Capital Horizon is a new partnership that brings together decades of experience of working with the investment community in China, across businesses in Africa, with strong government and business connections, and a wealth of skills in negotiation and supporting clients in business.

Dustin Shen

是中国旅游行业的资深专业人士。

Dustin Shen is a senior professional within the tourism industry in China.

他在旅游业深耕二十多年，在此期间一直与投资界合作。

He has been deeply engaged in the tourism for more than 20 years and has worked with the Investment community over this time.

他在所有与旅游相关的市场营销、产品开发、执行和运营方面都有非常丰富的经验

He is very experienced in all travel-related market operations, product development, execution and operations.

他在中国的旅游业供应链的各个方面拥有丰富的经验和资源

He has a wealth of experience and resources across the tourism supply chain in China.

在他的从事旅游行业的职业生涯中，他一共去过 60 多个国家。

Throughout his years working in tourism experience, he has travelled to more than 60 countries.

在过去的十年里，他特别关注非洲的目的地，包括肯尼亚、埃塞俄比亚、坦桑尼亚、埃及和马达加斯加。

In the last decade he placed a particular focus on destinations across African including Kenya, Ethiopia, Tanzania, Egypt and Madagascar.

他非常喜欢当地人民，并且熟悉非洲的许多习俗。

He is very fond of local people and familiar with many of the customs across Africa.

他与当地的政府部门保持着紧密的联系。

China Market Digital Marketing Expert

He has strong communication links with relevant local government departments.

Jon Danks

Jon Danks拥有超过 25 年的管理经验，曾与一些世界上最具影响力的全球品牌、政府和会员机构合作，专注于可持续增长，并在非洲拥有卓越的声誉和商业联系。

With over 25 years leadership experience, Jon has worked with some of the world’s most influential global brands, government and membership bodies, with a focus on sustainable growth, and enjoys an outstanding reputation and business connections across Africa.

在三十年的时间里，Jon游历了中国的许多地区和城市，包括北京、西安、苏州和上海。Jon在 2023 年参加了中国的多场主要的旅游会议后，于 2024 年 10 月受邀再次来到北京，向更多投资者介绍“非洲旅游投资机遇”。

Following his visits to key tourism conferences in China in 2023, Jon was invited to return to Beijing in October 2024 to present “Investment Connections in Africa” to a wide investor audience.  He has travelled across many regions and cities in China in spanning three decades, including Beijing, Xian, Suzhou and Shanghai.

Jon在商业管理方面的丰富经验领导了数家英国富时 100 指数公司和美国纳斯达克上市公司的发展。同时，他也是一名合法合格的商业调解员，在谈判方面经验丰富。

Jon’s extensive experience of commercial management led to the growth of several UK FTSE 100 companies, and US Nasdaq listed companies, and he is a legally qualified commercial mediator, with strong negotiation experience.

Jon作为非洲旅游协会的前首席执行官，在非洲大陆旅行和工作了三十年，他促进了非洲政府旅游部门和行业利益攸关方的重要关系。

As the former Chief Executive Officer of the African Travel and Tourism Association he furthered key relationships with Government tourism Ministers and industry stakeholders in Africa, travelling and working in the continent for three decades.  

非洲旅游协会（ATTA®）被视为非洲旅游的代言人已有 30 年，是一个连接全球零售商与非洲企业的全球会员机构。

Regarded as the voice of African tourism for 30 years, ATTA® is a global membership body that connects global retailers with African business.

Jon在金融服务领域的工作中，曾管理英杰华（Aviva）的商业部门，负责英国最成熟的汽车企业的收购、交叉销售、在线、分销。该组织成立于 1897 年，拥有 800 万会员。英杰华构建定制服务以满足企业需求，包括提供全球资产管理业务的一站式收购解决方案。

His work in Financial Services saw him lead the commercial division at Aviva responsible for acquisition, cross-sales, online and distribution at the UK’s most established motoring organization, established in 1897 with 8 million members.  Aviva, builds bespoke services to meet the needs of business, including a global asset management business providing end-to-end acquisition solutions.

