Chinese investment in the sustainable African tourism industry is set to soar, with greater collaboration, and through the launch of a new dedicated African tourism investment portfolio. That was the opinion of Jon Danks, Chief Executive of Capital Horizon, speaking during the Investor Forum at the China Outbound Travel and Tourism Market (COTTM) held in Beijing last week. His voice follows recent trends from across the African tourism industry, and renewed public, private investment commitments in Beijing last month. Hosted by Informa markets, COTTM featured a dedicated forum for Chinese investors and invited Danks to showcase opportunities in Africa after his visit to the Beijing event in 2023.   The timing was optimal, held just one month after the Forum on Chinese and African Cooperation (FOCAC) also in Beijing, attended by 51 African heads of state, the Chairman of the African Union Commission (AUC) and the UN Secretary- General. The FOCAC Action Plan (2025-2027) sets out plans to enhance tourism cooperation and strengthen exchanges to help revive Africa’s tourism industry. It underlines strengthening cooperation with African airlines and China’s support to its private enterprises, investing in Africa’s tourism industry.

During the COTTM Investment Forum, Danks presented guidance and advice for Chinese investor industry, utilising decades of experience of working with both the African private sector, and government tourism and investment authorities.  Capital Horizon is a partnership formed from two established companies, Dalmore International, based in Shanghai that specialise in investor business tourism facilitation arrangements, and Danks, the former Chief Executive Officer of the African Travel and Tourism Association (ATTA).   Capital Horizon have launched a new African tourism sustainable investment portfolio that spans opportunities across Tanzania, Kenya, South Africa, Rwanda and commit to source new, bespoke opportunities on behalf of Chinese entrepreneurs. Speaking at the event Danks said “Following investor meetings in Shanghai and Beijing, the business connections during COTTM were a great success. In direct response to China’s appetite to unpack the power, complexity and opportunity for growth on the continent of Africa, the event heralds a new investment climate. It was an honour to support so many Chinese investors and entrepreneurs, understanding and matching discussions with the African private sector, and to reconnect and support several African embassies, located here in Beijing.”Speaking on behalf of the event, COTTM Project Director Qinghui Qing said “COTTM outbound Investment Forum is dedicated to building a business platform for Chinese hospitality brands and tourism investors who are seeking to invest and develop overseas. We were very delighted to again host Danks and support many businesses from Africa and look forward to working together with Capital Horizon to bring more African projects for investment from China”In November 2023 reports suggested that South Africa’s tourism minister Patricia de Lille was set to pioneer several steps aimed at luring more Chinese visitors, including direct flights and introduction of e-Visa’s. This followed a meeting with Danks at World Travel Market, London the same month.

According to reports in China’s People Daily Online in September, Africa is rapidly becoming a top destination for Chinese tourists, drawn by its stunning landscapes, cultural diversity, and unique travel experiences. From February to August 2024, the number of Chinese visitors to Africa surged compared to the previous year, according to data from Ctrip, a leading Chinese travel platform.  Flight bookings to African destinations nearly doubled during this period, with Egypt and Kenya seeing growth rates of 236% and 167%, respectively. In September Kenya Airways rolled-out of a campaign to attract more Chinese travellers, raising awareness among the Chinese public about Kenya’s tourist attractions, according to Julius Thairu, chief commercial and customer officer of Kenya Airways.As tourism ties between China and Africa strengthen, the continent is expected to attract even more Chinese visitors, further boosting tourism, economic exchanges and investment.  Under the FOCAC plan China and African countries have agreed to attend each other’s large-scale tourism exhibitions, and host seminars on cooperation, through digital technologies and destination promotion.