The Vietnam National Authority of Tourism (VNAT) and the Tourism Development Support Fund are promoting a Vietnam tourism introduction program in Beijing, Chongqing, and Chengdu from October 20 to 28, 2025. The program’s theme is “Viet Nam – Timeless Charm – Authentic Experiences, Living with Green Heritage” and is aimed at not only showcasing Vietnam’s rich cultural and natural heritage but also upholding its passion for sustainable, smart, and digitally upgraded tourism. By tactically targeting China, one of Vietnam’s biggest source markets for tourism, the initiative aims to build a stronger relationship and increase visitor numbers, assisting Vietnam in attaining its long-term tourism development goals.
Strengthening Bilateral Ties Through Tourism Cooperation
Vietnam and China share a deep cultural connection and geographical proximity, which have contributed to close tourism cooperation over the years. The two countries have long been tourism partners, with robust direct flights and chartered travel routes supporting cross-border tourism. The 2025 tourism campaign aims to reinforce these ties, helping to increase both the quantity and quality of visitor arrivals from China. By promoting Vietnam’s rich cultural tapestry and eco-friendly tourism initiatives, Vietnam seeks to position itself as a top travel destination for Chinese tourists, especially as tourism continues to rebound post-pandemic.
Key Focus Areas of the Vietnam-China Tourism Programme
- Business-to-Business (B2B) Networking Opportunities: One of the main highlights of the programme is its B2B connection activities, offering a platform for travel agencies, airlines, hotels, and tourism stakeholders to expand their partnerships. This will open avenues for deeper collaboration between Vietnamese and Chinese enterprises, facilitating the development of new tourism products and services that cater to Chinese travelers. By enhancing these business relationships, Vietnam aims to streamline travel offerings and improve tourism service standards for Chinese tourists.
- Promoting Vietnam’s Key Tourism Products and Destinations: The promotional campaign highlights Vietnam’s diverse tourism offerings, including its iconic destinations, cultural attractions, and new visa policies. Presentations will focus on the latest infrastructure developments, tourism policies, and sustainable tourism strategies aimed at attracting high-value visitors, such as those interested in wellness tourism, MICE tourism, premium travel experiences, and more. The programme also features discounted packages for tours, flight offers, and special resort vouchers for Chinese tourists, helping to increase demand and interest.
- Cultural Exchange Through Artistic Performances: As a means of deepening the cultural connection, the programme also offers artistic performances that blend traditional Vietnamese music, dance, and contemporary art forms. These performances are designed to provide Chinese visitors with a richer understanding of Vietnam’s cultural identity, helping to build a bridge between the two nations through art and shared history. By showcasing Vietnam’s vibrant arts scene, the programme fosters cultural understanding and positions Vietnam as a cultural tourism destination.
- Collaborating with Chinese Tourism Authorities and Partners: During the programme, VNAT met with Chinese tourism authorities, industry associations, and major travel enterprises to explore further opportunities for joint promotional efforts, tourism product development, and service improvements. By strengthening tourism diplomacy, the programme aims to encourage increased tourism exchanges and enhance connectivity between the two countries. This collaboration will help improve tourism infrastructure and develop shared tourism products, such as cross-border tours and joint marketing campaigns that will appeal to both Chinese and Vietnamese travelers.
Strategic Goals: Aiming for Sustainable Growth and Premium Tourists
The Vietnam-China tourism promotion campaign in 2025 is part of a broader effort to elevate Vietnam’s position in the Chinese outbound market. With a target of increasing Chinese visitor arrivals by 20-30% in 2025, Vietnam hopes to expand its tourism offerings beyond traditional market segments. While leisure tourism remains vital, the programme will also target higher-value segments like MICE tourism, wellness, golf, and premium travel. By focusing on niche markets, Vietnam is positioning itself to attract affluent travelers from China who seek luxury and authentic experiences.
The Vietnam National Authority of Tourism also emphasizes the need to restructure the tourism sector towards more sustainable and innovative practices. This involves implementing green tourism initiatives, energy-efficient technologies, and digitally-driven solutions to promote sustainable tourism while minimizing environmental impact. The development of smart tourism technologies, such as AI-driven itinerary planning and e-payment solutions, will further enhance the tourist experience and create a seamless travel journey for Chinese visitors.
Digital Transformation: A Key Enabler for Vietnam’s Tourism Growth
A major focus of the programme is the digital transformation of tourism marketing and services, which will help Vietnam reach the younger, tech-savvy Chinese audience. Through the use of social media platforms, mobile apps, and interactive digital tools, Vietnam aims to make it easier for Chinese tourists to access information, book travel services, and plan their trips. E-commerce platforms and online booking systems are becoming key tools for attracting travelers and making the booking process more streamlined. Digital storytelling and the use of virtual reality (VR) and augmented reality (AR) in tourism marketing are also part of the campaign’s strategy to engage Chinese tourists and encourage more interactive experiences.
Additionally, the partnership with Chinese platforms such as WeChat, Weibo, and Ctrip will help spread Vietnam’s tourism message far and wide, reaching millions of potential travelers. Digital transformation is not just about marketing, but also about improving the tourism experience itself through technology-enabled services such as online check-ins, contactless payments, and smart city technologies that enhance the overall visitor experience.
Long-Term Benefits: A Path Toward Sustainable Tourism Growth
The Vietnam-China tourism promotion programme is designed to achieve both short-term gains and long-term benefits for the Vietnamese tourism sector. By increasing visitor arrivals, strengthening business partnerships, and enhancing cultural exchange, the campaign aims to boost the tourism economy in Vietnam while diversifying tourism offerings for Chinese travelers. The programme also contributes to Vietnam’s soft power by showcasing the nation’s rich cultural heritage, natural beauty, and sustainable tourism practices on the international stage.
Looking forward, the Vietnam National Authority of Tourism intends to build on the momentum generated by this campaign by expanding partnerships with other international markets, integrating sustainable tourism practices, and enhancing destination management. The goal is to make Vietnam not only a top destination for Chinese tourists but also a leader in smart, sustainable tourism in the broader Asian market.
A Bright Future for Vietnam’s Tourism Sector
Vietnam’s tourism campaign in China is a strategic move to increase visitor numbers, improve bilateral relations, and make Vietnam a top destination in the Asian tourism market. By emphasizing cultural exchange, technological innovation, and environmental tourism, Vietnam seeks to strengthen its bond with Chinese travelers and offer them authentic and high-value experiences. Through partnership, business collaboration, and technology integration, Vietnam is not far from becoming the world’s leading tourism destination, welcoming millions of tourists annually while protecting its valuable cultural heritage for future generations.
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