For Jannice, a traveler from Guangdong, the decision to visit Vietnam began on the screen of her smartphone. After scrolling through curated travel guides on Xiaohongshu, she planned a journey that took her from the frenetic energy of Hô Chi Minh-Ville to the serene beaches of Phu Quoc. Her first encounter with the city was a sensory overload—the pervasive, rhythmic roar of motorbikes filling every street.
Between tasting local pho and experimenting with water spinach straws—which she joked cured her habit of biting on plastic—Jannice’s experience reflects a broader, systemic shift in Southeast Asian travel. The volume of touristes chinois au Vietnam is not merely returning to pre-pandemic levels; the nature of the visit itself is evolving.
Recent data indicates a aggressive recovery for the Chinese market. In the first quarter alone, visitors from China (1.4 million) and South Korea (1.3 million) accounted for approximately 40% of all international arrivals in the country. While the pandemic caused a total collapse in arrivals between 2020 and 2021, the trajectory since 2023 has been one of steep ascent.
The climb back to the ‘Golden Age’
For several years following the initial post-pandemic reopening in early 2023, South Korea maintained its position as the top source of visitors. Yet, 2025 has marked a turning point. China has reclaimed the lead, frequently swapping the number-one spot with South Korea in a tight competition for dominance in the visitor rankings.
According to figures from the Vietnam National Authority of Tourism, the country welcomed approximately 5.28 million Chinese tourists in 2025. While this remains slightly below the 5.8 million recorded during the 2019 peak, the rapid recovery underscores the strategic importance of the Chinese market to the local economy.
| Period | Number of Visitors (Millions) |
|---|---|
| 2015–2017 | 1.77 $rightarrow$ 4.0 |
| 2019 (Peak) | 5.8 |
| 2020–2021 | 0 |
| 2023 | 1.74 |
| 2024 | 3.74 |
| 2025 | 5.28 |
This resurgence is not one-sided. Vietnam has also emerged as one of the top five countries of origin for tourists visiting China in 2025, signaling a deepening of bilateral cultural and economic exchanges.
From mass tourism to wellness and luxury
The profile of the average Chinese traveler has shifted significantly. The era of the massive, price-driven tour group is giving way to a more fragmented and sophisticated market. While budget remains a primary driver for mass-market travelers, there is a burgeoning segment of mid-to-high-end tourists who prioritize personalized experiences over low costs.
As a physician, I discover the increasing interest in “wellness products” and luxury health retreats particularly telling. Modern travelers are increasingly seeking destinations that offer a balance of leisure and physical well-being. This new cohort often travels in small family groups or independent circles, opting for high-end resorts, golf outings, and specialized health services.
Pham Anh Vu, Deputy General Director of the Vietnam Tourism Company, noted that post-Covid-19 travelers are placing a higher premium on safety, health, and the overall quality of the experience. This shift means that while individual spending may vary, the demand for professional, high-standard accompanying services has risen.
Tran Thi Bao Thu, marketing and communication director at Vietluxtour, observes that while these visitors frequently target coastal hubs like Nha Trang, Da Nang, and Phu Quoc, there is a sustained draw toward the urban centers of Hanoï and Hô Chi Minh-Ville.
Infrastructure and the ‘Multi-Purpose’ traveler
The surge in touristes chinois au Vietnam is supported by three primary structural catalysts. First, the expansion of aviation infrastructure has seen a proliferation of direct flights and affordable charter options connecting major Chinese cities to Vietnamese hubs, reducing travel friction.
Second, the simplification of entry requirements has played a critical role. The implementation of electronic visas (e-visas) and streamlined procedures has made the country significantly more accessible to independent travelers who book their trips via social media and online platforms.
Third, there is a rise in “multi-purpose” travel. Nguyen Nguyet Van Khanh, marketing director at Vietravel, points out that a growing number of Chinese professionals, students, and entrepreneurs are visiting Vietnam to explore business opportunities or academic cooperation, blending professional objectives with leisure tourism.
A strategic horizon for 2030
The logistical bond between the two nations is expected to strengthen further with the return of the intermodal railway line in May 2025, ending a five-year hiatus. This rail connection, alongside encouraged cruise tourism and a visa policy allowing stays of up to 90 days, forms the backbone of Vietnam’s long-term growth strategy.
Nguyen Trung Khanh, director of the National Administration of Tourism, has stated that China remains a priority market. Under the national tourism development strategy leading up to 2030, the government intends to implement targeted promotion to maintain and grow this critical source of revenue.
For visitors like Jannice, the appeal lies in the human element. She noted the kindness of ride-hailing drivers and the enthusiasm of local vendors, whose warmth often transcended language barriers. “I love the people here, the food is delicious and there is so much to discover,” she said. “Vietnam is a place where it is good to return.”
The next major milestone for the sector will be the operational assessment of the intermodal rail line following its May 2025 relaunch, which is expected to further diversify the ways international visitors access the country.
Do you feel the shift toward luxury and wellness tourism will redefine Southeast Asian travel? Share your thoughts in the comments below.
