AFRICA’S breathtaking landscapes, rich cultural heritage, and diverse tourism offerings are drawing a growing number of Chinese tourists. Thanks to its unique appeal, Africa has witnessed a notable increase in tourism from China, driven by the allure of adventure, wildlife experiences, and ancient historical sites.
In the first half of 2024 alone, the number of Chinese tourists visiting Africa surged significantly. According to data from popular Chinese travel platforms like Ctrip and Fliggy, reported by Chinese news outlet People’s Daily Online, bookings for African destinations have risen by over 100 percent compared to the same period last year. Key destinations, including Egypt, Kenya, and South Africa, have seen a particularly sharp increase in tourist numbers.
A growing attraction
Statistics reveal that Egypt and Kenya have been among the most sought-after destinations for Chinese tourists, with bookings increasing by 236 percent and 167 percent, respectively. Egypt’s pyramids, rich cultural history, and beach resorts, coupled with Kenya’s world-renowned wildlife safaris, are the primary draws for visitors.
Li Peng, an executive with Tuniu.com, a Chinese online travel platform, notes that Chinese tourists are increasingly seeking out small-group tours and customised travel packages, particularly during peak vacation seasons such as the Chinese Lunar New Year. ‘Africa has become a favored destination for those seeking immersive, nature-based experiences and adventure,’ Li tells People’s Daily Online.
Expanding horizons
While traditional African destinations such as Egypt, Kenya, and South Africa remain popular, Chinese travellers are exploring lesser-known regions such as Morocco, Tunisia, and Namibia. The average duration of trips to Africa has also expanded, with many Chinese tourists now spending up to 18 days exploring the continent, giving them ample time to experience the wildlife migrations in East Africa, try wild camping, or enjoy cultural immersion in local tribes.
For example, the China Tourism Group recently organised a tour to Tanzania, where Chinese tourists witnessed the majestic migration of animals across the Serengeti and visited the Ngorongoro Crater.
The impact of China-Africa relations
Africa’s rising popularity among Chinese tourists reflects the broader deepening of economic, cultural, and tourism cooperation between China and the African continent. According to Han Jie, president of China Youth Travel Service, this surge in tourism is likely to continue, as tourism exchanges create opportunities for enhanced trade and cultural interactions.
In particular, the steady development of the ‘Belt and Road Initiative’ has strengthened ties between China and Africa, contributing to increased interest in African tourism. Qin Jing, vice president of Ctrip, points out that Africa’s rich cultural and natural heritage holds strong appeal for Chinese tourists, who are increasingly looking for off-the-beaten-path destinations.
Promising future
Despite the relatively high costs of African tourism, industry experts remain optimistic about Africa’s future as a leading destination for Chinese travellers. Travel agencies are now offering a wider variety of thematic and personalised travel experiences, from eco-tourism to adventure sports, further attracting Chinese visitors eager to explore Africa’s beauty.
Yang Jingsong from the China Tourism Academy notes that tourism exchanges between China and Africa will continue to grow, fostering economic and cultural bonds. ‘The cooperation between China and Africa in tourism is a win-win, opening doors for both sides to benefit economically while promoting greater cultural understanding,’ he adds.
