Africa is a new final destination with growing appeal for experienced Chinese travelers seeking in-depth, luxury, personalized and independent travel. In this article, we will show you how to ” how to attract Chinese tourists in Africa?
Chinese OTA Ctrip reported a 70% year-on-year increase in purchases of Africa-related tour products in the first seven months of 2018. According to the China Tourism Academy (CTA), Africa welcomed 797,800 Chinese tourists in 2017. Some countries, like Morocco and Tunisia, have seen huge increases in recent years thanks to new visa policies, and interest in Africa is growing among Chinese travelers looking for new destinations to explore. In November 2018, a ‘Luxury Chinese Traveler 2018 Report’ revealed that Africa was the destination with the biggest increase in interest from high net worth Chinese travelers, breaking into the top three most popular world regions for travel as it increased from 15% in 2017 to 29% in 2018.
Following the success of Morocco and Tunisia in attracting Chinese visitors after they went visa-free in 2016 and 2017, respectively, Zimbabwe, Rwanda, Angola, and Benin all started offering visas-upon-arrival to Chinese nationals in 2018.
Who is traveling?
According to the African Travel & Tourism Association (ATTA), the rise of High net worth travel is the biggest trend in Chinese tourism to Africa right now Ctrip data shows that in the first half of 2018, 54% of Chinese travelers visiting Africa were female, in line with the general ratio of female to male Chinese outbound tourists around the world. 64% of Chinese travelers to Africa were born in the 1970s, ’80s, and ’90s, with older “silver travelers” (born in the 1950s and ’60s) accounting for 29%. Chinese tourists to Africa tend to come from the first-tier cities of Shanghai, Beijing, and Guangzhou.
Chinese who visit Africa are likely to be very experienced travelers who have already been to Asia and likely Europe and North America as well, and see Africa like Latin America as a final destination. It’s also an appealing destination for affluent Chinese who treat travel as a social currency and who are eager to explore parts of the world that their friends and acquaintances have not yet been to.
How do they travel?
According to Ctrip, 59% of Chinese travelers to Africa in the first half of 2018 joined package tours, and the other 41% (+12% YoY) chose to travel as FITs or used Ctrip’s customized travel service. 29% of Chinese travelers were couples, and 28% visited Africa with family (children or parents). Most Chinese travelers (96%) stayed in Africa for a period of more than seven days.
The majority of Chinese travelers to Africa spend on average $1464-2196 (RMB 10,000-15,000) per capita. While 41 percent of travelers fall into that category, 28 percent spend up to $2928 (RMB 20,000) on their trips, according to the CYTS report.
Tips for attracting Chinese tourists in Africa
With the rise of customized tours, making strong connections to the Chinese travel trade is essential for African destinations. Apart from traditional methods like road shows and trade shows, it’s time to better think about the digital marketing strategy for connecting to Chinese travelers.
Travel Influencers+ KOLs: GMA Case-Jacada Travel
Jacada Travel is an African and South American tourist agency offering a luxury tourist service for people who want to have a unique adventure experience and enjoy their trip. Due to the economic boom in China, they now bet a lot on Chinese tourists to increase their reputation worldwide.
To promote their service in China, Gentlemen Marketing Agency has helped them build their official account of social media at Weibo and has helped them generate followers on social networks.
In China, KOL or Influencers have a very special place in the Chinese People’s Heart. Every time that Kol write about a new destination or trip, it will become a hotspot for Chinese day tours. Especially for destinations that are relatively unknown in China, influencer marketing can have a significant effect, and working with Chinese travel bloggers and other KOLs is strongly advised.
Another African country looking to increase its Chinese tourism arrivals, Rwanda opened a pavilion on Chinese OTA Fliggy at the end of 2018, and also received an endorsement from Alibaba (Fliggy’s parent company) founder Jack Ma.
Better understand your Reputation
Knowing how to most effectively attract Chinese travelers depends on understanding general market trends, as well as what’s specifically appealing about your destination to Chinese travelers including things like safari, hot air ballooning, wine tasting, cultural activities or archeological attractions. In addition to some of the ideas outlined in our blog series on Chinese tourism to Africa, you can also learn a lot from reading content on Chinese travel review sites and checking other online resources to help you better understand your reputation.
Baidu Seo Marketing: GMA Case- Safari 365
Based in Africa, Safari 365 offers to its customers from all over the world the ability to access local knowledge and savings directly from a true destination specialist when planning a luxury safari to Africa.
Safari 365 contacted GMA for helping to create a strong Baidu marketing in order to rank on the top Baidu pages
The Chinese market offers great business opportunities due to its rapid economic growth and a huge market. However, it has its fair share of challenges, ranging from inadequate market information, inappropriate entry strategy, lack of access to sales channels, difficulty in finding the right partners and cultural differences, etc.
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