In brief
South African tourism authorities are eyeing China as a pivotal market, unveiling an Electronic Travel Authorization system in August and plans to showcase local cultures. The Department of Tourism said Mandarin‑trained guides and expanded itineraries beyond Cape Town and Kruger are part of the strategy. The focus is to create authentic experiences that resonate with Chinese visitors.
JOHANNESBURG, Oct. 31—South Africa’s Department of Tourism declared the Chinese market a future anchor for tourism growth, according to a senior official interviewed by Xinhua. The nation has launched an Electronic Travel Authorization (ETA) system last August, initially piloted for travelers from China, India, Indonesia and Mexico during its G20 presidency, and now extending it to Chinese visitors who can apply online and receive decisions within 24 hours.
"We see it as a market that is actually going to be an anchor for us in the future," said Nkhumeleni Victor Vele, director‑general of the Department of Tourism. The official added that China now leads in applications through the ETA, signaling renewed interest in visiting South Africa.Vele explained that easier access alone will not satisfy Chinese tourists, who "are not looking for another China outside home." He urged authorities to offer experiences that are uniquely authentic and memorable, such as township and village cuisine, cultural performances, storytelling traditions and the distinct wildlife of the Northern Cape. The director highlighted Karoo lamb, wines, and the cultural traditions of Venda communities in Limpopo’s rural villages as potential focal points.
"The two sides are working on a joint…" Vele remarked, though the statement was cut short in the Xinhua report. The official also noted the Department’s efforts to train tourist guides in Mandarin and deepen their understanding of Chinese culture and culinary preferences, ensuring visitors can enjoy local dishes while also having access to familiar meals during longer stays.With these measures, South Africa hopes to move beyond its well‑known attractions and showcase the breadth of its natural and cultural heritage to Chinese travelers, aiming for a diversified and sustainable tourism sector.
