Marketing on WeChat and flight discounts: Africa targets Chinese tourism boom

African Countries Attract Chinese Tourists to Boost Tourism Sector

Introduction

African countries are making significant investments to attract tourists from China, the world’s largest outbound market. This initiative comes as these countries strive to recover from the losses suffered during the coronavirus pandemic. The pandemic severely impacted the tourism sector, particularly in poorer regions like Africa, which heavily rely on foreign exchange brought in by tourists. The loss of this revenue has been a major blow to these countries.

Efforts to Attract Chinese Tourists

South Africa, Egypt, Kenya, and Tanzania are among the countries that have increased their efforts to attract Chinese tourists. They have introduced more direct flights to China and have partnered with social media platforms like WeChat and TikTok to promote their tourist attractions. These efforts have already shown positive results, with an increase in the number of Chinese tourists visiting these countries.

1. Kenya has seen a significant rise in Chinese tourists visiting attractions such as the Masai Mara Game Reserve.
2. Tanzania’s national airline offers discounts on flights to and from China to encourage more Chinese tourists to visit.

Despite these efforts, African countries believe there is still untapped potential in the Chinese market. They aim to attract more Chinese tourists by promoting unique experiences and emphasizing the cultural and wildlife attractions that Africa has to offer.

Impact of the Pandemic on African Tourism

The COVID-19 pandemic had a devastating impact on the tourism sector in Africa. Before the pandemic, tourism accounted for an average of 8.5% of GDP on the continent. However, travel bans and restrictions caused a significant decline in tourist arrivals, resulting in job losses and a decline in GDP contribution. African countries are now focused on recovering and rebuilding their tourism sectors, with a particular emphasis on attracting Chinese tourists.

Challenges and Recommendations

Experts highlight several challenges that hinder the attraction of Chinese tourists to Africa. These challenges include inefficient visa procedures, complicated bureaucracy, and safety concerns. To address these challenges, African countries need to streamline visa processes, simplify travel requirements, and improve safety measures.

• Collaboration with Chinese tour operators is crucial to increase Chinese tourist arrivals. African countries should establish partnerships with tour operators and engage in joint marketing initiatives.
• Marketing efforts should focus on promoting unique experiences and attractions that set Africa apart from other destinations.
• Efforts should be made to change the perception that Africa is dangerous by improving safety measures and addressing crime concerns.
• Promotional initiatives should target diverse budgets, ages, interests, and motivations of Chinese tourists.
• Engaging Chinese media through press trips and showcasing unique offerings can help raise awareness and attract more Chinese tourists.

Conclusion

African countries are determined to recover from the impact of the pandemic by attracting Chinese tourists. They recognize the potential of the Chinese market and are investing in marketing strategies and partnerships to tap into this market. By promoting unique experiences, improving visa procedures, and addressing safety concerns, African countries aim to position themselves as attractive destinations for Chinese tourists.

SDGs, Targets, and Indicators

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 8: Decent Work and Economic Growth
• SDG 9: Industry, Innovation, and Infrastructure
• SDG 10: Reduced Inequalities
• SDG 12: Responsible Consumption and Production
• SDG 16: Peace, Justice, and Strong Institutions
• SDG 17: Partnerships for the Goals

2. What specific targets under those SDGs can be identified based on the article’s content?

• Target 8.9: By 2030, devise and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products.
• Target 9.1: Develop quality, reliable, sustainable, and resilient infrastructure, including regional and transborder infrastructure, to support economic development and human well-being.
• Target 10.3: Ensure equal opportunity and reduce inequalities of outcome, including by eliminating discriminatory laws, policies, and practices and promoting appropriate legislation, policies, and action in this regard.
• Target 12.8: By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature.
• Target 16.9: By 2030, provide legal identity for all, including birth registration.
• Target 17.17: Encourage and promote effective public, public-private, and civil society partnerships, building on the experience and resourcing strategies of partnerships.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• Indicator for Target 8.9: Number of jobs in the tourism sector, particularly in African countries.
• Indicator for Target 9.1: Number of direct flights and partnerships between African countries and China.
• Indicator for Target 10.3: Number of Chinese tourists visiting African countries.
• Indicator for Target 12.8: Amount of money spent by Chinese tourists on specialized activities in African countries.
• Indicator for Target 16.9: Percentage of Chinese tourists with legal identity documentation when visiting African countries.
• Indicator for Target 17.17: Number of partnerships established between African countries and Chinese tour operators.

Table: SDGs, Targets, and Indicators

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Source: english.elpais.com

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