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WTM Africa Launches China Ready® Workshop to Tap into Booming Chinese Travel Market WTM Africa Launches China Ready® Workshop to Tap into Booming Chinese Travel Market

World Travel Market (WTM) Africa has unveiled its inaugural China Ready® Workshop, designed to equip African tourism businesses with the tools needed to attract and cater to the world’s largest outbound travel market. Partnering with CBISN, this exclusive one-day training will take place on 11 April 2025 at the Cape Town International Convention Centre (CTICC), marking a key step in helping Africa tap into the growing Chinese tourism sector.

According to Olivia Gradidge, Marketing Manager for WTM Africa & ILTM Africa, the workshop is perfectly timed. “With China’s outbound travel sector projected to reach 200 million travellers annually by 2028, this is a pivotal opportunity for African tourism stakeholders to position themselves in this lucrative market.”

The China Ready® programme, developed by the China Outbound Tourism Research Academy (COTA) and operated by CBISN, has been a global success since 2002. Implemented in 52 countries across six continents, it has helped over a quarter of the world’s tourism destinations effectively serve Chinese visitors. It is also officially recognised by China’s Ministry of Culture and Tourism, with some destinations reporting a 100% increase in Chinese arrivals after adopting its strategies.

Hosted by Dr Marcus Lee, CEO of China Travel Online, the workshop will offer practical insights into understanding and serving Chinese tourists. Participants will learn key skills, including understanding Chinese visitors’ needs, marketing strategies, cultural dos and don’ts, leveraging social media, preferred digital payment systems, and aligning with Chinese hospitality standards. Dr Lee noted, “China Ready® provides assurance to Chinese visitors that destinations and service providers are prepared to meet their expectations, helping to boost trust and satisfaction.”

In 2023, China ranked as the global leader in outbound tourism expenditure, according to UN Tourism, making this workshop a unique chance for African businesses to gain a competitive edge. Gradidge adds, “This is an invaluable opportunity for African tourism professionals to tailor their offerings and create more appealing experiences for Chinese visitors.”

The workshop is open to a wide array of tourism and hospitality stakeholders, including:

  • Destination marketing organisations and tourism boards
  • Accommodation providers (luxury hotels and boutique properties)
  • Transport operators (aviation, rail, cruise, and ground transportation)
  • Tourist attractions and cultural venues
  • Retail and shopping destinations
  • MICE industry professionals
  • Luxury brands and service providers
  • Tour operators and destination management companies
  • Wellness and leisure facilities

Event Details:

  • Date: Friday, 11 April 2025
  • Time: 09h30 – 15h30
  • Venue: WTM Africa Global Stage, CTICC

For African travel agents and tourism operators, this workshop represents a critical opportunity to build expertise in serving the Chinese market, which is poised for significant growth. By attending, participants can gain actionable skills to help their businesses thrive in this high-spending sector, ensuring they remain competitive in a rapidly evolving global tourism landscape. Don’t miss the chance to unlock new opportunities and boost your presence in the world’s largest outbound travel market.