A surge in Chinese visitors to Vietnam has been attributed to intensified tourism marketing, strategic geographical advantages, and affordability, according to industry experts. In May, China outpaced South Korea, accounting for nearly 40% of all international visitors to Vietnam with a total of 357,907 arrivals.
This marked the first occasion since the reopening of Vietnam’s borders in March 2022 that China reclaimed its position as the top source of tourists. “The resurgence of Chinese tourists can be credited to the concerted tourism diplomacy between the two nations,” stated Nguyen Tien Dat, CEO of AZA Travel Company.
To further boost interest from Chinese tourists, the Vietnam National Administration of Tourism has stepped up its promotional efforts.
The launch of several new direct flights has facilitated easier travel between the two countries. Notably, Vietjet initiated a direct route connecting Ho Chi Minh City with Xi’an, a historic city in China, on April 29.
Vietnam’s warm beaches are a draw for Chinese tourists, who have limited options like this at home, with Hainan Island being an exception. Consequently, Southeast Asian coastal destinations, including Thailand and Vietnam, are popular for summer getaways.
Industry insiders have observed a trend of reduced travel expenditure among Chinese citizens due to economic pressures, leading to a preference for more economical, proximate vacation spots, with Vietnam emerging as a favored destination.
Vietnam ranked second in Southeast Asia for Chinese tourist arrivals in the first quarter, with 889,000 visitors, trailing only Thailand. However, Dat emphasized the importance of targeting affluent tourists from major Chinese metropolises like Beijing and Shanghai to enhance tourism revenue.
Dat expressed concern that if Chinese tourists visit Vietnam in large numbers but limit their stay to short visits or low-budget meals, it would not substantially benefit the local tourism industry.
“Our aim should be to attract Chinese visitors who are willing to spend several thousand yuan per visit,” he added, noting that 1,000 yuan is approximately equivalent to $138.
Data from the General Statistics Office revealed that in 2019, Chinese tourists spent an average of $885 per visit.
Phan Khanh Toán, CEO at Poplife, a luxury cruise company, suggested that Vietnam should market itself as a premium destination for Chinese tourists, offering upscale shopping and elite dining experiences.
Toan highlighted that Chinese tourists have a penchant for purchasing luxury brands and staying in internationally recognized five-star hotels while in Vietnam.
“The appeal lies in Vietnam’s strategic promotional efforts, its convenient location, and the affordability of travel and accommodations. These factors have collectively contributed to the significant increase in Chinese visitors, positioning Vietnam as a top destination for these travelers.” Toan added.
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Source: Vietnam Insider