Thai Newspaper: Why are there more Chinese tourists coming to Vietnam than Thailand?

This summer, Chinese tourist Hu Jia decided to skip Thailand's iconic beaches and ornate temples and instead booked a two-week trip to Vietnam.

Hu, her husband and two school-age sons traveled on a luxury sleeper bus from the capital Hanoi to the coastal city of Da Nang in July. "Vietnam has its own charm," said Hu, 33, who spent less than $3,000 on the trip from China to Vietnam. "I really love places that feel natural and unspoiled. If I have the chance, I will definitely come back," Hu told the Bangkok Post .

Vietnam is different and authentic

Hu and her family are part of a wave of 3.5 million new arrivals from China that has helped push Vietnam’s tourism to a record high this year and helped it overtake Thailand as the region’s top destination for mainland tourists. Concerns about scams and the kidnapping of a famous Chinese actress in January have kept tourists away from Thailand, pushing the number of Chinese arrivals down by about 35% this year.

Nha Trang beach, a place that attracts many Chinese tourists

PHOTO: THE QUANG

Vietnam’s boom is part of a broader shift in Southeast Asia’s multibillion-dollar tourism industry. The shift could mean a $3.5 billion loss in revenue for Thailand, according to China Trading Desk, which tracks Chinese travel and credit card spending. The shift is being driven by a new wave of independent Chinese travelers, signaling a fundamental shift in the preferences of the world’s largest travel market.

“For this new group of Chinese tourists, Vietnam offers something new,” said Subramania Bhatt, CEO of China Trading Desk. “Many tourists feel that Vietnam is a bit different and more authentic.”

Vietnam has welcomed nearly 14 million international visitors so far this year, breaking a record, with visitors from China - the largest source market - up 44% year-on-year through August.

Switch from budget travel to high spending

The Vietnamese government and private tourism companies are focusing on attracting more foreign tourists, especially Chinese ones. For example, the government of Quang Ninh province, which borders China, has partnered with businesses to develop paragliding and hot air balloon festivals to encourage tourists to stay longer.

In the coastal city of Da Nang, hotels are hiring Mandarin-speaking staff or using translation apps to communicate with guests.

Foreign tourists inside Han market, Da Nang

PHOTO: NGOC HAN

“More than 40% of Chinese are now first-time international travelers, independent, educated, and looking for authentic experiences. They don’t want to be pushed onto a bus, taken to a destination, taken to a hotel, taken to a store selling Chinese products. And they are increasingly willing to spend more,” Bhatt said.

Hava Travel, a tour operator with offices in Da Nang and Nha Trang, has shifted its focus from budget travelers to luxury travelers. In August alone, the company served about 2,000 customers looking for carefully curated experiences, up 20% from the beginning of the year.

"Our Chinese tourists are willing to spend more," said Nguyen Ngoc Thien, Deputy General Director of Hava.

At the Mercure Nha Trang Beach Hotel, nearly half of the rooms are regularly booked by Chinese tourists.

Thai people's concerns

Tourist spending is driving Vietnam’s travel retail sales, which have jumped about 51% in the first eight months of this year compared with last year, according to market analysis firm BMI. The firm’s analysts expect Vietnam to attract a record 22.6 million visitors this year, surpassing the 2019 peak of 18 million.

But while Vietnam is celebrating, the mood in Thailand is very different. In the first eight months of 2025, one-way seat capacity on flights from China to Thailand fell more than 11% year-on-year to 5.1 million, according to flight analytics firm Cirium.

Chinese tourists in traditional Thai costumes visit Wat Arun temple

PHOTO: EFFE

While mainland tourists remain Thailand’s largest source market, the decline contributed to a 7% drop in total foreign arrivals through August, despite strong growth from other markets such as Europe and the US. Kasikorn Research Center forecasts Thailand’s hotel revenue will fall 4.5% by 2025, with occupancy rates falling.

The kidnapping and rescue of Chinese actor Wang Xing, who was lured to Thailand and trafficked to Myanmar by an online scam gang, continues to cause concern among tourists.

"Chinese tourists who have never been to Thailand are still afraid," said Thienprasit Chaiyapatranun. "We have done a poor job of promoting how the government has cracked down on online scams and stepped up security." Thailand is also losing its reputation as a tourist destination. Mainland Chinese tourists are complaining on social media about the rising prices of hotels, food and taxi services after the pandemic...", said the president of the Thai Hotels Association.

Source: https://thanhnien.vn/bao-thai-vi-sao-khach-trung-quoc-den-viet-nam-dong-hon-thai-lan-185250916114703431.htm