For Li Qiaoyang, a young travel enthusiast from Shandong province, a dream vacation isn't museum hopping in Europe or a beach break in Southeast Asia. Instead, he's dreaming of the wild African savannah.
"I have been to Egypt and Morocco in North Africa, and I want to travel to Tanzania this year to photograph animals," says Li, who was born in the 1990s.
Having explored the pyramids and the Luxor Temple in Egypt in 2016, and taken a road trip through Casablanca and the Sahara Desert in Morocco in 2020, Li is captivated by the African continent.
"Africa's unique natural landscapes and cultures are highly attractive. Many young Chinese are curious and drawn to it," he explains.
Li is among a growing wave of young Chinese globetrotters turning their gaze toward the African continent, which boasts spectacular savannahs, sprawling deserts, abundant wildlife, and rich natural and cultural heritage.
Favorable entry policies, such as visa-free and visa-on-arrival access in several African nations, further fuel this trend.
Unlike older generations who often prefer rigidly scheduled tour groups, this new demographic, averaging in their 30s, craves independent exploration and unconventional itineraries. Africa, often deemed distant and mysterious, holds immense appeal for those seeking adventure off the beaten path.
This shift in travel philosophy is clearly visible online. On the lifestyle app RedNote, searches for "Africa travel" yield posts that have easily drawn more than 100 comments. Netizens actively discuss pricing and routes, often demanding highly personalized experiences in Africa.
The tourism market has quickly felt the heat of this enthusiasm. Xie Ran, a manager at a travel agency based in the coastal city of Qingdao, Shandong, notes a consistent rise in the number of travelers to Africa over the past few years. The agency's clientele for African tours climbed from about 100 in 2023 to 180 in 2024 and reached around 240 in 2025.
GZL International Travel Service, a travel agency in Guangzhou, Guangdong province, says overall inquiries for African destinations rose by 50 to 60 percent in recent months. In comparison, bookings for routes involving South Africa and the "Vanilla Islands" jumped by nearly 40 percent.
Wu Liyun, a professor with the China Academy of Culture and Tourism at Beijing International Studies University, says that Africa's natural and cultural beauty possesses a unique charm that captivates Chinese visitors. Witnessing the spectacular Great Migration, in particular, has become a major draw for many.
"China's outbound tourism has been developing rapidly," Wu says."For frequent travelers who have already explored neighboring countries, venturing to more distant destinations like Africa is a natural choice as they gain more travel experience."
