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Beijing - The announcement by Chinese President Jiang Zemin to grant South Africa "Approved Destination Status" for Chinese tourists brings to an end protracted lobbying which has gone on for more than two years since the establishment of formal diplomatic relations between the People's Republic of China and South Africa in January 1998. This decisive move, announced during the official launch of the China - South Africa Bi-National Commission in Beijing on 10 December 2001, will for the first time enable designated travel agents to do direct destination marketing in China, thus significantly boosting travel to South Africa by Chinese tourists. For the period January to August 2001, South Africa received 11 898 visitors from China, mainly government delegations and businesspersons. The projected figure for the period January to December is 18 000. During the first years, tourism from China to South Africa could grow to 50 000 visitors or even more as was the case with New Zealand and Australia.

Currently China does not permit other countries to market themselves as tourist destinations in China unless such a country has been designated by the Chinese authorities as an "approved destination". So far, only sixteen countries, mostly in Asia, have been awarded this status. South Africa has become one of only a handful of countries outside East Asia to receive this honour. President Mbeki on his State Visit, hailed the announcement as "an unquestioning expression of confidence by the government of the People's Republic of China about the quality of the tourism product and the people of South Africa. This recognises that we are a leading destination that has all it takes to satisfy the expectations of the Chinese tourists."

The tourism authorities of both countries shall from now on work together to set up the appropriate infrastructure, including the designation of travel agents. During the next three days in China, Minister Moosa will meet with major tour operators, travel agents, airlines, as well as with the China National Tourism Administration in an attempt to establish a basis for future cooperation between the travel traders of both countries.

South African Tourism will develop a comprehensive marketing strategy for China as a matter of urgency. One of the first priorities would be to look at the possibility of placing South African Tourism representation in Beijing. Training of the approved Chinese travel traders by means of educational tours to South Africa and seminars in China would be embarked on.

Training of travel traders including tour guides and product owners in South Africa will also receive attention.

Above the line, advertising in approved key areas as well as below the line activities such as taking part in exhibitions and workshops would form part of the revised strategy.

Printing of all South African Tourism promotional material in Mandarin has already started and will proceed.

Representatives of South African Airways who will join Minister Moosa in his meetings have already started considering the implications of this announcement for the airline industry.

Enquiries: Bheki Khumalo on +27 83 256 9133 or 09 86 139 1111 6249

Issued by: The Presidency, 10 December 2001