China is now the world’s number-one market for foreign tourists, accounting for 70 million overseas trips last year.
South African Tourism has embarked on a concerted drive to attract Chinese tourism and gave Tourism Update a comprehensive breakdown of the Chinese source market in 2018.
How Chinese travellers view SA
In line with the worldwide boom in Chinese tourism, China has become one of South Africa’s core tourism markets, with visitor numbers growing by a remarkable 38% in 2016 to 117,144 – or around 10,000 a month. 2017 was a challenging year for Southern Africa, but according to SAT, the market is now starting to rebound.
Peak visiting times are around Chinese New Year in January/February; between May and June when the Chinese take their annual holidays; and during the annual national Golden Week holidays in October.
SAT President for Asia-Pacific, Bradley Bouwer says, “As China’s massive outbound tourism market matures, many experienced Chinese travellers are thinking ‘been there, done that’ about a typical Paris shopping spree. Instead, they’re increasingly heading to places of interest in Africa with favourable visa policies.”
At the same time, a growing number of Chinese travellers are no longer heading abroad for the first time. As a result the market research shows a marginal move from traditional group tours to independent travel, where travellers seek out unique experiences at their own pace.
Bouwer says South African tour companies have moved to accommodate the market by increasing the number of Mandarin-speaking guides and having their promotional materials translated into Mandarin, while SAT has been holding exhibitions, trade training, and consumer seminars in major and secondary cities across China.
To make the travel experience even more seamless, South Africa has established visa facilitation centres in 11 Chinese cities: Beijing, Shanghai, Guangzhou, Chengdu, Xian, Shenyang, Wuhan, Jinan, Hangzhou and, most recently, Kunming and Chongqing.
Bouwer says: “South Africa’s appeal to Chinese visitors extends to a favourable exchange rate, making the country a very attractive and competitively priced destination, while direct Beijing-Johannesburg flights on Air China in codeshare with South African Airways, as well as many more via Hong Kong, Singapore and the Middle East, have established closer air links.
“We expect a continuing Chinese tourism boom in 2017-2018, particularly due to the favourable exchange rate from the yuan to the rand. On average, Chinese tourists spend RMB 42,500 (US$6,200) per trip.”
He adds that the average length of stay is 10 days, usually with four days/three nights in Cape Town. Chinese visitor spending is meanwhile predicted to reach US$100 million this year, making the country a major contributor to the growth of the tourism industry, which supports one in every ten jobs in South Africa.
Bouwer says: “However, Chinese tourists are understandably sensitive to safety and security issues when travelling abroad, and South Africa is no exception. Unfortunately, crime-related incidents attract high-profile negative publicity and ensuring that all travellers are safe and secure when travelling to South Africa is a key priority and concern.
“But it’s important to remember that such isolated incidents are exceptions. Tours and popular attractions are certainly not vulnerable.” In general, visitors are advised to take the same wise, sensible safety and security precautions that they would when travelling anywhere else in the world.
Consumer and Marketing Trends
Nowhere is the social media trend more dominant than in China. Bouwer says: “China Is ‘mobile first’ and it affects every aspect of daily life. The younger generation in China do not ‘go’ online, they live online. This is why much of our promotional efforts of travel products and experiences are on WeChat, YouKu and Weibo and for Facebook, Twitter and Instagram. These are only utilised in Greater China as they are not available in Mainland China.”
He adds that online video platforms such as Meipai have become particularly critical for branded content and audience engagement. Additionally, key opinion leaders are closely followed in China, so SAT has begun inviting them to share South Africa’s authentic signature experiences and itineraries, encouraging their followers to add South Africa to their ‘bucket list’ of destinations to visit.
Trade Marketing Initiatives
Bouwer says, “A robust calendar of travel trade and media events is scheduled for 2018-2019 including familiarisation tours to South Africa, travel trade learning programmes and trade and media road shows across Mainland China.”
He adds that tourism promotion in 2018 also leverages on the 20th anniversary of Diplomatic relations between South Africa and China, as well as the centenary of the birth of former President Nelson Mandela.
“We are also focusing more on the Chinese MICE market in 2018, with marketing initiatives showcasing South Africa as a world-class MICE destination. The exceptional variety of incredible incentive experiences ranges from meetings on safari to elegant wine tasting and cutting-edge technology at award-winning international convention centres throughout the country,” concludes Bouwer.
