On the way from the Vietnamese coastal city of Da Nang to the ancient city of Hoi An, local ride-hailing driver A Jiang used a translator to tell the Global Times reporter about the local customs and culture along the way. He mentioned, for example, the village they passed by crafts stone carvings, whose products are exported to Europe; the roadside rice paddies offer cycling experiences popular with foreign tourists; and Hoi An, a historic ancient city with many Chinese cultural elements. Due to a language barrier, we could only communicate through a translator, but this did not dampen the local driver’s enthusiasm for sharing. Although this is not the job of a ride-hailing driver, he spent the short 40-minute drive almost non-stop introducing his hometown to the reporter.
The reporter encountered more than one such ride-hailing driver in Vietnam. In the ancient capital of Hue, while traveling from the city to the Imperial Tombs, the reporter passed by a traditional local incense-making village. The driver reminded the reporter that this was a very Vietnamese scene and that it was okay to get out of the car to take photos. During the several days of traveling in Vietnam, the reporter gained a new understanding of this country’s booming tourism industry. Many industry professionals are extremely enthusiastic about welcoming foreign tourists.
As we approached Hoi An, A Jiang said, “I’m glad you’re visiting Vietnam. There have always been many independent travelers from Japan and South Korea, and we hope to see more Chinese tourists.”
Just as the local driver hoped, Chinese tourists are pouring into Vietnam. The latest data provided to the Global Times by Ctrip shows that in the first half of 2025, overall bookings from mainland Chinese tourists to Vietnam increased by over 40% year-on-year, with scenic spot ticket bookings increasing by nearly 100%.
Also, according to Bloomberg, in the first eight months of 2025, Vietnam welcomed nearly 14 million international tourists, including 3.53 million from China, a 44% increase over the same period last year. This growth in tourist numbers has also been accompanied by a significant increase in tourism spending in Vietnam. Market research firm BMI reports that as of August this year, tourism-related retail sales in Vietnam increased by 51% year-on-year.
Meanwhile, Thailand, long a favorite among Chinese tourists, has seen a slight decline in its appeal. According to data from the Thai Ministry of Tourism and Sports, 3.23 million Chinese tourists visited Thailand between January 1 and September 14. Travel & Tourism World magazine stated that while this is still a significant number, it has been surpassed by Vietnam, which has become the top destination for Chinese tourists.
Some foreign media outlets have called Vietnam’s overtaking of Thailand a “turning point in tourism trends for the world’s largest outbound tourism market.” “For Chinese tourists who originally planned to visit Thailand, Vietnam is becoming their preferred destination.” Data from digital marketing technology company Huakai Marketing indicates that the shift of Chinese tourists from Thailand to Vietnam and other destinations in the region could cost Thailand up to $3.5 billion. So far this year, the number of Chinese tourists visiting Thailand has fallen by approximately 35%.
According to Thai Business News, based on 2024 visitor data, Thailand will maintain its lead in absolute visitor numbers. In 2024, Thailand will receive 35.6 million international tourists, maintaining its position as the region’s top tourist destination, while Vietnam will welcome 17.5 million international tourists, jumping to third place. Vietnam plans to surpass Malaysia and rise to second place in the region by 2030.
While Thailand still leads in visitor numbers, Vietnam’s tourism industry has recovered more rapidly after the pandemic. Vietnam’s tourist numbers have recovered to 98% of pre-pandemic levels, while Thailand’s recovery is at 87.5%.
The Changing Positions of Thailand and Vietnam
“Currently, young Chinese consumers are showing a trend toward more independent and themed travel, preferring themed independent tours over low-cost tour groups. Vietnam’s low visa requirements and the increase in direct flights between China and Vietnam are key factors driving the growing number of independent travelers choosing Vietnam,” Wang Xiaoyu, a distinguished expert at the World Tourism Cities Federation, said in an interview with the Global Times on the 25th.
Travel & Tourism World magazine stated that Vietnam’s geographical location further enhances its appeal, with short flight distances to major Chinese cities. Major cities, including Hanoi, Ho Chi Minh City, and Da Nang, all have direct flights to major Chinese hubs.
In terms of tourist type, data provided to the Global Times by Ctrip shows that among mainland Chinese tourists visiting Vietnam so far this year, those born in the 1980s account for the largest proportion, reaching 44%, followed by those born in the 1990s at 30%, and family travel accounts for 40%. The main source cities for tourists to Vietnam this year include Shanghai, Shenzhen, Guangzhou, Beijing, Dongguan, Suzhou, Hangzhou, Chengdu, Ningbo, and Foshan.
