The two conferences, held in late November in Suzhou, brought together many leaders from regulatory bodies, experts, businesses, and investors from China and other nations. Discussions primarily addressed trends, challenges, and opportunities within the hotel and tourism sector, particularly as the Chinese market enters a new growth cycle. Prominent themes included business model transformation, enhancing accommodations into cultural experience destinations, and expanding service ecosystems.

Saigontourist Group participated in specialized discussion sessions and business-to-business (B2B) networking activities. The group connected with partners across the hotel and restaurant supply chain, tourism and hotel associations, international investors, and enterprises. The event also provided an opportunity for Saigontourist Group to present its sustainable tourism development model and high-quality service products. Furthermore, the group sought new partners in the hotel, travel, and investment sectors.

A delegation from the Vietnam Tourism Association and Vietnamese tourism businesses participated in the event in late November in China. *Photo: Saigontourist Group*

Truong Duc Hung, General Director of Saigontourist Group, stated that attending the two conferences was a crucial promotional activity within the group's international market expansion strategy. China is currently a key market, showing strong recovery post-pandemic and contributing significantly to the group's guest numbers.

"The event served as a bridge for us to connect with potential partners, promote our strengths, and gain a deeper understanding of the Chinese market's demands and trends to develop suitable products and services," Hung said.

Accordingly, the company identified three potential segments in the Chinese market: high-end travelers, business travelers (MICE), and cruise tourists. Saigontourist Travel, a member unit of the group, is a leading travel enterprise in attracting Chinese guests. The unit reported serving tens of thousands of guests annually through air tours, charters, and cruise tourism.

A representative booth promoting Vietnamese tourism at the conference. *Photo: Saigontourist Group*

Conversely, the company also facilitated travel for over 11,000 Vietnamese visitors to China in 2024 and more than 11,600 during the first 10 months of 2025. According to a company representative, China continues to be Vietnam's largest international market, with over 4,32 million visitors to the S-shaped land (Vietnam) in the first 10 months of 2025, marking a 43,7% increase compared to the same period in 2024. Across Saigontourist Group's nationwide network of hotels, resorts, golf courses, and convention centers, Chinese and Chinese-speaking guests account for a significant proportion and contribute substantially to revenue.

Beyond the two Suzhou conferences, Saigontourist Group has recently implemented various international promotional programs in China. These initiatives include: launching Vietnam as a destination, commemorating 30 years of the Vietnam-China air route in Beijing, and participating in an economic and investment cooperation forum in Shanghai. These activities are part of a long-term plan aimed at enhancing international visitor attraction and expanding the group's partner network.

In QIV/2025, Saigontourist Group plans to participate in additional fairs, festivals, and promotional programs in Singapore, London, Qatar, Japan, Europe, and Northern Europe. The objective is to elevate Vietnam's tourism brand in the international market. The company currently manages over 100 units nationwide, including: hotels, resorts, restaurants, travel agencies, entertainment venues, training centers, conference facilities, and golf courses.

Dan Minh