INSUBCONTINENT EXCLUSIVE:
China's domestic travel sector is seeing robust growth
In just the first quarter of 2025, Chinese residents made approximately 1.79 billion domestic trips, a year-on-year increase of 375 million
This surge underscores tourism's growing role as a driver of economic recovery, job creation, and social vitality.But beyond national
borders, China's tourism momentum is also opening new doors for international cooperation, including with Africa.Zhou Mi, Senior Research
Fellow at the Chinese Academy of International Trade and Economic Cooperation, and Stanley Banda, Tourism Attaché for Zimbabwe in China and
ASEAN, discussed how tourism is transforming both economies, and how stronger China-Africa collaboration could reshape global travel
flows.Domestic tourism: A force for economic revivalZhou Mi emphasized that China's vast population and diverse geography create a unique
environment where local tourism thrives
From scenic landscapes to vibrant food cultures, domestic travel allows citizens to unwind and connect with different regions while
stimulating local economies
Small-scale guesthouses in fishing villages, for example, have seen increased income as more urban Chinese venture off the beaten
path.Platforms like Ctrip and Alipay are fueling this ecosystem by making planning, booking, and payments seamless
Real-time digital services help travelers access accurate information, competitive pricing, and post-sale protections.China Tourism Day:
more than a celebrationBoth guests noted that China Tourism Day has become a vital mechanism for elevating tourism awareness
Zhou explained that China's rating system, such as the "5A" designation for top tourist destinations, encourages competition, infrastructure
upgrades, and broader engagement
The event not only boosts domestic tourism but also promotes cross-regional learning and cooperation.Stanley Banda lauded China for
designating a national day exclusively for tourism, something few countries have done
"It shows how serious China is about promoting tourism
Africa should take note," he said.Zimbabwe's strategy: culture, heritage, and lifestyleStanley Banda explained that tourism contributes over
The southern African country is now focusing on community-based and heritage tourism, religious travel, business tourism, and sports events
to diversify its offerings.Banda also highlighted the need for intra-African marketing and collaboration
"Gone are the days when we promoted just one country," he said
"We now need to package Africa as a region, so that tourists, especially from China, can visit multiple destinations on one trip."Toward
stronger China-Africa tourism tiesChina has signed bilateral tourism cooperation documents with 31 African countries, sending strong signals
to the industry and creating frameworks for deeper engagement
Zhou Mi pointed out that these agreements facilitate better infrastructure planning, service improvements, and targeted promotion of African
destinations.Stanley Banda said Zimbabwe was one of the first African countries to receive Approved Destination Status from China in 2003
He stressed the need for implementation beyond protocol, such as joint tourism platforms, co-branded regional travel packages, and greater
participation in Chinese-led tourism alliances like the International Tourism Alliance of Silk Road Cities and the World Tourism Cities
Federation.Looking ahead: making tourism a way of lifeIn closing, Banda emphasized the importance of making travel a culture, not a luxury
From civil servants to students, from family trips to religious pilgrimages, tourism should become part of daily life in Africa, just as it
has in China.Zhou echoed the sentiment, calling for sustained people-to-people connections
"It's not just about a one-time visit," he said
"It's about building emotional links that make people want to return."As China celebrates its Tourism Day on May 19th, both experts agreed:
this is not just a time to reflect, but an opportunity to innovate together.
