Tanzania affirms readiness to attract a larger share of Chinese tourists

CAPE TOWN: TANZANIA has reaffirmed its readiness to attract a larger share of Chinese tourists, as African destinations intensify efforts to tap into the world’s biggest outbound travel market.

The reaffirmation was made during a high-level panel discussion titled “China Outbound Travel Trends and African Destinations” at the World Travel Market (WTM) Africa 2026, bringing together leading tourism stakeholders to explore how Africa can better position itself to appeal to Chinese travellers, whose numbers continue to grow globally.

Representing Tanzania, Director General of the Tanzania Tourist Board (TTB), Ephraim Mafuru, said the country is well prepared to receive Chinese visitors and has gained important insights into their travel preferences and expectations.

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He noted that understanding what Chinese tourists seek—ranging from travel styles to preferred experiences—is key to tailoring Tanzania’s tourism offerings for that market.

The discussion was led by Dr Marcus Lee, Chief Executive Officer of China Travel Online, who underscored the importance of China as the world’s largest outbound tourism market.

Other panelists stressed that African countries must work together to improve infrastructure, strengthen marketing strategies and design travel experiences that meet the expectations of Chinese visitors.

The forum highlighted growing opportunities for Tanzania and other African destinations to expand their visibility in Asia’s rapidly growing tourism sector through targeted engagement and regional collaboration.