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This study examines the determinants of outbound tourism from China to 73 destinations, while focusing on the impact of direct flights, cultural heritage, and the conditional effect of geographical distance. Panel data covering the period from 2000 to 2014 are used to estimate the working model. The results reveal that the impact of distance conditional on the development status of destinations is positive. Direct flight is positive and significant, demonstrating that an increase in the number of cities accessible with direct flights will increase outbound tourism. Cultural heritage is positive but not significant because most destinations recorded zero heritage centers. These results point to need for African countries to strive towards becoming developed, and for destinations to ensure the availability of direct flights from their respective countries to China.

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