World Travel Market (WTM) Africa has announced the launch of its first-ever China Ready® Workshop in partnership with CBISN, aimed at helping African tourism businesses capture their share of the world’s largest outbound travel market.
“With China’s outbound travel sector projected to reach 200 million travellers annually by 2028, the exclusive one-day intensive training on 11 April 2025 at the Cape Town International Convention Centre (CTICC) comes at a crucial time for African tourism stakeholders,” says Olivia Gradidge, Marketing Manager for WTM Africa & ILTM Africa.
China Ready® is the world’s leading Chinese tourism preparation programme. Since 2002, it has been successfully implemented across 52 countries and six continents, helping more than a quarter of global tourism destinations effectively serve Chinese visitors.
The workshop, hosted by Dr Marcus Lee, CEO of China Travel Online, offers tourism professionals practical insights into attracting and serving Chinese visitors effectively.
“The workshop represents a significant opportunity for African tourism businesses to gain a competitive advantage in the Chinese market,” adds Gradidge. “Participants will receive expert guidance on everything from understanding Chinese visitors’ needs and preferences to marketing and promotion, dos and don’ts, the power of social media, preferred digital payments and cultural expectations, enabling them to create more appealing experiences for Chinese visitors.”
“China was the country with the highest outbound tourism expenditure worldwide in 2023 according to UN Tourism. China Ready provides assurance to Chinese visitors that destination and service providers understand and adhere to the Chinese hospitality standard”, says Marcus Lee, CEO of China Travel Online.
The China Ready® programme, developed by the China Outbound Tourism Research Academy (COTA) and operated by CBISN, is recognised by the Ministry of Culture and Tourism. Since its inception, the programme has helped various destinations achieve remarkable growth, with some reporting an over 100% increase in Chinese visitors after implementation.
The workshop is essential for all tourism and hospitality stakeholders, including:
• Destination marketing organisations and Tourism Boards
• Accommodation providers (from luxury hotels to 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
Investment: USD $299 per participant
Key workshop highlights include:
• Comprehensive coverage of 25+ essential modules
• Real-world case studies from 50+ countries
• Practical strategies for immediate implementation
• Official certification upon completion
Early registration is strongly encouraged as spaces are limited. Participants can secure their spot here.
More information available on the WTM Africa website here.
