African tribal life helps with cultural exchange

Tailored tours

With the increasing number of visitors to the continent, Africa will need to work to tailor its tourist services to match the preferences and requirements of Chinese tourists. Aside from business travelers, a large number of Chinese travelers choose to join tour groups organized by travel agencies based in China. This is because many Chinese still see Africa as an unknown and risky tourist destination, and see guided tours as the safest and most efficient way to visit a particular destination. As a result, competition between travel agencies in China is often fierce.

But at the same time, young, middle-class and experienced Chinese travelers are beginning to favor self-guided African tours, which require more planning and proficiency in a foreign language, such as English. Tourists with a streak of independence and desire for adventure look for travel information, share travel tips and seek travel companions on major social media portals such as Weibo and Renren.

Africans also need to understand the consumption patterns of Chinese tourists, who are well known for purchasing luxury goods and high-end brands. Although many African nations have not developed their own indigenous luxury brands, high quality African artifacts are now favored by Chinese tourists as they make unique and memorable gifts for friends back home. 

Cultural awareness

As most Chinese visitors are seeking a different experience in coming to Africa (some young Chinese couples spend their honeymoons in South Africa or Kenya for example), economies will need to develop strategies that differentiate their natural and cultural tourism resources from other regions or economies. A regional African approach could also be considered in this regard. Furthermore, value-added products and high-quality souvenirs should be added to the traditional offering of sight-seeing.

While enjoying the unique cultural and natural experiences that Africa has to offer, Chinese tourists prefer to follow their own cultural practices while vacationing. A variety of facilities geared toward serving Chinese tourists, including authentic Chinese restaurants, bilingual tour guides and ATM machines that accept China UnionPay cards, will increase tourism income.

Making use of Chinese social media platforms is essential for marketing aimed at prospective Chinese tourists. While advertisements in line with country branding strategies on major Chinese TV channels remain relevant, maintaining a popular Weibo account can also reach a sizeable audience. Working with major Chinese backpacking websites, such as QiongYou and MaFengWo, and coordinating with Chinese travel agents would also pay dividends.

Savvy marketing

Looking ahead, it is imperative for African nations to market themselves better on the international stage. Countries that can communicate to potential tourists that they are a safe and attractive destination will be able to reap rewards. Making it easier for Chinese citizens to obtain tourist visas will also encourage more Chinese vacationers, who currently have to hire agencies or travel to Beijing to apply for visas to African countries, to travel to Africa. Easing the visa application process or opening additional visa offices in other major cities in China will attract additional business and leisure travelers to the continent.

Already, there are moves afoot to negotiate further direct air-links between China and African nations. A number of Chinese airlines are also actively seeking to invest in hotels in the countries to which they fly. With the number of Chinese outbound tourists expected to increase, it is important that African nations work to attract this new source of tourists, and effectively harness the tourism industry to provide social, economic and political benefits. CA

(Hannah Edinger is Head of Research & Strategy at Frontier Advisory, a South Africa research, strategy and investment advisory firm. Lu Jinghao is a China-Africa Analyst at Frontier Advisory)