South Africa: Wesgro team unlocked the opportunities in China by participating in the South African Tourism (SAT) China Roadshow 2024. The event was held from September 08 to 13, in Beijing, Shanghai and Shenzhen to tap into the potential of the Chinese Market.
The major goal of Wesgro to participate in the summit was to boost the tourism sector by raising the awareness, improving the destination’s visibility and facilitating the market entry. The efforts were put with an aim to strengthen the cultural and economic ties with China.
It is rapidly growing economic powerhouse that has set the stage for a vibrant future in tourism for both countries. With more than 300 million outbound travellers, China provided a significant opportunity for Cape Town and the Western Cape, every year, despite of the current lack of direct air access.
This highlighted the region as a premier destination, which is crucial for building market awareness and attracting travellers seeking premium experiences. The strategy was expected to yield a substantial economic impact.
Reportedly, the recovery strategy of South African Tourism 2024 emphasised a collaborative ‘Team South Africa’ approach. It engaged with various stakeholders throughout the week, as the initiative aimed to effectively showcase the diverse tourism offerings of South Africa.
South African Ambassador to China Siyabonga Cwele listed the tourist attractions which are worth visiting in South Africa during an event held by South African Tourism (SAT) in Beijing on September 09, 2024.
The event was part of a series of roadshows by South Africa’s provincial tourism bureaus and 45 exhibitors held in Beijing, Shanghai and Shenzhen to attract more Chinese tourists.
According to the reports, several Chinese tourists travelled to South Africa and has recovered to 60% of the pre-pandemic level in the year 2019.
Manager of China Trade Relations at SAT – Lisa Hu said that they expect, by the year 2026, the Chinese market will recover fully to the 2019 level. Hu added that China is one of the most promising markets in the Asia-Pacific region and they are full of confidence in this market.