China is now able to reclaim its place because the primary spender in world tourism.
Talking on the World Travel Market (WTM) Africa convention, tourism professional Marcus Lee emphasised the immense potential of the Chinese language journey market and outlined methods for African locations to higher entice these profitable vacationers.
In line with Lee, who’s the CEO of China Travel Online, China is projected to see 130 million outbound travellers in 2024, greater than double the amount of 2023. “China is again because the world’s largest outbound supply market,” mentioned Lee. “We had been in lockdown for 3 years, however now we’re poised to steer the worldwide tourism restoration.”
Lee famous that China was the final main economic system to reopen its borders, however is now able to reclaim its place because the primary spender in world tourism. “When Chinese language journey, we don’t simply purchase for ourselves, we purchase presents for our household and buddies too,” he defined. “This makes us a particularly precious supply market, whilst China’s economic system slows down.”
To seize a share of this booming market, Lee careworn that the important thing priorities for African locations are easing visa insurance policies and addressing security and safety issues. “Even consumers at WTM Africa this 12 months couldn’t make it as a result of they didn’t get their visas on time,” he mentioned. “We have to make it as simple as potential for Chinese language vacationers to go to.”
Locations which have succeeded on this regard, similar to Malaysia, Singapore, and even elements of Japanese Europe, have already surpassed their 2019 Chinese language vacationer arrival ranges, famous Lee. “These locations have successfully communicated that they’re protected and welcoming for Chinese language travellers.”
For Africa, Lee beneficial concentrating on the prosperous, luxury-seeking Chinese language vacationer involved in experiences like wildlife, nature, and cultural immersion. He emphasised the significance of selling particular areas and sights, slightly than simply the continent as an entire.
“Africa is just not homogeneous – every vacation spot and area must showcase its distinctive promoting factors to face out,” mentioned Lee. “The subsequent peak journey season for Chinese language vacationers is the summer time vacation in July and August, in order that’s a chief time to draw these travellers.”
Nevertheless, Lee identified that the variety of Chinese language guests to African nations continues to be comparatively low, comprising lower than 2% of whole outbound Chinese language travellers. “There’s immense untapped potential right here,” he mentioned.
To raised cater to Chinese language vacationers, Lee careworn the significance of offering facilities and companies tailor-made to their preferences. “Chinese language travellers don’t usually order meals from resort eating places as a result of they don’t perceive the menu,” he defined. “Easy issues like having Chinese language signage and translations could make an enormous distinction.”
Lee additionally highlighted challenges confronted by Chinese language vacationers, similar to poor Wi-Fi connectivity and lengthy queues upon arrival at airports like Cape City. “These are the essential issues that should be mounted to develop into ‘China-Prepared’,” he mentioned.
Relating to promotion, Lee famous that Chinese language customers have a vastly totally different digital panorama in comparison with the West. “We don’t have entry to Google, YouTube, or different platforms which might be generally used globally,” he mentioned. “Reaching the Chinese language market requires a devoted China-focused digital technique.”
Lee additionally noticed a shift in Chinese language journey preferences over the previous decade. “Ten years in the past, Chinese language vacationers had been primarily involved in procuring,” he mentioned. “At this time, they’re searching for extra immersive, experiential journey – issues like visiting native villages and studying conventional cooking strategies.”
Critically, Lee emphasised that language obstacles have to be addressed, as 95% of Chinese language travellers don’t communicate English fluently. “In case your web site or brochures are solely in English, you’re successfully invisible to us,” he mentioned. “And Chinese language vacationers are unlikely to complain instantly – as a substitute, they’ll write adverse evaluations that may go viral on social media.”
Lee offered an instance of 1 resort the place the Wi-Fi didn’t work, main the Chinese language company to take a look at instantly and warn their buddies on WeChat to not guide that resort. “This sort of viral backlash will be devastating,” he warned.
Trying forward, Lee inspired African tourism stakeholders to put money into China-Prepared certification programmes, develop devoted Chinese language-language digital advertising, and organise focused roadshows and commerce occasions in key Chinese language markets.
“The Chinese language tourism market is primed for a comeback, however locations should be proactive of their strategy,” concluded Lee. “Those that get it proper will reap the rewards of this precious supply of holiday makers.”
Vicky is the co-founder of TravelDailyNews Media Community the place she is the Editor-in Chief. She can also be chargeable for the each day operation and the monetary coverage. She holds a Bachelor’s diploma in Tourism Enterprise Administration from the Technical College of Athens and a Grasp in Enterprise Administration (MBA) from the College of Wales.
She has a few years of each tutorial and industrial expertise throughout the journey business. She has written/edited quite a few articles in numerous tourism magazines.
