China is South Africa’s 13th largest overseas source market for tourism, ranking third in revenue from Asia and Australasia behind Australia and India. Despite the potential, the number of Chinese tourists visiting South Africa remains below pre-pandemic levels. From January to April 2025, arrivals were recorded at 13,976, less than half of those in 2019. In response, South African Tourism has increased its investment in the Chinese market for the fiscal year 2025/26.
Gcobani Mancotywa, Regional General Manager for Asia, Australasia, and the Middle East at South African Tourism, stated: “Arrivals in 2025 are at 13,976 for the period since January to April, and although they are improved, they remain below half the 2019 levels. This is why this new fiscal year we’ve [South African Tourism China] increased our investment in the China market for the 2025/26 fiscal year because we see clear growth potential.”
Chinese tourists are attracted to South Africa’s safari adventures, cultural experiences, golfing opportunities, wine tasting events, and nature exploration. However, long-haul travel considerations such as visa processing challenges and safety concerns present hurdles.
Nombulelo Guliwe, CEO of South African Tourism said: “China remains one of South Africa’s most promising growth markets… By removing access barriers and curating authentic, safe and memorable experiences… we are confident that South Africa can become a long-haul favourite for Chinese tourists.”
Lisa Hu from South African Tourism’s China office identified several challenges: limited direct flights and lengthy visa processes make travel less appealing compared to more convenient destinations; regional competitors offer similar attractions with better connectivity; perceptions of high costs need addressing; evolving preferences require diverse offerings; safety concerns impact destination image.
To overcome these challenges and enhance appeal to Chinese tourists, Lisa Hu suggests a strategic approach: streamline visa processes; curate local content featuring Chinese tourists; prioritize safety in marketing materials; create tailored tour packages; provide language support; enhance digital marketing on popular platforms like WeChat; deliver value-for-money options; emphasize sustainability and education.
Sthembiso Dhlamini CEO Gauteng Tourism Authority emphasized Gauteng’s importance as a gateway province: “Gauteng is the most visited province by Chinese tourists… As the gateway to South Africa… we see China not just as a source of arrivals but as a key partner in unlocking economic growth…”
South African Tourism provides an insights booklet offering valuable information on accessing the Chinese market.
