Abstract
ABSTRACT In 2018, over 32,000 Chinese tourists visited Tanzania. Due to Tanzania’s unique and distinct attractions, enhanced tourism promotion and marketing, and improved flight access, the total number of Chinese visitors is expected to increase (particularly after the 2019 – Corona virus pandemic which is having an enormous impact on global business). Drawing insights from informants (safari guides and tour operators), this study explores the preferences of Chinese tourists participating in safari tours in Tanzania. The results indicate that while Chinese tourists have much in common with other tourists, this group has some particular expectations in terms of the purpose of their safari, accommodation, tipping, tour guide behavior, itineraries, and shopping. Understanding these preferences may help the Tanzanian tourism industry to better serve this emerging market.
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