How Vietnam Overtook Thailand for Chinese Visitors and Reshaped Asian Travel

Vietnam draws 5.3 million Chinese visitors in a record year

Vietnam welcomed approximately 21.2 million international visitors in 2025, up 20% and above its previous record of 18 million in 2019. Chinese arrivals reached 5.3 million, increasing 41.3% from a year earlier, according to the National Statistics Office. Thailand received 4.5 million Chinese visitors during the same period, putting Vietnam ahead in a market that has long supported Thailand's tourism economy.

The change reaches beyond visitor totals. Chinese travelers are increasingly arranging their own trips, looking for local experiences and choosing destinations according to cost, convenience and safety. Vietnam has benefited from those preferences while Thailand has struggled with higher prices and damaging publicity surrounding an abduction.

Ben Thanh Market, a major attraction in Ho Chi Minh City, illustrates the changing audience. Its crowded aisles, beneath a steepled roof, sell scarves and hammer-and-sickle keychains in the warm, stuffy air of Vietnam's commercial capital. Alongside the familiar groups following guides carrying flags, independent Chinese visitors increasingly navigate with smartphones and explore on their own terms.

Vietnam's growth therefore represents more than recovery from COVID-19 disruptions. It reflects a change in how China's growing middle class travels abroad, with consequences for a regional tourism industry worth billions of dollars. Younger visitors want greater control over where they go, what they buy and how they spend their time.

As of January 28, 2026, the challenge for Vietnam is to turn this surge into repeat business while managing pressure on popular destinations. Across Asia, governments, airlines, hotels and smaller tour operators are adjusting to Chinese travelers who have more choices and less attachment to traditional itineraries.

What the arrival figures reveal

Vietnam's 5.3 million Chinese arrivals exceeded the level before the pandemic. They also represented approximately one quarter of its 21.2 million international arrivals in 2025. Vietnam received about 800,000 more Chinese visitors than Thailand, calculated from the two countries' totals of 5.3 million and 4.5 million.

China's rise within Vietnam's visitor market was apparent throughout the year. The country recorded 1.95 million Chinese arrivals in the first quarter alone. By August, China had overtaken South Korea as Vietnam's largest source of foreign visitors. Through October, Vietnam had welcomed 17 million international tourists, with China the biggest single source market.

The milestones show how the record developed:

• 2019: Vietnam welcomed 18 million international visitors, its previous record.
• First quarter of 2025: Chinese arrivals reached 1.95 million.
• By August 2025: China had overtaken South Korea as Vietnam's largest foreign visitor market.
• Through October 2025: Total international arrivals reached 17 million.
• Full year 2025: Vietnam received approximately 21.2 million international visitors, including 5.3 million from China.
• January 2026: Turkey waived visas for Chinese visitors, adding another destination competing for their spending.

Vietnam was on track to welcome more than 22 million international visitors in 2026. Its tourism retail sales had risen approximately 51% from a year earlier through August 2025, according to market analysis firm BMI. Tourism's direct and indirect contribution to gross domestic product was estimated at more than 15%. The direct contribution includes activity such as hotel stays and tours; the indirect contribution includes business generated for suppliers supporting those services.

Thailand moved in the opposite direction during the first eight months of 2025, with international visitor numbers falling 7% despite strong growth from European and American markets. Available airline seats from China to Thailand declined by more than 11% from a year earlier to 5.1 million. Fewer seats meant fewer opportunities to bring travelers into the country.

Chinese travelers take control of their trips

Subramania Patra, chief executive of China Trading Desk, a firm monitoring Chinese travel and spending patterns, described a growing group of visitors who want independence and are prepared to spend more for it.

Currently, over 40% of Chinese travelling abroad for the first time are independent, educated and looking for an authentic foreign experience," said Subramania Patra. "This group of tourists doesn't want to be put on a bus and taken to destinations where everything feels like China. And, importantly, they are willing to pay more.

