African tourism destinations have been ranked on their readiness to attract Chinese visitors. The China Ready Index® – a global benchmarking system by CBISN that scores destinations across six key pillars – released its 2026 African rankings at World Travel Market Africa in Cape Town this week, with Egypt securing top spot ahead of Morocco (2), Kenya (3), Tanzania (4) and South Africa (5).

The index benchmarks destinations across safety and service quality; visas and connectivity; destination experience and infrastructure; implementation of the China Ready Programme; marketing and Chinese promotion; and arrivals and conversions.

The announcement came during a high-level panel discussion moderated by Marcus Lee, CEO of China Travel Online and founder of the China Ready® Programme, which has now launched in 55 countries across six continents, with South Africa the most recent addition.

China Ready Index had one of the highest delegates turnout among sessions during WTM Africa 2026. The session was full and some left standing without seats.

The panel included the Honourable Tongai Mafidi Mnangagwa, Deputy Minister of Tourism and Hospitality, Zimbabwe; Ephraim Balozi Mafuru, Director General, Tanzania Tourism Board; Enver Duminy, CEO Cape Town Tourism; Goabaone Taylor, Executive Manager, Marketing, Botswana Tourism Organisation; and Ashish Sharma, CEO Serena Hotels.

For Lee, China remains one of the most important – and most complex – outbound travel markets in the world. "Being ‘China Ready’ today is no longer just about marketing. It's about the entire ecosystem: from visa access to connectivity, service delivery, digital integration and, ultimately, conversions."

The scale of the opportunity is significant. China recorded 155 million outbound tourists pre-pandemic. And with only 10% of China's 1.4 billion population holding a passport, the market has barely scratched its potential.

Tanzania: a blueprint for growth

Tanzania offered one of the session's most concrete success stories. Director General of the Tanzania Tourist Board, Ephraim Balozi Mafuru, described how a China-specific campaign – Amazing Tanzania – developed in Mandarin and launched in-market, helped grow Chinese arrivals from 33,000 to over 82,000 in two years. Mafuru identified air connectivity as Tanzania's single biggest opportunity: more flights on the national carrier and partner airlines, and seamless access to the country's diverse destinations.

Cape Town: distance, flights and digital investment

Cape Town Tourism CEO Enver Duminy acknowledged that long-haul distance and limited direct flights remain the city's primary challenges in attracting Chinese visitors. He pointed to the Cape Town Air Access Initiative as a key lever; alongside new digital tools tailored for the Chinese market.

On visas, Duminy noted that the Trusted Tour Operator Scheme (TTOS) and a new Electronic Travel Authorisation (ETA) system currently rolling out are expected to ease one of the most persistent friction points. For Duminy, it’s a journey, not a quick win. He explained that understanding the profile of the Chinese traveller – and designing products for the future Chinese traveller – is where the focus needs to be.

Zimbabwe: a deliberate look East

Zimbabwe's Deputy Minister of Tourism and Hospitality Industry, Hon. Tongai Mafidi Mnangagwa, reported that the country's early adoption of the China Ready Programme – launched before the pandemic – has paid dividends. Chinese arrivals have grown from 10,000 to 50,000, a 400% increase.

Mnangagwa spoke to doubling down on the Chinese market, engaging with the private sector around the Chinese language, culture and expectations, and pledging ongoing investment in Zimbabwe’s infrastructure.

Botswana: high-value, low-volume

Goabaone Taylor, Director of Marketing at Botswana Tourism Organisation, said Botswana's high-value, low-volume model is well aligned with the premium segment of the Chinese market, drawn to eco-conservation experiences, exclusive luxury lodges and the country's abundance of natural heritage. Quick wins, she said, include entering the China Ready Programme and engaging diplomatic channels. The longer-term strategy focuses on developing scalable campaigns and products for a single Chinese destination first, then expanding.

Serena Hotels: getting the journey right

Ashish Sharma, CEO of Serena Hotels Africa, which operates across six African countries, described the group's approach as rooted in genuine cultural understanding. "We made a deliberate effort to study China's history, culture, etiquette and expectations," said Sharma. "Chinese travellers want structure, consistency, safety and adaptability. They want value for money. And they want to feel that the trip was worth every hour of travel."

Sharma stressed the importance of ironing out every pain point across the full customer journey – from booking and payment to arrival and departure. Pre-arrival communication, he said, is non-negotiable. "Every customer matters. Every trip should feel like a once-in-a-lifetime experience."

Lee echoed this with a practical example: in China, slippers are standard from two-star hotels upward. In South Africa, guests often have to request slippers from housekeeping. "These are the small things," he said. "But they are the things that shape perception."

One market, many Africas

Lee noted that one of the biggest perceptual challenges – and opportunities – is that many Chinese travellers see Africa as a single, homogenous destination. It’s time for tourism boards and destination management companies (DMCs) to market and differentiate their products in China.

"There is no single path to becoming China Ready," he said in closing. "But you have to start, grow your strategy, and address all six pillars of the China Ready Index®.” He also cautioned against shortcuts: professional translation is essential (and Google Translate is not a substitute), as is China-specific social media and a China-friendly website and payment platforms.

The top 15 China Ready Index® - African Ranking:

15. Tunisia

14. Uganda

13. Ghana

12. Botswana

11. Namibia

10. Zimbabwe

9. Seychelles

8. Ethiopia

7. Rwanda

6. Mauritius

5. South Africa

4. Tanzania

3. Kenya

2. Morocco

1. Egypt

 

China Ready Workshop: South Africa joins the programme

The panel discussion was followed the next morning with China Ready Workshop by CBISN – a sold-out, two-hour premium paid training session held on 15 April at WTM Africa 2026, marking the first time the workshop has been staged in South Africa.

The workshop is structured across three parts – Essential Knowledge; Marketing and Digital Promotion; and Strategies and Branding – and is designed to run consecutively at WTM Africa from 2026 to 2028. Delegates who missed Part 1 are welcome to join Part 2: Marketing and Digital Promotion at WTM Africa 2027.

Attendance reflected the breadth of the industry, with registered participants spanning hotels, DMCs, attractions, wineries, transportation providers, MICE operators and luxury travel. Senior management from several tourism boards were also present, including at director general level.

Participants earn six CPD credits per session, and those who attend all three parts will receive a China Ready certificate.