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China to Africa Project

Attracting more Chinese tourists to Africa

Aug 26, 2011

A group of the best tourist destinations in Africa have gathered to launch the “China To Africa” (CTA) Project. The goal of the CTA is to increase the number of Chinese tourists visiting Africa, for both leisure and business trips. As Africa is now a key continent for China in terms of business, trade, and tourism, this initiative has been welcomed by the African and Chinese travel and tourism industries.

CTA has an office in Yaounde (Cameroon) and in Shanghai (China) and works to promote tourism to African destinations, targeting the new generation of 50 million Chinese outbound tourists. More African countries are expected to join the CTA project in the near future.

The main goal and function of the CTA office is to increase the number of Chinese arrivals - leisure, business, and MICE - to the African countries members of CTA, and all activities undertaken by the CTA office in Shanghai will be focused on supporting that goal. CTA is conducting marketing campaigns in China to promote tourism to Africa through innovative social media campaigns on the Chinese web to reach the new generation of Chinese outbound tourists.

The China to Africa website ( was launched in 2010 and is the first website in Chinese to promote travel to Africa for affluent Chinese tourists. New features will be added to the website in 2011, such as links with popular Chinese social media, to increase visibility and its audience.

“China to Africa supports the signature of the ADS (Approved Destination Status) agreement between Cameroon and China and congratulates His Excellency the President Paul Biya for his remarkable actions to develop Cameroon-China tourism relations,” said Francoise Kameni Lele, President of the CTA, who is based in Yaounde, Cameroon.

Mrs. Françoise Kameni-Lele is a well-known personality of the African travel industry, with extensive experience in promoting Africa as a tourism destination. She is currently President of the ATA (Africa Travel Association) Cameroon Chapter and CEO of Cameroon Travel Center. She is one of the very best international experts in African tourism industry and a consultant for the World Tourism Organization. Mrs. Kameni-Lele is also an ambassador for eTurboNews in Cameroon.

The CTA Secretary General, Mr. Pierre Gervois, who is based in Shanghai, China, is a recognized expert in promoting international tourism destinations to Chinese outbound tourists. He is currently CEO of China Elite Focus Limited, the most experienced marketing agency specializing in promoting international destinations to the new generation of Chinese tourists. He is also Editor-in-Chief of the publication “The new Chinese tourist.”

Attracting more Chinese tourists to Africa
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