As confidence in outbound travel from China surges, so too does the urgency to cement practical measures needed for southern and East Africa to effectively compete with long-haul destinations and reach ambitious tourist arrival targets from the Asian giant.
In April, travel analytics firm Dragon Trail International released its Chinese Traveller Sentiment Report, which found a significant positive shift in Chinese traveller confidence since April last year. Of the more than 1 000 respondents from mainland China, 63% voiced plans to travel or had already travelled outbound in 2024, compared with 41% in 2023.
“Chinese consumers have more plans to travel abroad and to travel further. Pandemic-era caution has given way to a new sense of adventure, as travellers seek out relaxation and exotic experiences beyond the borders of mainland China. In the eyes of Chinese travellers, the world now seems like a safer place than it did before, with safety ratings continuing to improve for…
