In a bid to tap into the vast potential of the Chinese tourism market, African nations are seeking to attract a significant number of Chinese tourists through thrilling safaris. The reopening of China's borders after a three-year closure due to the pandemic has presented an opportunity for African tourism operators to offset years of COVID-19 losses. With China's outbound travel frenzy and its 400-million-strong middle class, African countries aim to draw more revenue and establish themselves as mainstream tourist destinations.

The Potential of Chinese Tourists and the Reopening of China's Borders

Chinese tourists have played a significant role in the global tourism industry, making 166 million overseas trips in 2019 and spending a staggering US$255 billion on international travel. However, the pandemic caused a combined loss of US$270 billion in Chinese tourist spending from 2020-2021 worldwide. The reopening of China's borders is seen as a momentous occasion for the global tourism industry.

Egypt, Kenya, and South Africa were the first African countries to receive Chinese tour groups after the reopening of China's borders. Despite the growing popularity of Africa among Chinese travelers, only 0.6 percent of outbound Chinese tourists visited Africa in 2018. Tanzania, known for its diverse and unique tourism resources, still remains a niche travel destination for Chinese tourists.

Challenges in Attracting Chinese Tourists to Africa

While Tanzania is considered attractive to Chinese tourists in terms of its tourism resources, it has yet to become a mainstream tourist destination. Chinese travelers often prefer destinations with more evolved tourism infrastructures, abundant hotels and accommodation services, and cheaper travel costs. Countries like Japan, South Korea, Thailand, and those in western Europe and North America are more popular choices for Chinese tourists due to their developed industrial chains.

Additionally, the current outbound travel sector and lingering COVID-19 concerns have cast a shadow over tours to Africa. Many Chinese tourists have adopted a wait-and-see approach, and safety and coronavirus-related concerns still deter some from traveling. Even among Chinese tourists who do visit Africa, well-known countries like Egypt, South Africa, and Morocco tend to be preferred over other African destinations.

The Importance of Tourism for Tanzania's Economy

Tourism is a major economic pillar in Tanzania, contributing an estimated 17 percent to the country's GDP of US$75.5 billion. The tourism value chain is crucial, employing over 850,000 workers directly and supporting various sectors such as hotels, restaurants, travel agencies, tour operators, and transport. In Zanzibar, tourism-related services contribute more than half of the GDP and generate the largest share of private-sector employment.

Strategies to Attract Chinese Tourists

Tanzanian travel agencies and operators are eager to capitalize on the potential of the Chinese tourism market. They aim to provide tailored products and services that cater to the preferences of Chinese travelers. These strategies include offering Mandarin language support, accepting Chinese mobile payment methods like Alipay and WeChat Pay through local banks, providing Chinese cuisine options, and creating culturally sensitive experiences that resonate with Chinese tourists.

To facilitate travel and trade between China and Tanzania, Air Tanzania now offers six direct flights per week between Guangzhou and Tanzania. The two countries have also strengthened strategic ties, aiming to deepen collaborations and promote cultural exchanges and tourism.

Conclusion

African nations, including Tanzania, are actively seeking to attract a significant number of Chinese tourists through thrilling safaris. With China's vast population and potential customer base, tapping into the Chinese tourism market presents a promising opportunity for revenue generation and offsetting COVID-19 losses. By offering tailored experiences and addressing the preferences of Chinese tourists, African countries aim to establish themselves as mainstream tourist destinations for Chinese travelers, contributing to their economic growth and development in the tourism sector.