Why South Africans are embracing Asia and Asians are rediscovering Africa

Johannesburg, 17 September 2026: South Africans are increasingly looking towards Asia, not just for adventure, but for connection. As travel between Africa and Asia grows, it is becoming clear that the two regions share more than historic trade routes. They share values, traditions, and a deep respect for heritage.

The numbers tell the story. In 2024, tourist arrivals from Asia to South Africa increased by 4.2%, reaching 207,718 visitors. China alone recorded an 11.4% increase, reflecting growing interest in South Africa as both a leisure and business destination. At the same time, more South Africans are travelling east, drawn by Asia’s rich cultural heritage, vibrant cities, and expanding economic opportunities (StatsSA).

The relationship between South Africa and Asia stretches beyond tourism. More Asian countries have introduced easier processes for accessible visa policies for South Africans, making travel easier and encouraging more cultural and economic engagement between the two markets. As a result, more travellers are exploring destinations that offer not only unique experiences, but also a sense of familiarity rooted in shared values.

Both regions place a high value on hospitality, family and cultural traditions. Whether it is a family gathering around a potjie in South Africa or a banquet shared amongst generations in China, food remains one of the most powerful ways communities connect. These shared customs make cultural exchanges feel natural, meaningful and enriching, regardless of which direction the journey takes.

The rise of two-way travel

The growing interest in Asia is more evident in travel to China’s Greater Bay Area, one of the country’s most important economic and cultural routes. Home to cities such as Guangzhou, Shenzhen and Hong Kong, the region offers a blend of historic heritage, innovation and global commerce. Through Cathay’s Air+Sea and intermodal travel options, visitors can seamlessly connect through Hong Kong to destinations across the rest of the Greater Bay Area, making exploration simpler for both leisure and business travellers.

The growing links between Africa and Asia are perhaps most visible during landmark events such as the Canton Fair, the world’s longest running and largest import-export exhibition. For decades, it has served as a meeting point where ideas, innovation and opportunity converge, attracting entrepreneurs, investors and industry leaders from across the globe. For South African business travellers, the journey to the Fair is about far more than attending a trade exhibition. It is an opportunity to step into one of the world’s most complex economic ecosystems, build relationships, uncover emerging trends and gain direct access to the broader Chinese Mainland market. As the connection between Africa and Asia continues to strengthen, it is helping transform business exchange into something deeper, creating lasting partnerships and bringing two historically connected regions closer together through commerce and collaboration.

This cultural exchange is far from one side. Asian travellers are increasingly discovering Africa’s wildlife, heritage sites and diverse cultures, while South Africans are finding meaningful connections across Asia’s bustling cities, ancient traditions and emerging opportunities. What continues to draw people across continents is not only curiosity, but the realisation that despite the distance, there is much that unites these regions.

Long before travel became ticking destinations off a bucket list, it was connection. As it celebrates its 80th anniversary in 2026, Cathay continues to build on a legacy of bringing people, cultures and economies closer together. Through Hong Kong, one of the world’s most dynamic international aviation hubs, Cathay has spent decades creating bridges between South Africa and Asia, helping travellers discover not only new places, but also shared traditions, values and opportunities. These journeys continue to advance cultural understanding and deeper exchanges between the two regions whose stories are becoming more intertwined than ever before.

At heart, African and Asian communities share a strong sense of family, respect for tradition and an appreciation for collective progress. Whether watching the sunrise over Table Mountain or navigating the vibrant streets of Guangzhou, travellers are discovering common threads that transcend geography. In an increasingly connected world, these cultural bridges are helping redefine travel, not as a journey between places, but as an opportunity to reconnect through shared human experiences.