The Roadshow, organized by the VNAT in cooperation with the Vietnam Tourism Development Fund (VTDF), had the participation of representatives from tourism authorities, local destinations, enterprises, media, and performing artists. The event aimed to strengthen Vietnam - China tourism ties, moving toward comprehensive and sustainable cooperation.

VNAT’s Chairman Nguyen Trung Khanh delivering speech welcoming delegates attending the Vietnam Tourism Roadshow

Welcoming participants to the Roadshow, VNAT’s Chairman Nguyen Trung Khanh emphasized that the event holds special significance in reinforcing the long-standing friendship and fostering tourism-cultural cooperation between the two nations. It also provides an opportunity to enhance tourist exchanges, business partnerships, and promote the image of a friendly and hospitable Vietnam to Chinese friends.

VNAT’s Chairman Nguyen Trung Khanh highlighted that tourism and cultural cooperation between Vietnam and China is a relationship rich in tradition, regarded by both Parties and Governments as a key pillar in their overall comprehensive strategic partnership.

In October 2022, the Vietnamese Minister of Culture, Sports and Tourism and the Chinese Minister of Culture and Tourism signed the “Cultural and Tourism Cooperation Plan for 2023-2027,” laying out a comprehensive and forward-looking framework for deeper collaboration of the two sides.

On that foundation, VNAT, together with agencies, localities, and businesses from both countries, has implemented a range of practical initiatives to enhance people-to-people exchanges, promote national images, and develop sustainable tourism, all contributing to a stable, healthy, and effective Vietnam-China relationship.

VNAT’s Chairman Nguyen Trung Khanh speaking at the Roadshow

China has remained Vietnam’s leading source market in recent years. In 2024, nearly 3.8 million Chinese visitors traveled to Vietnam, recovering over 64% of pre-pandemic levels. In the first nine months of 2025, Vietnam welcomed 3.9 million Chinese arrivals, a 43% year-on-year increase, reaffirming China’s position as Vietnam’s top inbound market.

Conversely, Vietnam ranks among China’s five largest source markets, underscoring the strong mutual demand for travel, cultural understanding, and cooperation, as well as the vast potential for future growth in bilateral tourism.

VNAT’s Chairman Nguyen Trung Khanh noted that both sides will continue to intensify dialogue and collaboration to effectively implement the 2023-2027 Cooperation Plan in line with the guidance of the two governments’ leaders. Vietnam looks forward to working with Chinese partners to leverage existing bilateral and multilateral frameworks, foster sustainable tourism growth, and capitalize on the rich cultural and natural assets of both nations.

Both countries will support each other in marketing, destination promotion, and tourism events, while enhancing business and media exchanges, facilitating cross-border travel, and encouraging mutual tourism experiences. Vietnam also expressed its willingness to cooperate closely with China in areas such as service quality management, infrastructure development, human resource training, and digital transformation, aiming to establish a smart, safe, and sustainable tourism cooperation environment.

The Vietnam Tourism Roadshow 2025 serves as a strong statement of commitment by both tourism industries to enhance exchanges, cooperation, and sustainable development, contributing to the traditional friendship and good neighborliness between the peoples of Vietnam and China.

Counsellor Ninh Thanh Cong, Embassy of Vietnam in China, speaking at the Roadshow

Mr. Ninh Thanh Cong, Counsellor of the Vietnamese Embassy in China, affirmed that under the close direction of the two Parties’ senior leaders, Vietnam-China cultural and tourism cooperation has developed positively and substantively, contributing to the elevation of the Comprehensive Strategic Cooperative Partnership and the building of a Vietnam-China Community with a Shared Future under the spirit of “six greater aspects”.

He noted that tourism cooperation has become a vital bridge for trade and investment, serving as a bright spot in bilateral relations and strengthening mutual understanding and friendship between the two peoples. The Vietnamese Embassy in China highly appreciated the Roadshow, not only for presenting Vietnam’s tourism policies and resources but also for its symbolic significance during the 75th anniversary of diplomatic ties and the Vietnam-China Humanistic Exchange Year.

