far in advance, traction has not yet reflected in arrivals figures. Van Schalkwyk predicts that renewed Chinese engagement will only be seen towards the end of 2026 with more meaningful growth by 2027.
Mancotywa agrees that the full benefits of the TTOS will materialise at a later stage when travel cycles have caught up and marketing efforts align with the system improvements.
“Most travellers plan and book their holidays six to eight months in advance so improved visa and booking efficiencies will take time to show in actual arrivals data.”
Gaining traction in a unique market
Mancotywa said SA Tourism’s 2025 China Roadshow – in Beijing, Shanghai and Guangzhou – was one of many initiatives the DMO is implementing.
“The event gathered 54 South African exhibitors with 393 trade guests. Complementing these efforts, interactive training sessions in Shenzhen and Beijing equipped Chinese travel agents with in-depth destination knowledge.”
SA Tourism is additionally collaborating with influencers and press outlets to arrange Chinese media fam trips.
Van Schalkwyk said there is still limited destination presence in China, including the country’s unique internal social media platforms.
“At Aquila, we have made deliberate investments over time – including real-time, in-language communication tools to bridge this gap – offering Chinese-language updates, social engagement and customer service to build confidence in the Cape Town safari experience.”
He emphasised that the profile of the Chinese travellers has changed significantly since before the pandemic.
“Today’s visitors are not the mass market group travellers we once knew; they are quality FITs and small groups who seek culture, authenticity and immersive experiences. They are curious about local food, wine and lifestyle – and are increasingly adventurous in exploring beyond their comfort zones.”
Van Shalkwyk pointed out that safety, cleanliness and digital connectivity are “non-negotiable”.
“We must recognise that they come from highly developed, safe and technology-driven environments. They are highly educated and research-driven using platforms like DeepSeek and other AI-powered tools to inform their travel choices. To attract them, we need to be present on their digital ecosystems, in their language and with clear, trustworthy content.
“The welcome, service standards and even contract communication must reflect that understanding,” he said.
