The China Ready® Workshop will return to WTM Africa 2027, offering African tourism stakeholders the opportunity to gain the practical knowledge and market intelligence needed to tap into one of the world’s largest outbound travel markets.
Presented by Marcus Lee, CEO of China Travel Online and founder of the internationally recognised China Ready® Programme, the workshop forms part of a three-year development series running alongside WTM Africa from 2026 to 2028. Each annual session explores a different aspect of engaging the Chinese outbound market, providing standalone value for delegates joining the programme at any stage.
Taking place from 7–9 April 2027 at the Cape Town International Convention Centre (CTICC), WTM Africa 2027 will host Part 2: Marketing and Digital Promotion. This session will explore the digital platforms, consumer behaviours, and marketing strategies that influence Chinese outbound travel decisions, providing delegates with practical, actionable insights to strengthen their visibility and competitiveness in this high-value source market.
Why China readiness matters
“Chinese outbound travel continues to represent one of the greatest long-term growth opportunities for global tourism,” says Megan de Jager, Portfolio Director – Travel, Tourism & RX Africa Marketing. “The overwhelming response to the inaugural China Ready® Workshop demonstrated that African tourism businesses recognise the importance of preparing for this market. We are excited to welcome Marcus Lee back to WTM Africa 2027 to continue equipping delegates with the knowledge and tools they need to succeed.”
Stakeholders attending the China Ready® Workshop at WTM Africa 2027 will receive CPD accreditation, access to exclusive market intelligence and practical resources, and the opportunity to learn directly from one of the industry’s leading authorities on the Chinese outbound travel market.
What attendees can expect
The inaugural workshop at WTM Africa 2026 marked a significant milestone for the continent, with South Africa becoming the 55th country globally to introduce the China Ready® Programme. The fully booked session coincided with the launch of the inaugural China Ready Index® – Africa Rankings, a benchmarking system developed by the China Business Intelligence & Strategy Network (CBISN) to evaluate African destinations on their readiness to attract and serve Chinese travellers. As of 2026, Egypt ranks first in Africa, followed by Morocco, Kenya, Tanzania, and South Africa.
Participants also received the China Outbound Travel Market – Africa Report 2025/2026, equipping them with practical market intelligence on emerging travel trends, traveller preferences, and commercial opportunities across the continent.
Building on the success of its inaugural year, the 2027 China Ready® Workshop promises fresh insights and the latest market intelligence for tourism stakeholders. All are welcome. Registration will open closer to the event, with further details to be announced on the WTM Africa website: www.wtm.com/africa/en-gb.html.
