With increased collaboration and the introduction of a new investment portfolio designated specifically for African tourism, Chinese investment in the sustainable tourism industry in Africa is poised for significant growth. During his remarks at the Investor Forum at the China Outbound Travel and Tourism Market (COTTM), which took place in Beijing the previous week, Jon Danks, Chief Executive Officer of Capital Horizon, expressed his optimistic outlook. His statements reflect recent trends in African tourism, signalling a promising future.
FOCAC’s Role in Strengthening China-Africa Tourism Ties
Additionally, Danks was invited to showcase potential opportunities in Africa following his visit to the Beijing event in 2023. The COTTM event, hosted by Informa Markets, featured a dedicated session for Chinese investors. Holding the event barely one month after the Forum on China-Africa Cooperation (FOCAC), which was also held in Beijing and attended by 51 African heads of state, the Chairman of the African Union Commission (AUC), and the Secretary-General of the United Nations, was perfect timing.
During the COTTM Investment Forum, Danks provided counsel and advice for the Chinese investor community. He drew on his decades of experience dealing with the private sector in Africa, as well as government tourism and investment authorities across the continent.
Chinese Investment in African Tourism: A Growing Partnership
Capital Horizon, a partnership formed by Dalmore International—a Shanghai-based company specialising in investor business tourism facilitation agreements—and Danks, a former Chief Executive Officer of the African Travel and Tourism Association (ATTA), has launched a new sustainable investment portfolio for African tourism. This portfolio includes opportunities in Tanzania, Kenya, South Africa, and Rwanda. Additionally, Capital Horizon has committed to sourcing new prospects tailored to the specific needs of Chinese business investors.
During the event, Danks stated:
“Following investor meetings in Shanghai and Beijing, the business connections made during COTTM were a resounding success.” This event marks a new chapter in the investment climate and is a direct response to China’s growing interest in Africa.
“It was a privilege to assist many Chinese investors and businesspeople, engage in conversations with the private sector in Africa, and re-establish connections with several African embassies located in Beijing.” These achievements reaffirm the event’s success in fostering Chinese investment in African tourism.
Qinghui Qing, the Director of the COTTM Project, highlighted the forum’s unwavering commitment to creating a business platform for Chinese hospitality brands and tourism investors interested in overseas ventures. He expressed the forum’s eagerness to collaborate with Capital Horizon to attract more African companies to China for investment. Qing also shared the forum’s delight in hosting Danks and assisting numerous African firms, underscoring its dedication to fostering Chinese investment in African tourism and inspiring confidence in the industry’s future. For more insights on how Nigerian tourism is positioning itself on the global stage, check out this article on Nigeria’s Tourism Minister to Elevate National Presence at World Travel Market 2024.
Strengthening Future Tourism Links Between China and Africa
The tourism minister of South Africa, Patricia de Lille, reportedly planned to initiate several initiatives in November 2023 to attract more Chinese tourists. These initiatives included implementing electronic visas and direct flights. This followed her meeting with Danks at the World Travel Market in London the same month.
Attracting Chinese travellers with its breathtaking landscapes, cultural richness, and unique travel experiences, Africa is quickly becoming a popular destination for Chinese tourists, according to reports published by China’s People Daily Online in September. Data from Ctrip, a renowned Chinese travel site, shows that the number of Chinese tourists who visited Africa from February to August 2024 increased significantly compared to the previous year.
Egypt and Kenya saw growth of 236% and 167% respectively during this period, with flight bookings to African destinations nearly doubling. According to Julius Thairu, Chief Commercial and Customer Officer of Kenya Airways, the airline launched a campaign in September to increase the number of Chinese tourists visiting Kenya and raise general awareness of Kenya’s tourist attractions.
As tourism links between China and Africa continue to strengthen, the continent is anticipated to draw more Chinese tourists, further boosting tourism, economic investment, and cultural exchanges. As part of the FOCAC strategy, China and African countries have agreed to participate in each other’s large-scale tourism exhibitions and conduct seminars on partnerships through digital technologies and destination promotion.
For further insights into how investments are enhancing tourism and driving economic growth across Africa, check out this article on Nigeria’s IPADA investment and its impact on tourism and economic development.