Ms. Wang, who works in the media industry in Beijing, has taken her family on two trips to Vietnam since the pandemic. She told the Global Times that the main reasons for choosing Vietnam as a family traveler are: high value for money, numerous direct flights, and affordable fares; for many Chinese tourists, it offers a sense of novelty, as Vietnam has recently seen the emergence of numerous new resorts with comprehensive facilities and affordable prices; and seaside vacations are ideal for families, as Vietnam’s long coastline offers abundant marine tourism resources. Ms. Wang also noted that Vietnamese culture and culinary habits are more similar to those of China, and that families need to consider the diets of the elderly and children. Dishes like Vietnamese pho and spring rolls are well-suited to Chinese palates.
Wang Xiaoyu also noted that Vietnam’s continuous upgrades to tourism products and its diverse and diverse themed tourism offerings are key factors in its appeal to international tourists. Vietnam offers a wide range of overnight tours and vacation packages, catering to the needs of diverse travelers.
Furthermore, Vietnam’s man-made landscapes and themed attractions are considered highlights that set it apart from other destinations in the region. For example, the Golden Bridge in Ba Na Hills has become a landmark in the region. Ba Na Hills is a comprehensive tourist resort integrating natural scenery, theme parks, and a French-style town. A Global Times reporter visiting the area during the National Day holiday found that many projects were still under construction. This destination, just a 40-minute drive from downtown Da Nang, offers a unique travel experience for seaside vacationers.
Thailand’s The Nation reported that Vietnam is working hard to attract international tourists, particularly from China. In Quang Ninh Province, which borders China, officials are collaborating with businesses to organize paragliding and hot air balloon festivals to encourage visitors to stay longer. Thailand Business News reported that Vietnamese culture, a blend of Southeast Asian, Chinese, and French influences, attracts visitors seeking less commercialized experiences with its cultural diversity and freshness.
At the same time, Thailand’s rising cost of living also poses challenges to its inbound tourism market. “When the Thai baht appreciates 20% against the RMB, how can we not lose out to Vietnam?” Chatchattananong, secretary-general of the Association of Thai Travel Agents, told The Nation. More importantly, some Chinese tourists continue to harbor concerns about Thailand’s safety. Chachattananong stated, “It will take time for Chinese tourists to regain confidence in Thailand’s safety, but this is a deep-rooted problem in Thai society.”
Travel & Tourism World magazine cited Vietnam’s reputation for safety as another key factor driving the growth of Chinese tourists. Vietnam is considered a safe and stable destination. Chinese tourists, especially families and seniors, prioritize safety when choosing a destination.
Infrastructure remains a major bottleneck.
VNA reported on the 24th that with the arrival of the fourth quarter of 2025, Vietnam’s tourism industry is accelerating towards its goal of receiving 25 million international tourists by 2025, driven by a rebound in tourist arrivals from Northeast Asia, Europe, and Oceania. To this end, Vietnam is continuously strengthening its promotional activities in key international markets. On October 21, the Vietnam National Administration of Tourism held a promotional event in Beijing. Vietnam is seeking to further enhance its appeal to different Chinese tourist groups through products such as golf tours, culinary tourism, and MICE tourism.
However, Vietnam’s ambitious tourism strategy still faces many challenges. Media outlets such as Travel & Tourism World magazine have analyzed that Vietnam’s infrastructure is improving, but still lags behind Thailand. Airports like Ho Chi Minh City and Hanoi are facing congestion, raising questions about their ability to handle the volume of flights and passengers during peak tourist season. Infrastructure issues extend beyond airports. Hanoi experienced two major flooding incidents around the National Day holiday this year. Following the passage of a typhoon, torrential rains continued, and poor drainage turned many streets in Hanoi into waterways, with some streets nearly thigh-deep. On September 30, a Global Times reporter and several foreign tourists were trapped in a cafe for six hours, nearly paralyzing traffic throughout the city.
Furthermore, Thailand Business News suggests that Vietnam’s less open visa policy than Thailand’s and its lower global brand recognition will also limit its tourism growth. Ms. Wang believes that Thailand still offers certain advantages: visa-free entry and exit procedures for Chinese tourists are more streamlined; there are more diverse destinations and routes; and more established tourism infrastructure.
Wang Xiaoyu believes that “the trend of rising and falling tourism in Thailand and Vietnam is likely to continue for some time to come.”
However, Southeast Asia has long been a major outbound tourism destination for Chinese tourists, accounting for 40% of total visitors, and competition among different destinations for Chinese tourists will continue.