In brief
A senior tourism official said China could become South Africa’s key tourism anchor, citing the Electronic Travel Authorization system and broader cultural offerings. The government plans to train guides in Mandarin and highlight rural visitor experiences beyond Cape Town and Kruger.
Johannesburg, Oct. 31 (Xinhua) – In a press interview on Friday, South Africa’s tourism director‑general, Nkhumeleni Victor Vele, said the country is treating China as the future anchor for its tourism industry.
Vele told reporters that the electronic visa system – the Electronic Travel Authorization – is a central part of that push. Launched last August after a pilot with Chinese, Indian, Indonesian and Mexican travelers, the ETA lets visitors apply online instead of lining up at an embassy. Airline companies are also working to increase flight capacity and improve connectivity to South Africa from China.
"China leads applications through the system, describing the uptake as an encouraging sign of renewed interest in visiting South Africa," the official said. He emphasised that the government was looking beyond the typically advertised spots of Cape Town and Kruger National Park and was intent on sharing more authentic experiences with domestic and rural tourism destinations.
Vele highlighted several cultural encounters he believes would appeal to Chinese tourists: the Northern Cape’s desert landscapes, its wildlife, the local Karoo lamb and wines, and the cultural traditions of Venda communities in Limpopo’s rural villages. He said that the country had not yet adequately revealed township and village cuisine, cultural performances and storytelling traditions to foreign visitors.
"Chinese travelers are not looking for another China outside home," Vele said. “They want an experience that is uniquely authentic, which becomes a lot more memorable over time, and therefore meaningful.”
To help visitors enjoy those experiences, the ministry is training tourism guides in Mandarin and deepening their cultural sensitivity. That includes teaching guides about Chinese eating preferences and how to accommodate occasional cravings for familiar meals during longer stays.
Such language training also extends to deeper understanding of broader cultural practices and sensitivities, Vele said. Beyond simply speaking Mandarin, guides would now recognise holidays, table manners and other social customs shared by Chinese tourists. The goal, he added, is to allow visitors to feel at ease and truly absorb local life.
South Africa’s nationwide promotion strategy is also aiming to diversify the types of trips available to Chinese visitors. The government is developing packages that combine scenic national park experiences with immersion into township street food, rural storytelling and wine tasting on drylands. That approach seeks to broaden tourists’ horizons beyond the resorts that drew them in first, Vele said.
In addition to the tourism sector, the two sides are working on a joint tourism promotion mechanism, the minister said. While the details remain under negotiation, Vele implied that the effort would involve marketing together to reach key urban audiences in China.
