South Africa is embarking on an ambitious global tourism promotion campaign specifically targeting China and India, the world’s fastest-growing outbound travel markets. The strategic initiative follows the successful pilot of the country’s digitized visa processing system during the G20 summit in Johannesburg last November.
Tourism Minister Patricia de Lille announced the campaign at Meetings Africa 2026 in Johannesburg, highlighting the breakthrough in addressing long-standing visa bottlenecks that have historically constrained tourism growth. The digital system, which processed travelers from China, India, Indonesia, and Mexico during the pilot phase, was described as “seamless” in operation.
“We shouldn’t assume that people know about the digitized visa system, especially the main source markets like India and China,” de Lille stated, emphasizing the need for targeted promotion.
The ministry has been collaborating with Chinese tourism authorities for two years to increase visitor numbers from China. South African tourism offices in Beijing and Shanghai have been instructed to appoint local destination marketing companies to position the country as a preferred travel destination. Parallel efforts are underway in the Indian market.
Tshifhiwa Tshivhengwa, CEO of the Tourism Business Council of South Africa, identified both markets as critical to achieving South Africa’s target of 15.6 million international tourist arrivals annually by 2030. The industry aims to attract 500,000 visitors annually from each country.
China receives particular focus as a priority market due to its massive population and expanding middle class. South Africa is developing a comprehensive “China-ready” strategy that includes adaptation to Chinese digital platforms, payment systems, and cultural preferences. The strategy addresses language barriers through Mandarin instruction programs and culinary training for chefs to better accommodate Chinese visitors.
The Trusted Tour Operators Scheme, launched in early 2025, has simplified visa applications through a fully digital platform. Government-approved operators can now submit applications online with processing times of three to five working days.
Air connectivity emerges as another critical component under the Tourism Growth Partnership Plan. South Africa is currently negotiating with China and India to increase direct flight capacity. South African Airways will relaunch its Hong Kong route, strengthening connectivity to mainland China.
The economic significance of tourism growth is substantial, with de Lille noting that every 13 international arrivals create one permanent job and three indirect jobs in South Africa’s economy.