Exotic appeal of Africa

Local employees in the hotel of Zhongfa Sinodevelop Technology. Photo provided to China Daily

"Now Chinese tourists book hotel rooms six months in advance to get a room where they can watch the animals, even when the accommodation price is doubled or tripled," Zhang says.

Investments in tourism pay off, he says. "African governments spend money on various exhibitions in China to attract Chinese investors to build local plants, which is a prolonged and tricky task. But attracting tourists is much easier and brings quicker money."

He cites a Disney study showing that for every 65 international tourists, one job can be created.

The number of Chinese tourists visiting Kenya for the migration also shows the importance of the "prestige element" among these tourists, given that outbound travel has only recently become within reach to a sizable portion of the population.

"Travelers want to show off to their family and friends. Sharing experiences on social media and bringing gifts home are important elements of this," says the State of Chinese Outbound Travel 2014, published by the Travel & Tourism Intelligence Center, which has its headquarters in London.

That means Chinese tourists love going to places that are "famous". They usually visit Egypt for its historical sites such as the pyramids; Kenya to enjoy the animal migration; South Africa for the modern cities, nice beaches and wild animals; and Seychelles and Mauritius for the beaches and beautiful seashore scenery.

Other countries, with similar tourism resources but not as famous, tend to be neglected by Chinese tourists.

But it seems that few African countries have realized the importance of the "prestige element" to Chinese tourists.

"Many African countries are talking about simplifying the visa process for Chinese tourists. But the priority should be to make the Chinese want to go to their countries," Jones says. "They need to educate the Chinese people that their countries are not the dangerous and ragged places that many Chinese have in their mind. If people know what they can expect from the trip, the tourist numbers will shoot through the roof."

Paz Casal, travel and tourism research analyst at Euromonitor International, a market research firm, says digital advertising and social media in China are key to attracting Chinese tourists.

"Convenience is equally important. Few places (in Africa) accept credit cards issued by China Union Pay and other popular Chinese payment methods such as Alipay," Casal says.

Jones says many scenic spots that had never received Chinese travelers have begun to see Chinese faces more frequently. "They need to provide a basket of Chinese-friendly services, such as speaking basic Chinese, providing porridge and noodles for breakfast, or simply putting a cup of green tea on the table as a gesture of hospitality."