JOHANNESBURG, Oct. 31 (Xinhua) -- South Africa sees strong potential for tourism growth from China and is working to improve travel access and broaden its offerings for Chinese visitors, a senior tourism official has said.
"We see it as a market that is actually going to be an anchor for us in the future," Nkhumeleni Victor Vele, director-general of South Africa's Department of Tourism, told Xinhua in an interview on Friday.
To attract more Chinese visitors, South Africa is working to improve aviation capacity and connectivity and promote its Electronic Travel Authorization (ETA) system, Vele said.
South Africa officially launched the ETA in August after initially piloting it for travelers from China, India, Indonesia and Mexico during its G20 presidency last year. Eligible travelers can apply online without visiting a South African embassy or visa processing center, with applications expected to be processed within 24 hours.
Vele said China leads applications through the system, describing the uptake as an encouraging sign of renewed interest in visiting South Africa.
Beyond easier access, South Africa wants Chinese visitors to discover more of the country's distinctive experiences.
Chinese travelers are "not looking for another China outside home," Vele said. "They want an experience that is uniquely authentic, which becomes a lot more memorable over time, and therefore meaningful."
While Cape Town and Kruger National Park are already popular with Chinese tourists, the country has yet to sufficiently showcase its township and village cuisine, cultural performances and storytelling traditions, he said.
Vele highlighted the Northern Cape's desert landscapes, distinctive wildlife and plants, Karoo lamb and wines, alongside the cultural traditions of Venda communities in Limpopo's rural villages.
Such experiences should form part of South Africa's tourism packages, giving visitors a fuller understanding of the country, he said.
To help Chinese tourists enjoy these experiences comfortably, South Africa has been working to train tourist guides in Mandarin and deepen their understanding of Chinese culture, Vele said.
The efforts extend beyond language to cultural practices and sensitivities. Alongside introducing South African dishes, tourism providers also need to accommodate visitors who occasionally want familiar meals, particularly during longer stays, he said.
On further cooperation, Vele said the two sides are working on a joint marketing approach to encourage Chinese tourists to celebrate the coming Chinese New Year in South Africa.
He also called for more jointly hosted festivals and events, knowledge and information sharing, and cultural and sporting exchanges. Visitors arriving for a particular activity may then discover other attractions and experiences, he said.
Vele welcomed support from Chinese counterparts in reaching the Chinese market and called for continued cooperation, saying South Africa's door is also open to China.
"We have prepared everything for them to come and enjoy and leave with pleasant and wonderful experiences," he said.
