JOHANNESBURG, SOUTH AFRICA — South Africa, renowned for its scenic winelands, picturesque coasts, and iconic wildlife, remains a top-notch destination for global tourists. Despite its allure, industry experts underscore the imperative for the government to enhance efforts in drawing more visitors from a substantial market: China.
According to Thandiwe Mathibela, a spokesperson for South African Tourism, the tourism marketing arm of the government, arrivals from China experienced a remarkable surge of 215.7% in the first 11 months of 2023. This spike is attributed to China’s reopening and the establishment of new direct flight routes, signaling the considerable potential and significance of the Chinese market to South African tourism.
However, despite this surge, Chinese visitors still constitute a relatively small share of the overall foreign arrivals. Over the January to November period last year, approximately 8 million tourists visited South Africa, with the majority hailing from the United States, United Kingdom, and Germany.
“We continue to explore ways, led by our Minister of Tourism, to make South Africa even more accessible to Chinese visitors eager to experience our rich culture and heritage,” remarked Mathibela.
Acknowledging the existing hurdles, industry experts and government officials highlight the hindrance posed by South Africa’s visa system. Critics argue that the process is time-consuming and opaque, deterring potential Chinese tourists. Rosemary Anderson, Chairperson of the national trade association for the hospitality industry, FEDHASA, emphasized the need to streamline the visa process to fully capitalize on the vast potential of the Chinese tourism market.
Potential solutions include a visa exemption for Chinese nationals or the introduction of a visa-on-arrival system. Anderson stressed that understanding the nuances of the Chinese market, such as a preference for guided group travel, requires extensive support throughout the trip.
Comparatively, other African countries like Kenya and Zimbabwe offer visa-free or visa-on-arrival options for Chinese visitors, providing a competitive edge. South African President Cyril Ramaphosa, underscoring the importance of the tourism sector, anticipates a recovery to pre-COVID levels in inbound Chinese tourism by 2026.
Efforts are underway to bolster connectivity, with only direct flights currently operating between Johannesburg and China’s capital, Beijing, or manufacturing hub Shenzhen, operated by Air China. South African Airways is reportedly working on restarting flights. Tourism Minister Patricia De Lille expressed interest in waiving or easing visa requirements for Chinese short-term visitors.
Late last year, South African government officials conducted events in China to promote the country as a tourist destination. De Lille emphasized support for increased frequency of direct flights and Mandarin language training.
Ambassador Chen Xiaodong of China encouraged South Africa to simplify the visa process, noting China’s status as the world’s largest source country for outbound tourism. Rachel Wang, manager of Asian Sun, a tour operator catering to the Asian market, remains skeptical about promises to fix the visa system, citing long-standing discussions without tangible outcomes. Wang also pointed out the economic slowdown in China as a barrier, with Chinese travelers opting for closer, more affordable destinations.