Chinese people born in the 1990s and 2000s grew up with greater access to international culture through the internet and social media. They research destinations on Xiaohongshu, also called Little Red Book, book accommodation through Ctrip, and share their experiences on WeChat and Weibo. Those posts help other travelers discover places through personal recommendations, creating publicity that traditional tourism boards struggle to reproduce.

Vietnam's appeal fits that preference for discovery. Patra explained why the country attracts this newer audience:

For this new group of Chinese tourists, Vietnam offers a new and fresh experience," Patra explained. "Many tourists feel that Vietnam is still less crowded and more authentically local.

Da Nang's businesses have adapted visibly. Large signs in Chinese appear at hotel entrances, restaurants along streets and massage parlors. Hotels have hired staff who speak Mandarin or equipped employees with translation apps. Those changes help people who arrive without a guide manage everyday tasks themselves.

Hava Travel has shifted from inexpensive group packages toward smaller, more tailored experiences. It served around 2,000 customers in August 2025, a 20% increase from the beginning of the year. Its adjustment shows how changing visitor preferences reach individual businesses: selling a place on a standard bus itinerary is a different task from arranging a trip around someone's particular interests.

Distance, prices and familiar culture help Vietnam

Vietnam's long land border with China gives it a practical advantage. Multiple crossings connect China's Guangxi and Yunnan provinces with northern Vietnam, making travel over land possible and affordable. Visitors have options beyond flying, with flexibility that island destinations cannot offer.

Vietnam also retains a reputation for affordability while Thailand and other destinations have experienced substantial price increases since the pandemic. The Vietnamese dong has weakened against the Chinese yuan. For a traveler exchanging yuan, that change increases purchasing power in Vietnam.

Lower costs for accommodation, food and transport appeal to travelers watching their budgets and to those willing to spend heavily. A visitor can stretch a limited budget further, while someone booking better hotels or more activities can obtain more for the same amount of money.

Vietnam and China share Confucian traditions, celebrations based on the lunar calendar and similarities in their cuisines. Those connections can make a trip feel culturally comfortable while still offering a distinct experience. Hanoi and Ho Chi Minh City provide historical depth, while Hoi An and Ha Long Bay, both UNESCO World Heritage sites, offer settings that travelers want to photograph and share online.

Visa arrangements also affect the ease of choosing a destination. Vietnam offers an exemption from visas for stays of 30 days on Phu Quoc Island, streamlined electronic visa facilities, and longer stays without visas for citizens of numerous developed economies. The measures support broader tourism growth and reduce the administrative work involved in planning a trip, an attraction for people making spontaneous travel decisions.

Vietnam's advantages work together. Geographic access makes the journey easier, prices shape the budget, familiar cultural elements help visitors feel comfortable, and distinctive places give them reasons to explore. Independent travelers can combine those factors in their own itineraries instead of selecting a complete package.

Local businesses compete for longer stays

Quang Ninh province, which borders China, has brought authorities and businesses together to organize paragliding and hot air balloon festivals. The aim is to encourage tourists to stay longer rather than pass through quickly. Longer visits create more opportunities for spending on rooms, meals, transport and activities.

Luxury hotel chains report that Chinese tourists consistently book nearly half their rooms. Properties including the Mercure Nha Trang Beach Hotel have adjusted services to meet that demand. Vietnam's gains therefore reach beyond inexpensive travel into accommodation aimed at visitors with larger budgets.

Mandarin language support is part of a wider adjustment. Tourism businesses are investing in translation technology and training programs, alongside hiring staff who can speak directly with Chinese guests. Clear communication matters when independent travelers need to arrange transport, discuss a booking or explain what they want from an activity.

Digital services are another priority. Accepting Alipay and WeChat Pay, maintaining a presence on Chinese social media platforms and making businesses easier to find through Chinese search engines help operators connect with visitors before and during a trip. The booking and payment experience needs to fit the way those customers already organize their lives.

