ZimNow Reporter
As China’s domestic tourism industry continues to break records, its ripple effects are reshaping global travel dynamics, with Africa—and Zimbabwe in particular—poised to benefit.
In the first quarter of 2024 alone, Chinese residents made 1.79 billion domestic trips, reflecting a post-pandemic resurgence in travel appetite.
But beyond its borders, China’s tourism boom is unlocking fresh opportunities for cross-continental collaboration, offering African nations like Zimbabwe a chance to leverage this momentum for economic transformation.
Zimbabwe’s Rising Appeal to Chinese Tourists
Zimbabwe has emerged as a standout success story in Africa’s tourism rebound. In 2024, the country welcomed over 46,000 Chinese tourists—surpassing its previous peak of 30,000 in 2009 and 2011.
This growth is attributed to strategic efforts by the Zimbabwe Tourism Authority, including its offices in Beijing and Hong Kong, targeted marketing campaigns, and partnerships with China’s Ministry of Culture and Tourism.
Increased Chinese investment in Zimbabwe, media coverage, and word-of-mouth endorsements from the growing Chinese diaspora in the country have further boosted visibility.
Stanley Banda, Zimbabwe’s Tourism Attaché to China and ASEAN, emphasized tourism’s role as a pillar of Zimbabwe’s economy: “Tourism contributes over 12% to our GDP, outperforming sectors like mining and agriculture. Our pristine landscapes, wildlife, and cultural heritage are unmatched, but we’re also innovating with community-based and eco-tourism to ensure inclusive growth.”
China’s Domestic Travel: A Model for Africa
China’s domestic tourism boom isn’t just fueling its own economy—it’s setting a blueprint for others.
Zhou Mi, a senior research fellow at the Chinese Academy of International Trade and Economic Cooperation, highlighted how platforms like Ctrip and government initiatives such as China Tourism Day (May 19) have standardized and diversified offerings.
The Ministry of Culture and Tourism’s 5A-3A ranking system for attractions ensures quality infrastructure, affordability, and cultural authenticity, driving competition and innovation.
“Travel is now a lifestyle in China,” Zhou noted. “From fishing villages upgrading homestays to families relying on tourism income, domestic travel revitalizes communities.”
Africa’s Tourism Revolution: Learning from China
While Africa’s natural beauty and wildlife remain key draws, Banda stressed the need to widen the continent’s tourism product base.
“We must empower youth, women, and marginalized groups through initiatives like agrotourism and gastronomy tourism,” he said.
Zimbabwe’s National Tourism Recovery and Growth Program prioritizes heritage-based clusters—from cultural and religious tourism to sports and business travel—mirroring China’s focus on regional uniqueness.
Food culture has become a bridge. Zimbabwe’s First Lady, Dr. Auxilia Mnangagwa, has championed gastronomy tourism through initiatives like cookout competitions, earning UN Tourism recognition.
The country recently hosted the inaugural UN Tourism Regional Forum on Gastronomy Tourism for Africa in Victoria Falls, with plans to expand agro-tourism linkages.
China-Africa Collaboration: Multi-Destination Growth
China has signed bilateral tourism agreements with 31 African nations, including Zimbabwe, which gained Approved Destination Status in 2003. These pacts streamline marketing, infrastructure coordination, and visa protocols.
Banda urged African nations to embrace regional partnerships: “Promoting multi-destination packages—like combining Victoria Falls with neighboring countries—makes long-haul travel more appealing for Chinese tourists.”
Zimbabwe is also leveraging global platforms like the International Tourism Alliance of Silk Road Cities and the World Tourism Cities Federation to spotlight attractions such as Great Zimbabwe and Victoria Falls. “Collaboration, not competition, will redefine Africa’s tourism future,” Banda added.
The Road Ahead
As China’s outbound tourism is projected to recover to pre-pandemic levels by 2025, Africa stands at a crossroads. By adopting China’s strategies—standardized rankings, digital integration, and gastronomy branding—while preserving their unique heritage, African nations can transform tourism into a sustainable engine for jobs, conservation, and cross-cultural exchange. For Zimbabwe, the goal is clear: position itself not just as a stopover, but as a gateway to Africa’s untold stories.
This article was developed from an interview conducted by China Africa Talk with Stanley Banda and Zhou Mi. Read the full transcript here: http://www.lookwe.com/html/shiguanzixun/2025/0520/930.html
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