Exhibitors from across South and Latin America and Africa, including Argentina, the Dominican Republic, Zimbabwe, and Tunisia, were present at MITE 2025 in Macau last week, showcasing their destinations to Chinese travellers.
Representatives highlighted cultural experiences, natural attractions, and unique activities aimed at appealing to the Chinese outbound market.
“Africa is wild and totally different from China,” said Tony Tang, marketing manager at Zimbabwe Esaf Safaris. “In China, there are buildings everywhere but in Africa, there is the wild.”
Tang noted that tours in Africa are growing in popularity among Chinese travellers, particularly families seeking to view wildlife and explore natural landscapes. Unique accommodation options – such as cliffside and treehouse hotels – are also drawing interest. He added that while travel to Africa can be expensive, it appeals to those seeking a luxury experience.
National parks are also a key focus for destinations like the US state of Utah. Top Dong, account manager at the Utah Office of Tourism China Office, said his team is promoting the wide range of outdoor activities available in the state’s national parks.
“Utah is home to the breathtaking Bryce Canyon National Park, where visitors can enjoy horseback riding and explore landscapes featured in many classic Western films. The state capital, Salt Lake City, serves as the gateway to this outdoor enthusiast’s paradise, offering unparalleled natural resources,” he said.
Utah features the Mighty Five National Parks, which offer experiences such as canyoneering, ATV tours, rock climbing, historical tours, and stargazing. Dong added that Utah holds the highest concentration of International Dark-Sky Association-certified locations across its communities, parks and protected areas.
He said the office is also promoting Utah’s ski resorts, known for their powder snow, with a focus on high net worth individuals. Although there are currently no direct flights from China to Utah, Delta Airlines will launch a new service from Seoul to Salt Lake City next month, offering a closer transit point for Chinese travellers.
Meanwhile, the Dominican Republic is also aiming to introduce Chinese tourists to a different type of travel experience. Marcus Leung, deputy executive director at the Dominican Republic Economic and Cultural Exchange Promotion Association, said he was at MITE 2025 to promote three of the country’s most recognised products: cigars, coffee, and chocolate.
“Most Chinese don’t know about the Dominican Republic and many confuse it with Dominica (another country in the Caribbean). We have places such as Punta Cana, which is famous for the beach, and the capital Santo Domingo,” said Leung.