Vietnam's tourism products are changing as well. Food tours through Ho Chi Minh City's street food scene, photography workshops in Hoi An's alleys lit by lanterns, and wellness retreats in Da Lat appeal to travelers seeking local experiences and personal growth. Such activities give visitors something to do and learn beyond visiting a sequence of landmarks.

Golf has become a particularly lucrative segment. Vietnam's standing as one of Asia's leading golf destinations attracts wealthy travelers from mainland China, Hong Kong and Macao. For smaller operators, specialized activities offer a way to compete through the quality and individuality of an experience rather than the number of people carried on a tour.

Thailand faces concerns about safety and value

Thailand's difficulties have helped accelerate the shift toward Vietnam. The abduction of Chinese actor Wang Xing created lasting negative publicity. He was lured to Thailand and then transferred to Myanmar by a call center gang, a case that continued to influence Chinese travel decisions.

Border instability and geopolitical tensions have added to those safety concerns. Vietnam has benefited from relative political calm and a perception of stability. Chinese travelers increasingly describe feeling safer there, citing shared heritage and stronger diplomatic ties as contributing factors.

Higher prices have also weakened Thailand's appeal to travelers with limited budgets. Social media posts highlight increases in hotel rates, food prices and taxi fares compared with the period before the pandemic. The sense of receiving less value for the same spending has encouraged travelers to consider Vietnam and other alternatives.

China Trading Desk estimates that changing Chinese preferences could cost Thailand more than $3.5 billion in revenue, with spending redirected toward Vietnam and neighboring countries. Kasikorn Research Centre forecasts a 4.5% contraction in Thailand's hotel business revenue, accompanied by declining occupancy. Occupancy measures how many available rooms are filled, so a decline leaves hotels with more rooms generating no income.

Damien Pfirsch, chief commercial officer at Agoda, pointed to a continuing strength: Bangkok remains the leading Asian destination for repeat visitors on the platform. He expressed optimism that returning Chinese demand could help the industry recover.

"The tourism industry still has a chance to recover, especially if Chinese tourists start travelling again," he said.

Thailand's recovery depends on addressing the concerns that have encouraged travelers to go elsewhere. Its popularity among repeat visitors gives it an existing customer base, while the declines in Chinese demand and airline capacity show the scale of the immediate commercial pressure.

Japan and other destinations feel the redistribution

Japan set a record with 42.7 million visitors in 2025, yet Chinese arrivals fell sharply amid diplomatic tensions. Flight data showed that services bound for Japan during the travel period of 40 days around Lunar New Year were down 43.7% from a year earlier. Some hubs canceled more than a third of scheduled departures.

Destinations allowing entry without visas, or with easier visa rules, have benefited from redirected interest. Turkey's January 2026 waiver for Chinese visitors was accompanied by a 320% surge in searches for holiday travel. Malaysia recorded a 35% increase in Chinese tourists in the first half of 2025, alongside an increase of nearly 50% in airline seat capacity from China.

Russia expects Chinese arrivals to increase sixfold following its visa waiver for group tours. These changes show how entry rules and transport availability can influence destination choices together: travelers need both permission to enter and a practical way to get there.

Demand is also reaching destinations much farther from China. Airbnb says Queenstown, New Zealand, has become its most searched global city among Chinese users. European operators report increases of 90% in customized itineraries, including tours lasting nine days that explore the United Kingdom in depth rather than move rapidly between countries.

Experienced Chinese travelers are becoming more confident about choosing unfamiliar places and arranging trips around their interests. Vietnam benefits from that diversification, although it also competes with a wider range of destinations. Attracting someone for a first visit and persuading that person to return are separate commercial tasks.

Luxury hotels and transport support the next stage

Major international hotel brands, including Ritz-Carlton, Capella and The Luxury Collection, have opened properties in Vietnam. The expansion provides accommodation for affluent Chinese visitors who might previously have chosen Singapore or Bangkok.

