(TITC) - As part of the Vietnam Tourism Roadshow in Beijing, Mr. Nguyen Trung Khanh, Chairman of the Vietnam National Authority of Tourism (VNAT), paid a visit to the Embassy of Vietnam in China to update on tourism cooperation between Vietnam and China and to enhance coordination in tourism promotion activities.
Overview of the meeting
Expressing sincere gratitude to the Vietnamese Embassy in China, VNAT’s Chairman Nguyen Trung Khanh emphasized that the Embassy’s strong support and collaboration played a crucial role in the success of the Vietnam Tourism Roadshow in Beijing. He noted that the event not only helped strengthen the visibility of Vietnam as an attractive destination in the Chinese market but also deepened the partnership between Vietnam and China in the tourism sector.
Highlighting the outcomes of the Roadshow, VNAT’s Chairman Nguyen Trung Khanh underscored the positive response from the Beijing market, one of Vietnam’s key sources of visitors. On this occasion, VNAT also held bilateral meetings with the Beijing Municipal Bureau of Culture and Tourism and the Tianjin Municipal Bureau of Culture and Tourism to discuss joint promotion initiatives, product development, and potential memoranda of understanding for future cooperation.
About tourism exchange figures, in the first nine months of 2025, Vietnam welcomed nearly 3.9 million Chinese visitor arrivals, marking an impressive 43.9% increase year-on-year, a clear indicator of the strong recovery of this key market.
Vietnamese Ambassador to China Pham Thanh Binh highly commended VNAT’s proactive efforts in promoting Vietnam’s tourism in China, a market of strategic importance. The Ambassador noted that Tianjin City has expressed strong interest in establishing direct cooperation with VNAT to jointly organize tourism promotion and marketing activities. He suggested that VNAT develop a concrete roadmap for collaboration to facilitate effective implementation in the near future.
Regarding market orientation, Ambassador Pham Thanh Binh emphasized that China’s domestic tourism market remains vibrant, while outbound tourism trends are evolving rapidly. Chinese travelers are showing increasing interest in family trips, short vacations, MICE tourism, and authentic cultural and culinary experiences.
Leaders of both sides taking group photo
He also highlighted several key priorities for Vietnam’s tourism sector to attract Chinese visitors more effectively, including leverage Vietnam’s positive destination image on base of the long-standing friendship between the two nations; Optimize e-visa policies and simplify entry procedures to ensure a smooth travel experience; Accelerate digital transformation to enhance traveller convenience; Develop transport infrastructure, particularly direct flight routes, expressways, and interregional railways to improve connectivity between major destinations.
He also suggested VNAT to strengthen collaboration with Vietnam’s diplomatic missions in China and relevant agencies to guide the development of high-quality, sustainable tourism products and services, ensure the healthy growth of the tourism market.
VNAT’s Chairman Nguyen Trung Khanh expressed his appreciation for the effective cooperation between VNAT and the Vietnamese Embassy in China. He affirmed that the Vietnam National Authority of Tourism will continue to enhance collaboration with the Embassy in cultural diplomacy and tourism promotion, thereby contributing to the comprehensive strategic cooperative partnership between Vietnam and China.
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The Chinese tourist market is becoming increasingly important to Vietnam’s tourism industry, not only in terms of visitor volume but also in its growing potential for higher-quality development. In the post-Covid period, Chinese travellers have emerged as one of the main driving forces behind Vietnam’s tourism recovery.
This growth is being fueled by several key factors. First, e-visa policy and more convenient entry procedures have made it easier for Chinese visitors to travel to Vietnam. Second, Vietnam’s geographical proximity, competitive travel costs, and diverse tourism offerings, from beach and island destinations to rich cultural heritage experiences, continue to make it an appealing choice for Chinese tourists.
Notably, current travel trends among Chinese visitors are shifting toward short-haul trips, family vacations, MICE tourism, and authentic cultural and culinary experiences, all of which align closely with Vietnam’s strengths as a destination.
Additionally, enhanced cooperation between tourism authorities of the two countries and expanded promotional activities in major Chinese cities have significantly boosted Vietnam’s visibility and competitiveness in this important market. |
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