Chinese travelers are the world’s top tourism spenders, shelling out almost $260 billion in 2017 alone. A growing part of that spend is now happening in Africa, encouraged by relaxed visa rules, increased interested in the continent’s cultural and historical sites, and a initiatives that seek to appeal to Chinese tourists.
Last week, the Industrial and Commercial Bank of China launched a joint loyalty program with Kenya’s Stanbic Bank, aiming to create incentives for travel, shopping, and leisure to tourists visiting the two nations. The “I Go Kenya—I Go China” scheme follows the bank’s similar program in South Africa last year, which rewarded its cardholders by offering a range of discounts and special offers from merchants across the travel, hospitality and lifestyle sectors. The state-owned financial behemoth is doing this as part of its plan to internationalize, and push its banking card product abroad.
Meanwhile, Africa is becoming increasingly attractive destination for Chinese tourists. A recent survey by the global travel platform Travelzoo found that the continent was the top destination of choice for Chinese tourists seeking more adventurous holidays in 2018, beating Japan and Australia. Visitors were especially drawn to Morocco, Tunisia, South Africa, Namibia, Madagascar, and Tanzania.
Here is more from Abdi Latif Dahir.