Tourism Deputy Minister Unveils New Initiatives to Attract Chinese Visitors
The Deputy Minister of Tourism, Makhotso Maggie Sotyu, reaffirmed the vital role of women in tourism and business at a gala dinner hosted by the African Chinese Women Association at the Indaba Hotel and Conference Centre in Johannesburg.
Addressing an audience of esteemed guests, Sotyu emphasized the deep-rooted relationship between South Africa and China, highlighting the Chinese community’s long-standing contributions to the country’s cultural and economic landscape.
“This prestigious gathering reflects the strong ties between Africa and China while recognizing the vital role women play in shaping industries, particularly in tourism,” said Sotyu.
Empowering Women in the Tourism Industry
Tourism, she noted, remains a significant driver of economic growth, job creation, and cultural exchange. However, achieving its full potential requires ensuring that women, who form the majority of the workforce in the sector, have equal opportunities to lead and innovate.
The South African government has taken steps to promote gender equity within the industry through various initiatives. One such project is the Cultural Immersion Programme for Tourist Guides, which aims to enhance the quality of experiences for Chinese visitors by equipping local guides with deeper cultural and historical knowledge. The first implementation phase took place in October 2024.
Another key initiative is the Mandarin Language Programme, launched in 2019, which provides South African tourist guides with proficiency in Mandarin to better serve Chinese tourists. The program has seen significant success, with 22 guides qualifying for an advanced training phase in China last year.
“These initiatives ensure that Chinese visitors receive an enriched experience while contributing to a more inclusive and knowledgeable tourism sector,” Sotyu explained.
Facilitating Tourism Growth Through Visa Reforms
In a major boost to tourism, the South African government has introduced the Trusted Tour Operator Scheme, simplifying visa applications for Chinese travelers and tour operators. Sotyu hailed this initiative as a game-changer for the industry, ensuring seamless travel and fostering business growth.
“The new visa scheme is a massive win for tourism and business events, driving inclusive economic growth and job creation,” she said.
Supporting Women Entrepreneurs in Tourism
Acknowledging the unique challenges faced by women in the industry—including limited access to funding, training, and leadership opportunities—Sotyu highlighted the government’s efforts to support female entrepreneurs.
The Women in Tourism Programme focuses on personal development, business competitiveness, and capacity-building initiatives. Additionally, the Business Management Training and Mentorship Programme has provided support to 225 women-owned small, medium, and micro enterprises (SMMEs) nationwide.
“By investing in women-led businesses, we are unlocking new economic pathways and ensuring that tourism remains an inclusive and transformative sector,” she added.
G20 Summit Presents New Opportunities
Looking ahead, Sotyu emphasized the significance of the upcoming G20 Summit, set to take place in Johannesburg this November. The global event presents a prime opportunity for women in tourism to expand their businesses, establish partnerships, and showcase South Africa’s rich offerings to international visitors.
“As demand rises for accommodation, cultural experiences, and hospitality services, women entrepreneurs must position themselves strategically, embracing innovation and proactive marketing,” she urged.
Strengthening SA-China Tourism Ties
Sotyu concluded by reiterating the importance of strengthening tourism connections with China, emphasizing the need for cultural understanding, language training, and market research to enhance visitor experiences.
“By working together, the government, private sector, and civil society can ensure that South Africa remains a top destination for Chinese travelers while creating economic opportunities for women entrepreneurs and communities,” she stated.
She expressed gratitude for the continued collaboration between South Africa and China, encouraging further partnerships to drive inclusive economic growth through tourism.
As the evening drew to a close, guests reflected on the Deputy Minister’s insights, celebrating the achievements of the African Chinese Women Association and the ongoing strengthening of South Africa-China relations.
