According to data released by the General Statistics Office on 3/10, Vietnam welcomed over 3,9 million tourists from mainland China in the first nine months of the year, ranking first among international markets. However, the number of Chinese visitors increased by only 1,5% compared to the same period last year, marking the second-lowest growth rate—after South Korea, which saw negative growth—among Vietnam's 10 largest source markets.

This also represents the lowest growth rate since China reopened its borders after the 2023 pandemic.

"China is no longer Vietnam's growth engine", commented Pedro Vuong, founder of China Tourist Agency, a Shanghai-based company that assists Vietnamese tourism businesses in attracting Chinese tourists.

According to Vuong, one reason for the slow growth in Chinese tourist arrivals to Vietnam is competition from destinations with more favorable visa policies. Thailand, Malaysia, and Singapore have implemented bilateral visa exemptions for Chinese citizens, while South Korea will offer visa exemptions for Chinese tour groups starting 9/2025.

During China's Golden Week holiday from 1-7/10, Thailand, South Korea, and Malaysia were the three most popular choices for Chinese tourists, according to the China National Immigration Administration. Vietnam was notably absent from the list of most favored international destinations for Chinese travelers published on tourism platforms like Airbnb and Qunar during this period.

Pham Hai Quynh, Director of the Asia Tourism Development Institute, attributed another significant reason to changes in tourist behavior and consumer psychology. While the demand for travel remains high, uneven economic recovery has made people more cautious with their spending. They now prioritize short, budget-optimized trips rather than unrestricted spending as before.

Reuters reported on 9/10 that the average spending per domestic trip by Chinese tourists during Golden Week decreased by almost 2% compared to the same period last year, falling to 893,92 yuan (approximately 133 USD), the lowest level in four years. China Trading Desk, a tourism research and marketing firm, also lowered its forecast for Chinese outbound tourists in 2026 to approximately 179 million arrivals, almost 3% lower than its previous projection.

Quynh also pointed out that Vietnamese tourism products have not kept pace with market changes. Many businesses still focus on low-cost, all-inclusive tours with generic itineraries. In contrast, Chinese tourists, especially younger generations and the middle class, are increasingly interested in independent travel, cultural and culinary experiences, and high-quality, longer stays. Less common but distinctive destinations also have an opportunity to attract visitors, particularly when promoted on social media.

A July survey by market research provider Dragon Trail, involving 300 Chinese travel agents, indicated that small-group tours saw the fastest growth this year (37%), followed by luxury and personalized tours (33%). Traditional group tours lagged, chosen by only 23% of customers.

Pham Anh Vu, Deputy General Director of Viet Travel Company, stated that reduced flight frequency between the two countries and high airfares on some routes also impact the ability to attract tourists.

From 1/5 to 30/6, a comparison of flight schedules before and after airline adjustments showed that the number of one-way flights from China to Southeast Asia decreased by over 14%, from almost 20,000 to almost 17,000 flights, due to fuel scarcity and rising prices. For Vietnam specifically, the number of flights decreased by 17%, a greater reduction than the regional average, according to AeroRoutes, a website that tracks airline schedules worldwide.

To attract this largest source market, the Government issued a resolution on 12/10 granting visa exemptions for Chinese tour groups. The policy is effective until 31/12/2027, with tourism limited to Khanh Hoa province.

Chinese tourists visit TP HCM. Photo: Thanh Tung

Thai Thi Le Hang, Director of the Khanh Hoa Department of Culture, Sports and Tourism, noted that before the pandemic, China was the province's largest international tourist market, but it has not yet fully recovered. In 2024, the locality welcomed almost 800,000 arrivals, which decreased to 677,000 arrivals in 2025. In the first nine months of this year, estimated arrivals reached 469,000, a decrease of over 6% compared to the same period last year.

According to Hang, the pilot visa exemption policy is expected to help Khanh Hoa attract more international visitors, creating opportunities for accommodation facilities, restaurants, transportation businesses, and attractions to expand operations, thereby generating jobs and increasing income for local residents.

However, visa exemption is only one of many factors determining destination choice. What experiences tourists have, how long they stay, and how much they spend depend on the quality of tourism products. Therefore, Khanh Hoa aims to diversify its products, strengthen links between businesses and service providers, and enhance service quality and price transparency.

Quynh suggested that the tourism industry needs to accurately identify the needs of Chinese tourists to develop suitable products, invest in Chinese-speaking personnel, and develop night-time products and international-standard shopping centers. Vietnam also needs to highlight its advantages in culture, cuisine, nature, and local experiences, in addition to beach resorts and traditional sightseeing tours.

Furthermore, Vietnam needs to boost promotion on popular platforms like Xiaohongshu, Weibo, and Douyin to make information more accessible to Chinese citizens.

Martin Koerner, Commercial Director of Anam Group, which manages two resorts in Mui Ne and Cam Ranh, believes that if the pilot program in Khanh Hoa yields positive results, Vietnam could consider extending a similar mechanism to Lam Dong or Da Nang to increase competitiveness with neighboring countries.

He also proposed considering more favorable visa conditions for independent Chinese travelers, alongside tour groups, as this segment is increasingly popular.

"High-spending tourist groups often prioritize flexible itineraries and premium services. Facilitating easier access for these groups to Vietnam could help increase tourism spending, in addition to increasing visitor numbers", Koerner said.

Phuong Anh