African Countries Push to Attract Chinese Tourists with Visa Reforms, Targeted Marketing

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The Meetings Africa 2026 event, held from February 23–25, 2026, at the Sandton Convention Centre in Johannesburg, South Africa, marked its 20th anniversary under the theme “20 Years of Connecting Africa to the World.” This premier business events trade show gathered representatives from over 20 African countries, including tourism officials, diplomats, and industry stakeholders, for discussions. 

The event featured nearly 300 exhibitors and attracted more than 375 elite buyers from 53 countries, contributing significantly to the economic impact and building on the previous edition’s R690 million boost to South Africa’s economy and support for over 2,600 jobs.

Delegates emphasised the urgent need for optimised visa policies, enhanced infrastructure, and targeted marketing to unlock the vast potential of Chinese tourists—one of the world’s largest outbound markets. China remains a strategic priority for Africa’s tourism growth, with its massive population and rising disposable income offering opportunities for economic diversification, job creation, and stronger people-to-people ties.

“South Africa has piloted the Electronic Travel Authorisation (ETA) system for Chinese travellers to streamline the application process,” South African Minister of Tourism Patricia de Lille told Xinhua, adding that the system is a “big enabler” in addressing previous bottlenecks that led to lengthy visa processing times.

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Noting that South Africa is set to launch a campaign in China to promote the ETA system while engaging with airlines to increase flight frequencies, she said that, following two years of close cooperation with Chinese tourism authorities, South Africa aims to attract 1% of the Chinese population as visitors.

The ETA, rolled out in phases starting in late 2025, allows eligible travellers from markets like China to apply online for quick approvals, often within 24 hours, eliminating traditional visa hurdles and fees in some cases. This digital preauthorisation is part of broader visa reforms aimed at easing access to high-potential source markets.

Beyond policy changes, African nations are investing in tailored services to better welcome Chinese visitors. In South Africa, the government has rolled out specialised Mandarin training programs for tourism practitioners, aiming to overcome language barriers, elevate service quality and create more personalised experiences that resonate with Chinese preferences, such as group travel, cultural immersion, and luxury safaris.

Infrastructure advancements, fuelled by deepening Africa-China cooperation, are also playing a pivotal role. Partnerships in rail, transport, and other sectors are making travel smoother for both business and leisure. Zambia’s High Commissioner to South Africa, Grace Mutembo, highlighted how collaborations, including Chinese-built projects, such as conference centres, have created new attractions and venues that draw international visitors while facilitating professional exchanges.

Gabon is pursuing similar strategies, intensifying diplomatic efforts and visa facilitation for Chinese nationals. Gabon’s High Commissioner to South Africa, Rod Rembendambya, said his country has been stepping up diplomatic engagement and enhancing visa facilitation measures for Chinese nationals. “Gabon is working with China in hospitality and infrastructure development and is keen to cement cultural exchange and boost the tourism sector by attracting more Chinese partners and investors,” he added.

Experts like Marta Gomes, president of the International Congress and Convention Association, stressed China’s immense potential due to its population and financial stability, said Marta Gomes, president of the International Congress and Convention Association, adding that “African countries need to showcase their unique culture and ensure more direct flights to China.”

To capitalise on this, more African destinations are adopting traveller-friendly policies. Countries such as Mauritius, Seychelles, Morocco, Tunisia, Madagascar, and Egypt already offer visa-free access or visa-on-arrival for Chinese citizens, contributing to gradual increases in arrivals. Other nations, including Kenya (with eTA options), Angola, Benin, and Zambia, have recently introduced facilitations.

Chinese outbound tourism is rebounding strongly, with projections of 175 million trips and $280 billion in global spending by 2026. While Africa has historically captured a smaller share, earlier figures showed that annual visitor numbers from China were under 1 million. The focus on visa ease, direct connectivity, and culturally attuned offerings positions the continent to attract a meaningful portion. Enhanced direct flights, unique wildlife experiences, cultural heritage sites, and emerging adventure tourism could drive sustainable growth, supporting local economies and fostering long-term bilateral relations.

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Frequently Asked Questions (FAQs)

1. What is Meetings Africa 2026?

Meetings Africa 2026 was the 20th edition of Africa’s leading business events trade show, held February 23-25, 2026, at Sandton Convention Centre in Johannesburg. It connected exhibitors from over 20 African countries with global buyers to promote the continent’s MICE (Meetings, Incentives, Conferences, Exhibitions) sector.

2. Why focus on Chinese tourists at this event?

China is a top global outbound tourism source, with projections of 175 million trips and $280 billion in spending by 2026. African nations see it as key for growth, job creation, and people-to-people exchanges.

3. What is South Africa’s electronic travel authorisation system (ETA)?

The ETA is a digital pre-authorisation for travellers from select countries, including China, allowing online applications with quick approvals (often within 24 hours). Piloted for Chinese visitors, it reduces visa processing delays and supports tourism campaigns.

4. Which African countries offer visa-free or easy access to Chinese citizens?

Several African countries offer visa-free or easy access to Chinese citizens, including Mauritius, Seychelles, Morocco, Tunisia, Madagascar, and Egypt (both visa-free and on arrival), while others, such as Angola, Benin, and Zambia, offer additional facilitations.

5. How are African countries preparing for Chinese visitors?

We are achieving this through Mandarin training, infrastructure partnerships (such as Chinese-built facilities), targeted marketing, increased direct flights, and showcasing unique cultures and attractions to cater to individual preferences.