Jon制定了商业战略使南非航空公司扭亏为盈，成功获得了在疫情后政府对航空公司重新启动的支持和资金。Jon领导了英国航空公司完成了销售业务的惊人增长，并在Star Alliance (UK)担任了5年的营销传播主席，见证了希思罗机场二号航站楼新联盟枢纽的活动启动。

His turnaround work with South African Airways saw him develop commercial strategies that successfully gained the government-backing and funding for the relaunch of the airline following the COVID pandemic.    Jon led the phenomenal growth of British Airways’ ancillary sales business and enjoyed a five-year tenure as Marketing and Communications Chairman for Star Alliance (UK) and oversaw the campaign launch of the new alliance hub at Heathrow Terminal Two. 

Jon在护理、健康和教育奖项委员会担任了四年的董事会受托人，这是一个拥有 70 年发展儿童保育资格历史的国际教育机构，赞助人是英国女王伊丽莎白二世。他还在英国政府的儿童劳动力发展委员会（CWDC）任职，通过新的标准和模式改变了健康和安全的战略方针。他也是一名合格的英语教师，并辅导了许多中国成年学生。

His prior appointments featured a four-year spell as a Board Trustee for the Council for Awards in Care, Health and Education, an international education body with a 70-year history of developing childcare qualifications whose patron was HM Queen Elizabeth II.  He also had a term on the UK Government’s Children’s Workforce Development Council (CWDC) changing the strategic approach to health and safety, via new standards & models.  He is also a qualified teacher of English as a Foreign Language and has tutored many Chinese adult students.  

Lin Yu – China Market Digital Marketing Expert

Lin Yu is a leading expert in Chinese digital marketing and travel trade representation, with nearly two decades of experience helping African tourism businesses navigate and succeed in China.

As a strategic partner of Capital Horizon, Lin Yu specialises in building strong brand visibility and engagement through WeChat Official Account setup and management, Xiaohongshu(RedNote) marketing, Baidu promotion and SEO, as well as strategic content creation and community building.

She also provides full sales & marketing representation, China sales visits, travel fair representation in China and Hong Kong, FAM trip organisation, marketing roadshows, and trade events—offering a holistic approach to market entry and expansion in China. Whether through digital marketing or direct engagement with the travel trade, she delivers results-driven solutions that connect African tourism businesses with the vast potential of the Chinese market.

With an in-depth understanding of China’s unique digital landscape, she helps hotels, DMCs, tourism boards, and travel companies effectively position themselves to attract high-value Chinese travellers and trade partners.

Celia Tan

Celia Tan毕业于法国昂热大学，主修旅游管理，担任定制旅游产品设计师，为我们的Dalmore International旅游服务部门提供支持。Celia经验丰富，一直负责开拓中国市场、开发欧洲路线、采购海外资源，并利用市场趋势和平台数据帮助供应商提高市场份额。

Celia Tan graduated from the University of Angers in France, majoring in tourism management and works as a customized tourism Product Designer, supporting our travel service, Dalmore International.  Celia is vastly experienced, and has been in charge of expanding the Chinese market, the development of European routes, procurement of overseas resources, market expansion in the UK and using market trends and platform data to help suppliers enhance their market share.

Celia拥有超过十年的国际旅游经验，曾在携程、Thomas Cook和法国Voyages Services Plus等多家旅游公司工作。她积累了丰富的旅游知识，在法国生活多年，游历过欧洲、中东和非洲。她对当地风俗和名胜古迹有深刻而直观的了解，并通过定制个性化的行程，让您在舒适地享受专属旅程的同时，体验当地的人文风情。

Celia has over ten years of experience in international tourism and has worked in several travel companies, such as Ctrip, Thomas Cook and Voyages Services Plus in France.  She has accumulated a rich tourism knowledge, having lived in France for many years, and travelled across Europe, the Middle East and Africa. She has a deep and intuitive understanding of the local customs and places of interest and supports by customising personalised itineraries, that allow you to experience the local flavour of your destination, whilst enjoying your exclusive journey, comfortably.