Long Thanh International Airport, on the southern outskirts of Ho Chi Minh City, is expected to open soon and expand capacity substantially. Its opening date was not specified. The airport forms part of a wider push to improve the transport network supporting tourism.

Better highway connections, upgraded seaports and stronger domestic aviation links can help distribute visitors beyond the established Hanoi and Ho Chi Minh City corridor. Access matters for businesses elsewhere: a destination is more likely to join an itinerary when visitors can reach it conveniently and continue their journey without difficulty.

Vietnam's investment in premium hotels and transport complements the shift toward independent travel. Visitors arranging their own trips need accommodation choices, practical connections and reliable services across several destinations, rather than transport organized entirely through a group package.

Growth puts safety, nature and staffing under pressure

Ha Long Bay and Phu Quoc Island face concerns about overcrowding that threaten the visitor experience and environmental sustainability. A boat accident in Ha Long Bay claimed 38 lives during a typhoon, highlighting safety weaknesses that could damage Vietnam's reputation unless addressed.

Destinations with high concentrations of Chinese visitors also face economic exposure. Changes in Chinese travel policy, a downturn in spending or diplomatic tensions could quickly affect hotels and other businesses that depend heavily on that market. Vietnam's strategy increasingly stresses diversification, supported by strong growth from South Korea, Europe and emerging markets such as India.

Vietnam markets ecotourism and regenerative travel to younger visitors concerned about the environment. Ecotourism focuses on experiencing nature, while regenerative travel seeks to help restore or improve the places visited. Government measures protecting natural and cultural heritage have received international recognition, supporting the country's ability to remain attractive over time.

Labor shortages, already affecting Japan and other Asian destinations, could also constrain Vietnam's expansion. More hotels and tourism services require skilled employees in customer service, management and technical roles. Training programs and competitive pay are needed to maintain service quality as capacity grows.

Relations with China add another consideration. Current ties support tourism flows, while historical tensions and territorial disputes in the South China Sea could disrupt that favorable environment. Vietnam balances economic engagement with China against broader regional relationships, including stronger ties with the United States and other partners.

Southeast Asia competes for a more demanding visitor

Vietnam's rise points to a more fragmented and competitive tourism market in Southeast Asia. Thailand's long dominance is giving way to competition among several destinations, with marketing, the quality of the visit and value for money shaping decisions. Travelers stand to benefit from better services, infrastructure and a wider choice of experiences.

Vietnam's experience gives regional businesses several practical lessons. Easier visa arrangements reduce work for potential visitors. Visibility on Chinese digital platforms helps reach younger travelers. Activities based on local experiences, wellness and individual interests can attract customers who want more than a conventional sightseeing schedule.

Independent travel creates openings for smaller destinations and specialized operators. Established businesses that depend on large group tours face pressure to adjust their products and services. Vietnam's own task is to keep the sense of local discovery that draws visitors while providing the language support, payments, transport and safety they expect.

Regional cooperation could support that competition. Coordinated promotion of Southeast Asia's varied destinations, better connections across borders and shared standards for safety and environmental protection would strengthen the region's appeal. Vietnam's record year shows how quickly travel flows can change when visitor preferences, prices, access and confidence move together.

Key Points

• Vietnam received approximately 21.2 million international visitors in 2025, up 20% and above its 2019 record of 18 million.
• Chinese arrivals rose 41.3% to 5.3 million, exceeding Thailand's 4.5 million.
• China overtook South Korea as Vietnam's largest foreign visitor market by August 2025.
• China Trading Desk says more than 40% of Chinese people traveling abroad for the first time are independent travelers seeking authentic experiences.
• Vietnam's tourism retail sales increased approximately 51% through August 2025, according to BMI.
• Safety concerns, higher prices and reduced airline capacity have weighed on Thailand's Chinese tourism business.
• Japan's incoming flights during the Lunar New Year travel period fell 43.7%, while other destinations attracted redirected interest.
• Vietnam's continued growth depends on reliable services, safety, protection of popular destinations and a broader mix of visitor markets.