South Africa becomes a destination to savor for novel experiences

Imagine tracking lions and leopards from an open safari vehicle, witnessing whales breach in the ocean, and watching adorable penguins waddle along the beach.

More Chinese tourists are opting for these unforgettable experiences in South Africa.

"It's thrilling to see these wild animals. I temporarily escaped the city's hustle and bustle, rediscovering reverence for life's raw power," says Wu Qian, an office worker from Beijing, who recently visited South Africa.

According to South African Tourism, the number of Chinese visitors to South Africa in 2024 reached 41,651, reflecting an 11.4 percent year-on-year growth.From January to May this year, 17,431 Chinese tourists arrived in South Africa, with a 1.1 percent year-on-year growth.

In February, the country launched the Trusted Tour Operator Scheme to simplify visa procedures and shortened visa approval times for tourists from China and India, with its second phase having been recently rolled out.

A total of 47 vetted and approved Chinese tour operators joined the scheme. They submit visa applications online and receive digital decisions within an average of 24 hours.

It's part of the South Africa's ambitious move to attract more Chinese tourists, alongside plans to increase flight frequencies.

"China is an important and the fastest-growing tourist source market for South Africa," says Patricia de Lille, South Africa's minister of tourism, who visited Beijing recently. She believes that the growth of Chinese tourists will help the South African tourism industry recover.

According to her, tailored services are available for high-end tourists, family travelers, and study tour groups. Beyond iconic attractions like wildlife reserves and Table Mountain, South Africa also abounds in rich culinary delights and cultural heritage.

South Africa's nine provinces boast unique tourism resources, spanning diverse settings — from bustling cities and charming towns to serene rural landscapes, alongside world-class surfing, and sun-drenched beaches.

South African Tourism is conducting promotional campaigns through Chinese social media platforms, inviting Chinese celebrities, influencers and South Africans living in China to create content, to promote South Africa as a destination.

The bureau recently released short videos online about actor Lei Jiayin's travel experience in South Africa, announcing that he is the ambassador for the country's tourism.

According to Fang Zeqian, an industry analyst with Trip.com Group, China's largest online travel agency, among the platform's South Africa tourism products, 59 percent of users choose the dedicated 9 to 11 day South Africa in-depth tours, while 24 percent opt for the 12 to 13 day trips spanning South Africa, Zambia and Zimbabwe.

She notes that clients booking customized travel to South Africa prioritize several key factors: securing high-end hotel bookings, meeting their luxury safari expectations, ensuring good value for money, and the travel agency's capability in handling on-trip emergencies.

"Beyond traditional wildlife safaris and nature-focused sightseeing, Chinese travelers to South Africa are now exploring historical routes — like a tour following in the footsteps of late former president Nelson Mandela — and cultural village visits," she says.

She adds that the country is also a prime destination for outdoor adventures, offering colorful activities such as luxury glamping, hot-air ballooning, and bungee jumping.