Attracting Chinese tourists
Ecological conservation
During her visits to Africa, Li was deeply moved on many occasions. In Rwanda’s Nyungwe National Park, she witnessed the devastating consequences of the disappearance of liana-feeding forest elephants: the forest is being invaded by these climbing plants that choke the trees. This experience made her acutely aware of the urgent need to preserve biodiversity. “It is imperative that we take action to protect these precious ecosystems and the wildlife that depend on them,” she said.
Looking out over the breathtaking flamingo sanctuary on Lake Natron in northern Tanzania, she was struck by the fierce opposition of the local community to a proposed project to exploit the lake’s alkaline resources. The community is deeply concerned that the project would destroy the natural habitat of these beautiful migratory bird species.
Trekking with the mountain gorillas in Rwanda’s Volcanoes National Park was an incredible experience, where she learned that the tourist revenues generated from ecotourism are used to protect these critically endangered primates. “It’s amazing to see how ecotourism can generate vital income for conservation activities in protected areas,” she said. This experience helped her to understand the true meaning of ecotourism and the importance of supporting it.
She was inspired to see such friendly and positive attitudes towards nature and the environment, and the importance of recognising and supporting these efforts. “African people have an innate belief that they are an integral part of nature. I am particularly moved by this sense of environmental stewardship that is ingrained in their DNA,” Li said.
In turn, Li participates actively in public awareness campaigns run by WildAid, a non-profit environmental organisation, to promote wildlife conservation in China.
With her extensive knowledge and experience, she firmly believes that the Chinese market offers immense potential for African tourism, given its large population. However, she feels that promotional efforts at tourism fairs aimed at Chinese customers are insufficient.
African people have an innate belief that they are an integral part of nature. I am particularly moved by this sense of environmental stewardship that is ingrained in their DNA.
LI LING Head of the cultural tourism sector at China Unicom
“To promote Africa as the world’s top tourist destination among Chinese citizens, I highly recommend prioritising mass communication, particularly online. Let’s work together to make Africa the go-to destination for Chinese travellers,” she added. Live broadcasts of captivating scenes in Africa, such as breath-taking sunrises and sunsets in the savannah or mesmerising animal parade rituals, could effectively attract the attention of the Chinese, she suggested.
As the head of the cultural tourism sector at China Unicom, Li highly recommends that African countries embrace smart tourism by utilising data analysis to optimise the customer experience. She mentions examples of the application of new technologies in African tourism, such as applications enabling tourists to identify plants, wild animals and birds. She believes that with the engagement of Chinese companies like China Unicom in infrastructure construction, smart tourism will happen in Africa in the near future.
“We hope that more and more Chinese will be able to shake off their preconceived ideas about Africa, and really appreciate its breath-taking natural beauty, its vibrant savannah, its free-flowing wildlife, and its simple, lovable people,” Li added.