According to data recently released by online travel platform Agoda, the number of searches from China to Vietnam during the recent Lunar New Year holiday has nearly recovered compared to before the pandemic. In January 2024, data from the General Statistics Office showed that Chinese visitors to Vietnam continued to increase sharply, after rising to the second position among the largest international tourist markets in 2023.
Leading customer markets
Agoda data shows that Vietnam is a favorite tourist destination for Chinese tourists in early 2024. Specifically, during the recent Lunar New Year, the rate of Chinese tourists interested in traveling to Vietnam in 2024 reached 95% compared to 2020 - the time before travel restrictions due to the COVID-19 pandemic were applied.
According to Mr. Vu Ngoc Lam, Director of Agoda in Vietnam, mainland Chinese visitors accounted for nearly one-third of the total number of tourists to Vietnam in 2019 and brought in the largest source of tourism revenue. "In 2020, China was the country topping the list of countries searching for travel information in Vietnam. Tourists from this country choose Vietnam because of its rich culture and beautiful natural landscapes.
However, the subsequent outbreak of the pandemic and the border closures have caused a significant drop in the number of visitors to Vietnam. After reopening, the search level for 2022 and 2023 only reached 3% compared to 2020. Therefore, the recent resurgence of interest from mainland Chinese tourists is a sign of Vietnam's tourism potential this year," said Mr. Vu Ngoc Lam.
According to the General Statistics Office, in January 2024, international visitors to Vietnam reached more than 1.5 million, up 73.6% over the same period. Of which, Chinese visitors led with more than 242,000, a sharp increase over the previous month. In 2023, Vietnam also welcomed more than 1.74 million Chinese visitors, up 376% over the previous year.
Chinese tourists visit and watch performances at Ponagar Tower in Nha Trang Photo: KY NAM
Mr. Michael Kokalari, Director of Macroeconomic Analysis and Market Research at Vina Capital Investment Fund, commented that the possibility of Chinese tourists increasing again in 2024 (reaching 30% of the pre-COVID-19 period last year).
Mr. Nguyen Quoc Ky, Chairman of the Board of Directors of Vietravel Tourism Company, said that in 2024, the Vietnamese tourism industry aims to welcome more than 18 million international visitors, equal to the number in 2019. To achieve this number or higher, it is necessary to look at key markets that have provided visitors to Vietnam in recent times.
Regarding the Chinese tourist market, the forecast of the World Tourism Organization (UNWTO) and the country's policies show that this year, Chinese people traveling abroad will have a breakthrough. In January 2024 alone, there were about 1.2 million Chinese tourists traveling abroad. On average, each year, about 120 million Chinese people travel abroad.
"After 2023, along with the growth of domestic tourism, Chinese people will travel abroad more and Vietnam is a destination with a lot of potential because it is convenient by road, air, rail...
"Chinese tourists will be the driving force for tourism recovery in many countries, including Vietnam, if there is a suitable strategy. The tourism industry needs clear policies and specific goals for how many tourists from each country and territory to welcome, from which to develop plans and take immediate action so as not to be late," said Mr. Nguyen Quoc Ky.
Consider visa exemption for Chinese visitors
Currently, countries in the region such as Thailand, Malaysia, Singapore, etc. all set specific goals to welcome international visitors, including Chinese visitors, with well-planned and methodical strategies. For example, Thailand this year wants to welcome 36-38 million international visitors and aims to welcome 10-11 million Chinese visitors, double last year.
Mr. Dang Manh Phuoc, CEO of The Outbox Company, analyzed forecasts from many international organizations showing that Chinese tourists will return and quickly become a major source market for Vietnam. Raising the issue of a strategy to welcome Chinese tourists at this time may be a bit late for this year but is still necessary for the future.
"Chinese tourists are not only important to Vietnam but also to many other Southeast Asian countries, so competition for destinations is huge, requiring the tourism industry to have appropriate strategies and policies to welcome visitors, first of all considering visa exemptions. After COVID-19, the needs and tastes of Chinese tourists have also changed, so suitable products are needed. Young tourists who prefer to travel independently and prioritize beautiful destinations... need to invest more in promotion and communication than cheap tours or zero-dong tours like before," said Mr. Dang Manh Phuoc.
Considering visa exemption for Chinese tourists is a proposal mentioned by many experts and tourism businesses in the strategy to welcome tourists from this market. Thailand and another country have applied this policy to increase competition in destinations. Vietnam has many advantages in welcoming Chinese tourists such as close location, similar culture, many beautiful destinations, shopping services, accommodation, food and beverage... suitable for the needs and segment of middle-class tourists from this market.
Mr. Phan Dinh Hue, General Director of Vong Tron Viet Tourism Company, said that after the period of encouraging domestic tourism, Chinese tourists will travel abroad more in 2024 and will be the most important market for many countries.
"In addition to visa policies, the strategy to welcome Chinese guests can also consider developing products to welcome guests by train, ship, air and road. Chinese guests are noisy, so separate areas can be built to serve this segment of guests, such as soft planning of typical streets to welcome Chinese guests, without affecting traditional guest streams such as Europe and America..." - Mr. Phan Dinh Hue said.
The peak season for international visitors from Europe and the US is usually from September, October to March, April of the following year. The remaining periods are often quiet, especially in destinations in the North. If Chinese visitors can be welcomed, it can help accommodation establishments and 3-4 star hotels in the North reach their room occupancy rates, maintaining business operations throughout the year...
Increase customer spending power
Agoda data shows that Ho Chi Minh City, Hanoi, Nha Trang, Da Nang and Phu Quoc Island are the top choices of Chinese tourists. Speaking to a reporter from Nguoi Lao Dong Newspaper, Mr. Le Truong Hien Hoa, Deputy Director of the Ho Chi Minh City Department of Tourism, said that China has always been one of the markets with a large number of visitors to the city in recent times. This market has always been promoted by the city, while businesses are encouraged to focus on investing in products and services to increase tourists' spending and shopping ability.
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