VNAT and the Vietnamese Embassy in China reinforce collaboration to boost tourism promotion and attract more Chinese visitors to Vietnam.
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 discuss tourism cooperation and enhance coordination in joint promotion activities.
Strengthening partnerships and promotion efforts
During the meeting, Mr. Nguyen Trung Khanh expressed his gratitude to the Vietnamese Embassy in China for its strong support and collaboration, emphasizing that this partnership played a crucial role in the success of the Roadshow. He noted that the event not only strengthened Vietnam’s visibility as an attractive destination in the Chinese market but also deepened bilateral tourism ties.
Highlighting the positive response from the Beijing market—one of Vietnam’s key sources of visitors—Mr. Khanh mentioned that VNAT also held bilateral meetings with the Beijing Municipal Bureau of Culture and Tourism and the Tianjin Municipal Bureau of Culture and Tourism to explore joint promotion initiatives, product development, and future memoranda of understanding for cooperation.
In the first nine months of 2025, Vietnam welcomed nearly 3.9 million Chinese visitors, marking a 43.9% increase year-on-year, a clear indicator of the market’s strong recovery.
China remains a strategic tourism market
Vietnamese Ambassador to China Pham Thanh Binh commended VNAT’s proactive promotion efforts in China, calling it a market of strategic importance. The Ambassador noted that Tianjin City had expressed strong interest in establishing direct cooperation with VNAT and recommended the development of a concrete roadmap for effective implementation.
Ambassador Pham Thanh Binh also highlighted the evolving trends in China’s tourism market, with travellers increasingly interested in family trips, short vacations, MICE tourism, and authentic cultural and culinary experiences.
He further outlined several key priorities for attracting more Chinese visitors: leveraging Vietnam’s positive destination image, optimizing e-visa policies, accelerating digital transformation, and improving transport connectivity, particularly through direct flights and interregional infrastructure development.
Continued collaboration and strategic focus
Mr. Nguyen Trung Khanh reaffirmed VNAT’s commitment to continued cooperation with the Vietnamese Embassy in China, stating that VNAT would strengthen collaboration in cultural diplomacy and tourism promotion, contributing to the comprehensive strategic partnership between the two countries.
The Chinese tourist market continues to be a cornerstone of Vietnam’s tourism recovery in the post-pandemic period, driven by simplified entry procedures, competitive travel costs, and diverse tourism products ranging from coastal resorts to cultural experiences.
With both countries enhancing tourism cooperation and promotional activities in major Chinese cities, Vietnam is positioned to further consolidate its appeal and competitiveness as one of the leading destinations for Chinese travellers.