Vietnam has kicked off a strategic tourism drive in China aimed at strengthening its appeal among Chinese travellers, particularly those seeking premium and authentic experiences. From October 20 to 28, 2025 the Vietnam National Authority of Tourism (VNAT), working alongside the Tourism Development Support Fund, is staging a nationwide promotion in Beijing, Chongqing and Chengdu under the evocative theme: “Vietnam – Timeless Charm – Authentic Experiences, Living with Green Heritage.”
This campaign seeks not just to boost visitor numbers but to attract higher-value travellers by combining Vietnam’s rich cultural and natural assets with digital innovation and sustainable tourism practices. By focusing on China, Vietnam targets one of its most important source markets for inbound tourism.
Deepening Bilateral Tourism Ties
Vietnam and China share a long history of close cultural, social and geographic proximity, which has paved the way for strong cooperation in tourism. Recent figures reinforce the significance of the market: China remains Vietnam’s largest source of inbound tourists, accounting for approximately 30 per cent of all foreign arrivals. In 2024, Vietnam welcomed nearly 3.74 million Chinese visitors—a recovery of over 64 % of pre-pandemic levels—and recorded around 3.9 million in the first nine months of 2025, a 43 per cent year-on-year increase.
In the current campaign, VNAT’s leadership have met with Chinese municipal tourism bodies and major industry associations to deepen collaboration on infrastructure, service standards, digital marketing and new tourism products. This alliance forms part of the 2023-2027 Culture and Tourism Cooperation Plan between Vietnam and China, coupling diplomatic relations with tourism diplomacy to achieve mutual gains.
Key Focus Areas of the Promotion
B2B Networking & Strategic Partnerships
A highlight of the promotion is dedicated business-to-business (B2B) events bringing together travel agencies, airlines, hotel groups and tourism stakeholders from both countries. These meetings are designed to facilitate joint product development, improve connectivity and raise standards of service tailored to Chinese travellers. Through these engagements, Vietnam aims to streamline its offerings while enhancing competitiveness.
Showcasing Vietnam’s Tourism Products & Destinations
The campaign spotlights Vietnam’s diverse tourism portfolio—from iconic destinations and cultural heritage sites to luxury resorts, wellness retreats, golf courses and MICE (meetings, incentives, conferences and exhibitions) facilities. Presentations focus on new visa policies, infrastructure upgrades, and incentives such as discounted tours, flight offers and resort vouchers for Chinese guests. The goal is clear: move beyond mass tourism to attract premium visitors seeking quality experiences.
Cultural Exchange through Arts & Performance
To reinforce its cultural appeal, Vietnam is bringing artistic performances to China that blend traditional music, dance and contemporary art. These cultural showcases aim to deepen Chinese travellers’ understanding of Vietnam’s heritage and identity, positioning the country not just as a destination but as a living cultural experience.
Collaboration on Service Quality, Connectivity & Innovation
In meetings with Chinese tourism authorities, VNAT has emphasised collaborative work on service quality, human resources training, infrastructure development and digital transformation. Key topics include improving air connectivity, launching joint marketing campaigns, and developing cross-border tourism products. The aim is to create a seamless travel experience anchored in modern, smart tourism standards.
Strategic Goals: Sustainable Growth and Premium Segments
The current promotion forms part of a broader growth strategy by Vietnam’s tourism sector. The target implies a 20-30 % increase in Chinese arrivals in 2025, with a shift in focus towards higher-value segments such as wellness tourism, golf tourism, premium travel and the MICE market.
Sustainability sits at the heart of this agenda. Vietnam is restructuring its tourism model to embrace green tourism, energy-efficient technologies, digital services and smart-tourism infrastructure. Initiatives such as AI-driven itinerary planning, e-payment solutions, virtual reality/augmented reality experiences and mobile app facilitation are being introduced to enhance the experience while minimising environmental and social impacts.
Digital Transformation: Reaching the Modern Traveller
To capture the younger, tech-savvy Chinese market, Vietnam is investing heavily in digital marketing and service delivery. Promotion on Chinese platforms—including WeChat, Weibo and travel booking apps—is paired with VR and AR content to create interactive storytelling around the Vietnamese experience.
Beyond marketing, digital transformation extends to the tourism experience itself: online booking systems, contactless payments, smart city connectivity and personalised travel services all contribute to a more seamless visitor journey. By offering visitors a digitally empowered travel ecosystem, Vietnam aims to stand out from competing destinations.
Long-Term Benefits and Vision
The immediate aim of the China campaign is to increase arrival numbers, enhance bilateral ties, and diversify tourism product offerings. In the longer term, Vietnam is laying the groundwork for sustainable tourism growth, elevating its soft power and establishing itself as a regional leader in smart and responsible travel. The momentum built in China is intended to act as a springboard for partnerships across other international markets.
By combining high-quality tourism experiences, cultural authenticity, digital innovation and sustainability, Vietnam is working to transform its image into not just a popular destination for Chinese visitors, but a world-class competitor in global tourism.
A Bright Future for Vietnam’s Tourism Sector
With this strategic move into the Chinese outbound market, Vietnam is positioning itself for lasting success. The campaign underscores three pillars: cultural exchange, technological innovation and environmental stewardship. By forging strong relationships with Chinese travellers and industry partners, Vietnam is offering more than scenery—it’s offering experiences that resonate, last and inspire.
As Vietnam’s tourism industry heads into its next phase of growth, the emphasis on high-value visitors, smart infrastructure, and sustainable practices will help ensure that millions of tourists arrive not only to explore but to engage meaningfully with the country. With its blend of timeless charm and modern innovation, Vietnam is well on its way to becoming a leading tourism destination in Asia and beyond.
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