Vietnam is becoming increasingly attractive to Chinese tourists because of its natural landscapes, distinctive cuisine, reasonable costs and convenient geographical location, according to Chinese travel businesses.
Travel trends are shifting from large group tours towards smaller groups, independent travel and tailor-made programmes that focus on quality and personalised experiences.
Liu Huiting, Commercial Director of GlobalTIX, told Vietnam News Agency correspondents in Beijing that interest among Chinese tourists has grown since the COVID-19 pandemic. She described China's visa exemption policy for Vietnamese citizens, effective from August 20, as a positive development that is expected to promote tourism exchanges between the two countries and make it easier for Vietnamese visitors to travel to China.
To attract more Chinese tourists, Vietnamese tourism businesses should strengthen promotion on popular Chinese social media platforms such as Douyin, the Chinese version of TikTok, and Xiaohongshu. Liu said these platforms influence travel choices, introduce destinations and shape holiday plans, particularly among young people.
Beyond familiar attractions, Vietnam has many tourism products and experiences that remain relatively unexplored by Chinese visitors. Liu said tourists are increasingly interested in local life and culture rather than simply visiting famous landmarks and taking photographs. First-time visitors often focus on well-known destinations, while those returning to Vietnam tend to look for new, less familiar and more immersive activities.
GlobalTIX expects the number of Chinese visitors to Vietnam to continue rising during major holiday periods, especially China's National Day holiday in October and the Lunar New Year holiday. Liu said the country's appeal is strengthened by new experiences, affordable travel costs and convenient transport links.
He Jinning, General Director of Kanghui Bohai International Travel Company and founder of the Old Ha Noi Kitchen restaurant, said the Chinese tourist market is changing significantly in both visitor profiles and tour arrangements.
Large group tours once focused mainly on visitor numbers. The market is now moving towards smaller groups, higher-quality tours, independent travel and customised itineraries. Tourists are paying less attention to the number of destinations covered or the size of their groups, and more to service quality, the value of the experience and personalisation.
Young Chinese travellers increasingly organise their own trips, choose flexible transport options and favour major cities and coastal destinations such as Hanoi, Ho Chi Minh City and Nha Trang. He said more convenient transport connections and border-crossing procedures are also encouraging independent travel.
She forecast that Vietnam will remain a popular choice for Chinese tourists during extended holidays. Ha Long Bay, Hanoi, Nha Trang, Phu Quoc and Ho Chi Minh City are among the destinations likely to attract considerable interest during China's National Day holiday and subsequent breaks.
Liu also recommended that Vietnam simplify and shorten immigration procedures and improve visitor services. Tourist attractions, hotels and other facilities should provide more signs, announcements and guidance in Chinese, since not all Chinese visitors speak Vietnamese or English. These improvements would make it easier for tourists to travel, visit attractions and access services.
Sources: VietnamPlus / Vietnam News Agency
