Opportunities to attract Chinese tourists.

With many Chinese airlines allowing passengers to cancel or change flights to Japan due to diplomatic tensions, Vietnam has a great opportunity to become the number one destination for this huge source market.

Chinese tourists change direction.

Last week, Air China, China Eastern, and China Southern Airlines simultaneously allowed passengers to cancel or change destinations on flights to Japan until December 31st. The international tourism market, especially in Asia, is predicted to experience significant fluctuations, as Chinese tourists are not only numerous but also spend heavily. For example, in 2024, Chinese tourists spent up to 1.7 trillion yen (US$11.2 billion) on tourism in Japan. Therefore, when this source market sneezes, many other countries' tourism sectors suffer. In the current context, according to experts, Vietnam can "fill this gap" thanks to a number of advantages.

International tourists, including many Chinese visitors, visit and shop at the Central Post Office in Ho Chi Minh City.

PHOTO: NHAT THINH

Ms. Tran Thi Bao Thu, Marketing and Communications Director of Vietluxtour, commented that the possibility of Chinese tourists shifting their focus to Vietnam is "very real and increasingly evident." The Chinese market is entering a restructuring phase; instead of only choosing Japan or South Korea, tourists tend to look for nearby destinations with reasonable costs and shorter itineraries. Vietnam has emerged as a suitable option thanks to its proximity, competitive costs, and growing tourism brand.

"In fact, many Chinese tourists have proactively requested alternative tours to Vietnam, especially from previously less accessible markets like Chengdu and Wuhan. Besides policy factors, the high cost of tours and living expenses in Japan are also making them reconsider. Vietnam is now clearly being considered as a viable alternative or supplementary option," Ms. Thu emphasized.

In the individual traveler segment, the number of bookings for 4-5 day Hanoi - Ha Long tours increased by approximately 30% compared to the previous quarter. "This is no longer just a forecast but a real effect has emerged. We are closely monitoring the situation to adjust our products to suit the mid-to-high-end segment," Ms. Thu added.

Sharing the same perspective, Mr. Nguyen Minh Man, Deputy General Director of VinaGroup Tourism Company, analyzed that the tourism industry is always sensitive to external fluctuations, so the possibility of Chinese tourists shifting their focus to Vietnam is very high. On the one hand, Vietnam is already a close, convenient, and affordable destination that is becoming increasingly attractive to Chinese tourists. On the other hand, policy factors and market fluctuations in Japan make the shift in tourist flows more likely.

According to Mr. Man, the most important thing right now is the preparedness of the domestic travel service system and businesses. We need to measure, adjust, and improve product quality to closely meet the growing demand from tourists. In reality, the number of international tourists to Vietnam in 2025 is expected to continue increasing as predicted post-pandemic. This growth stems from the increasingly better capacity of businesses to meet tourist needs and grasp global tourism trends. Regarding aviation, the number of charter flights from China is not yet as high as before the pandemic, but this trend will increase in the future, especially when infrastructure and policies are improved comprehensively.

"The current trend is cultural and historical tourism, combined with relaxation and shopping. These are all strong product groups for Vietnam, suitable for the tastes of Chinese tourists, from heritage cities to rapidly developing coastal resorts. In this context, increasing the frequency of direct or charter flights will occur based on actual demand. Domestic and international airlines will play an important bridging role in expanding the market. Updating data, forecasting trends, and continuously adjusting plans is not only the responsibility of businesses but also a key requirement for the entire tourism industry if it wants to effectively exploit this opportunity," Mr. Man said.

According to Agoda's data, in July and August 2025 alone, searches for Vietnam as a destination from Chinese tourists increased by nearly 90%, with Hanoi seeing an 89% increase compared to the same period the previous year.

Tourism experts agree that Vietnam has a great opportunity to attract Chinese tourists, but the key is to seize the opportunity, especially as countries in the region are accelerating their competition for this massive market.

Competition to "fill in the gaps"

In fact, Chinese tourists have always received special attention from various countries. For example, in Singapore, following the bilateral visa waiver agreement from February 2024, the number of Chinese tourists recovered strongly. The country also intensified its promotional efforts on Weibo, Xiaohongshu, Ctrip, etc., targeting high-spending tourists. Similarly, Thailand is striving to stimulate demand, as it only received approximately 3.23 million Chinese tourists in the first nine months of 2025, a recovery lower than expected. At certain times in 2025, the number of Chinese tourists to Thailand even decreased by 33% compared to pre-pandemic levels.

Chinese tourists create a golden opportunity for Vietnamese tourism.

PHOTO: NHAT THINH

For Vietnam, the latest data from the General Statistics Office shows a strong increase in Chinese tourists, becoming one of the prominent drivers of Vietnam's tourism growth in October 2025. In October alone, the number of Chinese tourists to Vietnam increased by approximately 20% compared to September, contributing significantly to the total of 1.73 million international visitors. Cumulatively over the first 10 months, Vietnam has welcomed more than 17.1 million international tourists, with China continuing to hold the leading position. Travel agencies report that, in addition to traditional groups from Guangzhou, Shenzhen, and Shanghai, this year has seen a clear expansion from second and third-tier cities such as Chengdu, Wuhan, and Chongqing, markets with high demand for short trips and reasonable costs.

With the Japanese market slowing down, Chinese tourists are flocking to Vietnam.

PHOTO: NHAT THINH

More importantly, this trend is expected to increase in the final months of the year thanks to the advantage of a warm winter climate, convenient flight routes, and a wide range of resort and shopping options that suit the tastes of Chinese tourists. Some businesses have even recorded a 20-30% increase in tours from Hanoi to Ha Long and Ninh Binh, as well as beach resort packages in Nha Trang, Da Nang, and Phu Quoc.

With Chinese airlines allowing passengers to cancel or change flights to Japan, Vietnam is considered a potential "alternative destination" due to its accessible costs and high safety standards. This is seen as a golden opportunity for Vietnam to boost promotion, optimize its products, and increase air connectivity to fully capitalize on the opportunities from the world's largest tourist market.

Vietnam should strengthen its promotion on Chinese digital ecosystems such as Douyin, Xiaohongshu, and Ctrip, while collaborating with KOLs to spread the image of a friendly, safe, and accessible destination. In addition, more direct flights and charter flights from cities like Changsha, Wuhan, and Chengdu should be opened to reduce travel time and optimize costs; and product diversification and the exploration of new destinations are necessary to avoid overcrowding in traditional areas.

Ms. Tran Thi Bao Thu, Marketing and Communications Director, Vietluxtour

Source: https://thanhnien.vn/co-hoi-thu-hut-khach-du-lich-trung-quoc-185251119182312535.htm