|Monica Wai Chun Choy;|
Abstract: This paper aims to characterize the theoretical and practical aspects of China–Africa tourism in order to help formulate policies for sustainable travel that benefits Africans while enabling Chinese to take a proactive role in changing the negative attitudes and practices, and to identify the implications of this engagement for western tour operators who see the China–Africa engagement as a threat to their own traditional interests. Both Kenya and Tanzania have now identified Asia as a growth area, in particular China (including Hong Kong and Macau), in line with the region’s (and indeed much of Africa’s) ‘Go East’ policy. This policy initiative offers new opportunities for tour operators in this Asia region. This paper thus explores the nature of this engagement, the mutual benefits it is likely to yield, and the associated challenges that currently hamper the industry. We outline the key theoretical developments pertinent to the China–Africa tourist phenomenon, outline our research methods, followed by an analysis and review of our empirical findings. The paper concludes with some insights on how this paper might contribute to further theory development and articulation of policy implications toward a better understanding of this emergent and important phenomenon.