During an official visit to the Zhejiang and Heilongjiang Provinces, the Eastern Cape Parks & Tourism Agency (ECPTA) seized a key opportunity in September 2024 to be part of the Eastern Cape Office of the Premier’s delegation to China. This visit was critical for the tourism sector, as China is one of the world’s fastest-growing outbound tourism markets. Before the COVID-19 pandemic, Chinese outbound travellers reached 155 million, with a remarkable $196.5 billion spent on global trips in 2023. Given these impressive figures, China represents an attractive and lucrative market for the Eastern Cape, which aims to increase revenue from international visitors, particularly high-spending tourists.
The ECPTA’s participation in this delegation, timed during Tourism Month, aimed to position the Eastern Cape as a competitive destination for Chinese travellers by tapping into their growing demand for wildlife safaris, cultural immersion, and adventure tourism experiences. This aligns with ECPTA’s broader strategy to defend and expand its presence in key international markets, taking advantage of China’s increasing interest in South Africa as a premier travel destination.
In collaboration with South African Tourism’s China office, ECPTA hosted a travel trade and media networking event in Beijing. The event brought together 25 companies and key decision-makers in the Chinese travel industry, successfully showcasing the Eastern Cape as a prime destination and sparking interest from Chinese stakeholders for future travel itineraries.
This initiative laid the groundwork for long-term partnerships, solidifying the province’s commitment to growing its presence in global markets while fostering meaningful connections within the Chinese tourism sector. Through this, ECPTA continues to advance its mission of increasing tourism revenue and establishing the Eastern Cape as a must-visit destination for international travellers.
