Vietnam "overtakes" Thailand in the race to attract Chinese tourists

"Big guys" gradually lose market share

A series of newspapers in Thailand such as The Nation, Bangkok Post... simultaneously cited a Bloomberg report, showing that the tourism industry in the land of golden temples is losing its advantage to Vietnam and some neighboring countries, in the context of strong changes in Chinese tourist travel trends.

Accordingly, the explosive growth of Vietnam tourism is reshaping the multi-billion dollar tourism industry in Southeast Asia. In contrast to Vietnam’s rise, Thailand – the “big guy” in the region – is gradually losing market share.

Data from China Trading Desk , which tracks Chinese tourism and spending, shows that this shift could cost Thailand more than $3.5 billion in lost revenue, while money is flowing to Vietnam and Malaysia.

“ For the new generation of Chinese tourists, Vietnam offers a fresh experience. Many feel the country is still less crowded and retains its authentic local identity,” said Subramania Patra, CEO of China Trading Desk.

Vietnam welcomed nearly 14 million international visitors in the first eight months of the year, of which Chinese visitors - the largest market - increased by 44% over the same period.

Thailand tourism in trouble

Bloomberg gave an example of a tourist. Last summer, instead of choosing to travel to Thailand, Ms. Hu Jia's family (33 years old, Sichuan, China) spent 2 weeks in Vietnam, spending nearly 3,000 USD (about 79 million VND). She shared: "I love places that are still natural and less exploited. If I have the chance, I will return to Vietnam."

Hu Jia's story is typical of the wave of more than 3.5 million Chinese visitors to Vietnam in the first eight months of the year, helping Vietnam surpass Thailand to become the region's top destination for independent tourists.

Meanwhile, Thailand is facing many difficulties. Bangkok Post reported that in the first 8 months of the year alone, the number of one-way seats from China to Thailand decreased by more than 11%, causing the number of Chinese tourists to decrease by about 35%.

Earlier this year, the incident of a Chinese actor in Thailand being tricked into going to Myanmar by an online scam ring further increased concerns.

“Chinese tourists coming to Thailand for the first time are still afraid,” admitted Thienprasit Chaiyapatranun, president of the Thai Hotels Association. “We have not done a good job in reassuring the public that the government has cracked down on fraud.”

Not only security issues, Thailand has also lost its “cheap” advantage. Many Chinese tourists have complained on social media about the increase in hotel, food and taxi prices after the Covid-19 pandemic.

A report by Kasikorn Research Center forecasts that Thailand's hotel revenue will fall 4.5% this year, with room occupancy rates falling.

The race with many customer attraction tactics

Meanwhile, Vietnam and Malaysia are actively exploiting the Chinese tourist market. Quang Ninh province has organized hot air balloon and paragliding festivals to attract tourists. Many tourist establishments in the coastal city of Da Nang have appeared with Chinese signs, hotels are recruiting Chinese-speaking staff or using translation apps to communicate.

Travel companies in Da Nang and Nha Trang have shifted to serving high-end customers, growing 20% in August alone. At a hotel in Nha Trang, nearly half of the rooms are regularly booked by Chinese guests.

Meanwhile, Malaysia also recorded a 35% increase in Chinese visitors in the first half of the year, with the number of seats flying from China increasing by nearly 50%. Visa exemptions for Chinese citizens and a weak ringgit have helped the country's hotel industry report higher arrivals and room occupancy rates than last year.

According to Bloomberg , the trend of Chinese tourists today has changed fundamentally. More than 40% are first-time travelers, educated, prefer new experiences and are willing to spend more. They no longer want to follow cheap tour groups with strict schedules, but seek more freedom and "touch" the local culture.

In that context, Vietnam has emerged as a new and attractive destination, while Thailand - once considered the "Asian tourist paradise" - is forced to race to regain the trust and market share of the world's most important customer group.

Source: https://dantri.com.vn/du-lich/viet-nam-soan-ngoi-thai-lan-trong-cuoc-dua-hut-khach-trung-quoc-20250917160831642.htm