By Simon Nare
South African Tourism is looking at overhauling its marketing strategy specifically to fully tap into the Chinese market, with several challenges already identified.
Despite the introduction of the Trusted Tour Operator Scheme which has eased the accessibility of visa applications online, according to data gathered by the SAT, there are still challenges that need to be tackled.
The institution has revealed that although the number of Chinese arrivals has improved since Covid-19, they remain below half the arrivals recorded before the pandemic.
Gcobani Mancotywa, regional general manager for Asia, Australasia and Middle East, said it was for this reason that SAT had increased its investment in the China market for the 2025/26 fiscal year.
“Success in this space requires deep cultural understating, a strong digital presence and tailored experiences that speak to the evolving needs of Chinese travellers,” said Mancontywa.
Chinese tourists brought significant economic benefits, and SAT was looking at focusing on enhancing their experiences, building brand awareness and ensuring repeat visits.
SAT CEO Nombulelo Guliwe said China remained one of South Africa’s most promising growth markets and the entity’s efforts must reflect both the scale of the opportunity and the sophistication of the traveller.
Guliwe added that by removing access barriers and curating authentic, safe and memorable experiences, the country could become a long-haul favourite destination for Chinese tourists.
Chinese travellers were drawn to South Africa for its unique offerings such as safari adventures, cultural experiences, golfing, wine tasting and nature exploration. Their travel preferences highlighted 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 hurdles to address,” the entity’s data gathering has noted.
It has identified five areas that need to be attended to, including access and connectivity which deals with limited direct flights and visa processing, and competitor destinations, which looks at competing countries for the Chinese market such as Kenya, Tanzania, Botswana and Namibia.
It also identified tourism packages, which were viewed as expensive. Safety concerns needed to be addressed as Chinese tourists are particularly sensitive to crime-related issues.
TSA has acknowledged that South Africa’s potential to attract and retain Chinese tourists hinges on its ability to address barriers while amplifying its unique strengths.
“By implementing these strategies, the destination can not only capture market share but also position itself as a preferred long-haul destination for Chinese travellers.
“Consistent messaging, innovative campaigns and a commitment to understanding and meeting Chinese tourists’ evolving needs will pave the way for long-term success,” it said.
Some of the messages to enhance this campaign include creating attractive and relatable content featuring Chinese tourists, and offering iconic packages for first-time visitors to promote tourist destinations such as Table Mountain, the Kruger National Park and the Cradle of Human Kind.
INSIDE POLITICS