As global travel rebounds in 2025, African nations are intensifying efforts to attract Chinese tourists to fuel the revival and expansion of their travel and tourism sectors.

At the continent’s premier tourism event, Africa’s Travel Indaba 2025 held in Durban, South Africa, delegates from various countries emphasized China’s critical role as a source market to stimulate economic growth through tourism.

The United Nations World Tourism Organization (UNWTO) reports that China remains the world’s largest outbound tourism market, with over 150 million Chinese traveling internationally in 2019 prior to the pandemic. With China’s outbound travel rapidly recovering, African nations are positioning themselves to capture a significant share of this lucrative market, enhancing their economic resilience and diversifying tourism offerings.

Zimbabwe’s “Look East” Policy Leverages Strong China Ties

Zimbabwe’s Deputy Minister of Tourism, Tongai Mnangagwa, highlighted the country’s strategic “Look East” policy during the Indaba, which focuses on strengthening economic and tourism ties with China. Zimbabwe is targeting Chinese tourists across business, medical, and leisure travel segments.

“The Chinese market is growing and, with over one billion people, it represents a key source market for us,” Mnangagwa stated. He emphasized that interest in Zimbabwe is rising, with confirmed visits from groups such as one from China’s Hunan Province.

Chinese nationals residing in Zimbabwe, many involved in business ventures, are also catalyzing inbound travel by bringing friends and relatives. Mnangagwa explained that these travelers often become informal ambassadors who promote Zimbabwe to others back in China, multiplying the potential visitor base.

The Zimbabwe Tourism Authority’s official site aligns with these goals, encouraging sustainable tourism development and highlighting China as a priority market for international outreach.

South Africa Focuses on Visa Facilitation and Cultural Tourism

South African Tourism is actively enhancing its appeal to Chinese visitors through initiatives like the Trusted Tour Operator Scheme, which simplifies visa processes for Chinese and Indian nationals. This government-backed program accelerates travel approvals, reducing barriers that previously limited visitor numbers.

Thembisile Sehloho, Chief Marketing Officer at South African Tourism, reported a significant rise in Chinese arrivals, reflecting the success of targeted marketing strategies. “Buyers from China are particularly interested in cultural immersion,” she noted, adding that combining cultural and leisure tourism offers both volume and value to the sector.

South Africa’s Department of Tourism website confirms its commitment to expanding international markets, emphasizing cultural tourism as a key pillar in its strategic plans for sustainable economic growth.

Namibia’s Dedicated China Strategy and Increased Presence

Namibia’s tourism leadership is similarly intensifying engagement with China. Sebulon Chiliho Chicalu, CEO of the Namibia Tourism Board, announced plans to launch a dedicated China strategy and expand the country’s promotional presence within China to four locations.

“We see China as a vital source market, given the strong business relations between the two countries,” Chicalu said. Namibia aims to showcase its unique natural landscapes and wildlife through marketing roadshows across three Chinese cities.

The Namibia Tourism Board works closely with government ministries to promote tourism as a catalyst for economic diversification, particularly by tapping into emerging markets like China.

Emphasizing Africa’s Growing Appeal to Asian Markets

Delegates across Africa’s Travel Indaba emphasized the broader opportunity presented by rising middle-class populations in Asia, especially in China and India. Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, remarked that African destinations must position themselves competitively to capitalize on these outbound tourism markets.

“We saw a large delegation from India and China at the Indaba, which is a positive sign for Africa’s tourism future,” Tshivhengwa said. “Buyers from these countries are actively looking for diverse products, services, and cultural experiences.”

The African Union’s Agenda 2063, a continental development blueprint, identifies tourism as a major driver of sustainable economic growth, and international partnerships with countries like China are crucial to achieving these goals.

Government Collaboration and Policy Support

African governments, through their ministries of tourism and foreign affairs, are collaborating with Chinese counterparts and international organizations such as UNWTO and the World Travel & Tourism Council (WTTC) to align policies and infrastructure development with the needs of Chinese tourists.

This includes investment in visa facilitation, multilingual marketing campaigns, improved air connectivity, and cultural exchange programs. The governments are also focusing on enhancing health and safety standards, as outlined by the World Health Organization (WHO), to ensure traveler confidence post-pandemic.

For example, South Africa’s Department of Home Affairs has streamlined visa application processes and is actively working on e-visa platforms to make travel easier for Chinese visitors.

Economic Impact and Future Prospects

Tourism remains a critical sector for many African economies, contributing significantly to GDP and employment. According to the World Bank, tourism accounted for approximately 8.5% of Africa’s GDP in 2019 and supported millions of jobs.

The influx of Chinese tourists, who tend to spend more on cultural experiences, shopping, and hospitality, can drive significant economic benefits. Moreover, tourism fosters bilateral relations, opening doors for broader business and investment opportunities between Africa and China.

With Africa’s youthful population and rich cultural heritage, the continent offers unique experiences that appeal to Chinese tourists seeking authentic travel destinations beyond traditional Western routes.

Conclusion

Africa’s Travel Indaba 2025 spotlighted China as a pivotal market in the continent’s strategy to revive and grow its tourism sector. Countries like Zimbabwe, South Africa, and Namibia are deploying targeted strategies — from visa facilitation to cultural marketing — to attract Chinese visitors, leveraging long-standing diplomatic and economic ties.

Government agencies across Africa are collaborating with Chinese partners and global tourism bodies to streamline travel processes, enhance visitor experiences, and promote sustainable tourism development. This concerted effort aims to position Africa as a premier destination for Chinese tourists, fueling economic growth and strengthening international cooperation in the post-pandemic era.

Image:  2025 South African Tourism

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