The China Ready® Workshop is set to return to WTM Africa in 2027, offering African tourism stakeholders a deep dive into the digital platforms and marketing tactics that shape Chinese travel decisions. Scheduled for 7–9 April 2027 at the Cape Town International Convention Centre, the session will center on “Part 2: Marketing and Digital Promotion,” continuing a three-year development series designed to build long-term capability.
Marcus Lee, CEO of China Travel Online and founder of the China Ready® Programme, will lead the workshop, drawing on his extensive experience in bridging Chinese and international tourism markets. The programme aims to equip participants with practical, actionable insights into the digital ecosystem that influences Chinese travellers, from social media to booking platforms.
Megan de Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing, underscored the strategic importance of the Chinese market. “Chinese outbound travel continues to represent one of the greatest long-term growth opportunities for global tourism,” she said. Her remarks reflect a growing consensus across the industry that China’s outbound segment will be a key driver of recovery and expansion in the coming years.
Building on a successful debut
The inaugural workshop in 2026 marked a significant milestone, with South Africa becoming the 55th country to adopt the China Ready® Programme. That event also launched the China Ready Index® – Africa Rankings, a tool that evaluates African destinations’ readiness for Chinese visitors. Egypt topped the inaugural rankings, setting a benchmark for other markets to follow.
The 2027 edition promises to build on that foundation, offering updated market intelligence and fresh perspectives on how African tourism businesses can position themselves for Chinese travellers. Participants will benefit from CPD accreditation, exclusive data, and resources designed to enhance their competitive edge in this rapidly evolving segment.
For travel professionals across the continent, the workshop represents a practical opportunity to understand the nuances of Chinese consumer behaviour. Topics will likely include the role of key opinion leaders (KOLs), the importance of mobile-first booking experiences, and the growing influence of platforms such as WeChat and Xiaohongshu.
As Chinese outbound travel continues to rebound, destinations that invest in understanding this market will be better positioned to capture a share of the spending. The workshop’s focus on digital promotion is particularly timely, given the rapid digitisation of travel distribution and the increasing sophistication of Chinese travellers.
Registration details will be announced on the WTM Africa website closer to the event. In the meantime, stakeholders are encouraged to review the findings from the 2026 edition, including the Africa Rankings, to assess their current readiness.
The return of the China Ready® Workshop underscores WTM Africa’s commitment to providing actionable intelligence for the region’s travel trade. With China’s outbound market projected to grow significantly over the next decade, the insights offered here could prove invaluable for airlines, hoteliers, tour operators, and destination marketers alike.
For those unable to attend, the programme’s resources and the China Ready Index® offer a starting point for strategic planning. As the industry evolves, staying ahead of Chinese travellers’ preferences will be crucial for sustained growth.