The Counsellor expressed confidence that with proactive cooperation between tourism authorities and enterprises, bilateral tourism relations will continue to thrive, delivering greater achievements and further consolidating the friendship between the peoples of the two nations. The Vietnamese Embassy pledged to work closely with relevant Chinese authorities to promote cultural and tourism exchanges and facilitate travel for Chinese citizens visiting Vietnam.

Ms. Zheng Fang - Deputy Director-General of the Beijing Municipal Bureau of Culture and Tourism

Ms. Zheng Fang - Deputy Director-General of the Beijing Municipal Bureau of Culture and Tourism, emphasized that Vietnam and China are close neighbours with shared mountains and rivers, cultural similarities, and enduring friendship. With comprehensive cooperation expanding across multiple fields, cultural and tourism exchanges have become a key bridge deepening mutual understanding. She noted that Vietnam’s rich history, vibrant culture, and beautiful natural landscapes have made it an increasingly attractive destination for Chinese tourists, while China remains a vital source market for Vietnam.

Beijing, as China’s cultural and historical capital, serves both as a preserver of millennia-old heritage and a showcase of modern vitality. The city boasts numerous UNESCO World Heritage Sites, a thriving cultural and artistic scene, technological achievements, and a dynamic urban character.

Ms. Zheng expressed hope that this event will further expand cooperation in tourism product development, increase visitor exchanges, and strengthen mutual promotion so that more Vietnamese tourists can discover Beijing, while Chinese travelers gain a deeper appreciation of Vietnam’s beauty and charm.

Mr. Zhu Yihai, Deputy Director-General of the Tianjin Municipal Bureau of Culture and Tourism

Mr. Zhu Yihai, Deputy Director-General of the Tianjin Municipal Bureau of Culture and Tourism, praised Vietnam’s rapid tourism growth, noting its rising appeal among Chinese visitors, especially from Tianjin. He stressed that the Roadshow represents an important milestone in promoting closer tourism collaboration and friendship between the two peoples.

Tianjin and Vietnam both possess distinctive and complementary tourism resources, laying a solid foundation for further cooperation. The Tianjin Bureau expressed its wish to use the event as a platform for continued cultural and tourism exchange, information sharing, visitor flow, and expanded collaboration, hoping that culture and tourism will remain a strong bridge of connection between the two nations.

The introduction of Vietnam Tourism

During the Roadshow, Chinese partners and media learned about Vietnam’s new visa policies, emerging destinations, tourism infrastructure, promotional campaigns, and air connectivity, alongside a Chinese-language tourism video highlighting the country’s attractions.

The event renewed Vietnam’s tourism image with the message: “Vietnam - Timeless Charm - Authentic Experiences, Living with Green Heritage”. This affirms Vietnam’s position as a friendly, attractive destination capable of satisfying the diverse needs of Chinese travellers.

Artists from the Vietnam National Music, Song and Dance Theatre performed unique musical and dance pieces blending traditional instruments, folk dances, and Vietnam-China cultural elements, offering audiences an engaging experience that celebrated both tradition and modernity while showcasing the richness of Vietnamese culture.

Traditional art performance rich in Vietnamese cultural identity

As part of the event, participants also joined a lucky draw with prizes such as round-trip air tickets, travel vouchers, and resort stays at renowned destinations in Vietnam.

Earlier that day, a Vietnam-China Tourism Business Networking Program was held, bringing together travel agencies, hotels, resorts, convention centers, and airlines from both countries to exchange information, explore investment opportunities, and establish partnerships aimed at mutually increasing visitor flows.

Overview of the Roadshow

Leaders and delegates taking souvenir photos

Delegates, guests, and businesses engage in networking and exchange during the Roadshow

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