South Africa's natural appeal

The country's tourism authorities are working to enhance its allure among Chinese travelers, Xu Lin reports.

South Africa is taking action to appeal to more Chinese to answer the call of the wild.

South African Tourism, the country's official tourism-marketing agency, recently staged its annual travel-trade road show with the theme, "Wild, authentic South Africa", in Beijing, Shanghai and Shaanxi province's capital, Xi'an.

It announced new strategies to draw more Chinese visitors at the events.

"Discovering a wild, authentic South Africa is not just about the animals but also about discovering yourself and bringing out the wild in you," Mansoor Mohamed, who's in charge of the agency's Asia-Pacific operations, said at the Beijing event.

"Connecting with the wild gives you a sense of inner expansion, perspective and life meaning, allowing you to challenge your preconceptions and reinvent yourself through a wild, authentic lifestyle."

Tourist arrivals from China to South Africa exceeded 97,000 last year. The number of arrivals this January was 22 percent higher than in January 2018.

Tourism revenue generated by Chinese visitors increased nearly 70 percent last year compared with 2017.That's largely because their average stays increased to 10 days, and more are seeking premium experiences.

Mohamed says that South Africa is also a leader among responsible-tourism destinations.

"We've won many awards for conservation and responsible tourism," he says.

"Our aim is that our children, grandchildren and their offspring will be able to enjoy the beauty of South Africa in the future, as well."

He says many Chinese visitors are concerned about environmental protection and community development.

"South Africa is doing well in its environmental protection efforts for tourism. That's why we are able to see such a wide variety of wildlife there," says Zhou Wei. The 33-year-old office worker from Beijing traveled to South Africa with his wife and 5-year-old daughter for two weeks in February during this year's Spring Festival.

"The country's natural scenery and wildlife are perfect for parents and children to explore and spend some quality time together," he says.

They saw an elephant fall prey to lions and learned about "the law of the jungle". They also enjoyed beaches, oceans and city views of Cape Town, and visited a local vineyard.

The family of three joined a small, high-end safari trip and stayed overnight in a national park to have an encounter with nature. A local tour guide sought out the wild animals that they wanted to see and taught them how to identify different types of plants.

At Boulders Beach near Cape Town, Zhou was moved to see tens of thousands of penguins hatch their eggs under the heat of the sun.

"It's just like parenthood for humans - we'll happily do anything for our children," he says.

Since a colony of African penguins settled there in 1982, increasing numbers of penguins have flocked to the location where they're placed under the protection of the authorities.

"It's easier for Chinese people to travel to South Africa than before, as the visa policy and air connectivity have improved over the years," Mohamed says.

South Africa has visa centers in 11 cities across China, such as Zhejiang province's capital, Hangzhou, Hubei province's capital, Wuhan, and Sichuan province's capital, Chengdu.

Authorities are working to reduce processing times. They are planning to increase the centers' human resources this year.

Chinese travelers can also choose from 33 routes to South Africa operated by 12 airlines.

Air China launched nonstop flights between Beijing and Johannesburg three times a week in 2015.In January, it extended this route by adding Guangdong province's Shenzhen as a stopover.

In September, South African Airways will launch a new route between Guangdong's capital, Guangzhou, and Johannesburg to make the country more accessible for visitors departing from southern China.

South African Tourism is striving to strengthen partnerships with tourism-industry players, better publicize travel products and attend more tourism-related events, such as seminars, workshops and road shows.

It's also working to enhance cooperation with various brands, engage travelers through more online and offline activities and platforms, and boost integrated-marketing collaboration.

This year, South African Tourism has expanded its marketing partnerships from China's online travel agencies and agents to brands not directly associated with travel, such as the question-and-answer website, Zhihu. It's placing special focus on drawing young travelers.

Chinese actor Huang Bo, who won a Golden Horse Award for best actor, became South Africa's tourism-image ambassador in China in March.

South Africa is also continuing its China Ready Workshop for its tourism operators. It provides instruction in such areas as Chinese language and cuisine.

Mohamed says tourism businesses can join other trainings online and offline in a growing number of provinces.

"We're also pushing (Chinese) toward tailored itineraries and experiences," he says.

"Chinese travelers are moving away from the traditional group-tour products toward small-group and family tours. And they prefer the personalized travel experiences."

Contact the writer at xulin@chinadaily.com.cn

(China Daily Global 07/30/2019 page15)