For Li Qiaoyang, a young travel enthusiast from east China’s Shandong Province, a dream vacation isn’t museum hopping in Europe or a beach break in South-East Asia.
Instead, he’s dreaming of the wild African savannah.
“I have been to Egypt and Morocco in North Africa, and I want to travel to Tanzania this year to photograph animals,” said Li, who was born in the 1990s.
Having explored the pyramids and the Luxor Temple in Egypt in 2016, and taken a road trip through Casablanca and the Sahara Desert in Morocco in 2020, Li is captivated by the African continent.
“Africa’s unique natural landscapes and cultures are highly attractive. Many young Chinese are curious and drawn to it,” he explained.
Li is among a growing wave of young Chinese globetrotters turning their gaze toward the African continent, which boasts spectacular savannahs, sprawling deserts, abundant wildlife, and rich natural and cultural heritage. This trend is further fuelled by favourable entry policies, such as visa-free and visa-on-arrival access in several African nations.
Unlike older generations who often prefer rigidly scheduled tour groups, this new demographic, averaging in their 30s, craves independent exploration and unconventional itineraries. Africa, which is often deemed distant and mysterious, holds immense appeal for those seeking adventures off the beaten path.
This shift in travel philosophy is clearly visible online. On the lifestyle app Xiaohongshu, searches for “Africa travel” yield posts that have easily drawn more than 100 comments. Netizens actively discuss pricing and routes, often demanding highly personalised experiences in Africa.
The tourism market has quickly felt the heat of this enthusiasm. Xie Ran, manager at a travel agency based in the coastal city of Qingdao, noted a consistent rise in Africa-bound travellers over the past few years. The agency’s clientele for African tours climbed from about 100 in 2023 to 180 in 2024, and reached around 240 in 2025.
GZL International Travel Service, a travel agency in Guangzhou, said overall inquiries for African destinations rose by 50% to 60% in recent months, while bookings for routes involving South Africa and the “Vanilla Islands” jumped by nearly 40%.
Wu Liyun, a professor with the China Academy of Culture and Tourism at Beijing International Studies University, said that Africa’s natural and cultural beauty possesses a unique charm that captivates Chinese visitors.
Witnessing the spectacular Great Migration, in particular, has become a major draw for many.
“China’s outbound tourism has been developing rapidly,” Wu said. “For frequent travellers who have already explored neighbouring countries, venturing to more distant destinations like Africa is a natural choice as they gain more travel experience.” – Xinhua
