As China’s outbound travel rebounds post-pandemic, African destinations are eyeing the market with renewed interest. A growing middle class with an appetite for cultural exploration, safaris and luxury has seen Chinese travellers venturing outside of traditional destinations.
Recognising the potential, South African Tourism hosted its largest-ever Chinese delegation at the 2025 Africa’s Travel Indaba in Durban. The group included 39 buyers and six media representatives from across the country.
According to Lisa Hu, Trade Relations Manager at South African Tourism Beijing, the goal was to promote the new Trusted Tour Operator Scheme. “China has recovered 50% of its pre-COVID outbound tourism and we encourage more African trade partners to design new products to drive sales,” she said.
Amy Chan of Create Consulting noted that Chinese travellers are becoming more curious and adventurous. “Safaris remain popular but now travellers want more – they want to experience the culture, meet local people and explore the continent’s diversity,” she said, adding that destinations like South Africa, Kenya, Tanzania, Malawi, Botswana and Namibia are seeing rising interest.
“The younger generation is seeking authenticity. They want experiences like stargazing in the Namibian desert, cruises along the Chobe River or meeting the Maasai in Kenya,” she added.
However, the journey isn’t without challenges. “Many Chinese travellers still don’t know what Africa can offer,” said Chan. “Flight connectivity, safety concerns and language barriers are real issues.” Middle-aged and retired Chinese travellers often don’t speak English, making Chinese-speaking guides essential.
Feedback from the trade
For many of the delegates, Indaba offered their first chance to explore business in Africa. “The visa has become easier this year, and attending gave us a chance to discover new resources and partners,” said Chen Xing, Middle East and Africa Products Director at Ao You.
He said Chinese operators typically segment Africa into three regions: North Africa (Morocco, Tunisia and Egypt), East Africa (Kenya, Tanzania, Rwanda and Ethiopia), and Southern Africa (South Africa, Zimbabwe, Malawi and Namibia). “Each has different appeal – nature and safaris in the south and east, and culture and history in the north,” Xing added.
Lina Wang Resource Department Director at Uniway in Beijing believes the key to unlocking Chinese travel to Africa lies in presence and promotion.
“It’s important for every African country to have a tourism office in China,” she said. “Offices can do social media marketing, provide local insights and work with agents on the ground to push the right messages.”
Wang noted that Kenya and South Africa already have such representation, and it’s paying off in awareness and visitor numbers.
Chinese travellers prioritise awareness first, followed by affordability and safety, she added. “After discovering a place online or through agents, they consider the cost. For elderly travellers, the long flights can be a barrier. And many are worried about safety, especially when news of unrest spreads globally.”
