The session was co-organised by the provincial Investment, Trade and Tourism Promotion Centre and Cam Ranh International Terminal Joint Stock Company, which operates the airport receiving about 96% of international arrivals to the province.

At the meeting, Pham Thanh Son, General Director of the company, said that based on the compilation and analysis of information from Chinese media channels, social networks, travel websites and reviews of Nha Trang-Khanh Hoa tourism, studies indicate a growing trend in searches for the province as a destination during peak periods such as summer holidays, public holidays and the Lunar New Year.

The analysis shed light on the characteristics of tourist groups from Chengdu, Chongqing, Shanghai, Beijing, and Guangzhou, revealing differences in demographics, spending habits, and preferred information sources. It also highlighted trends among young travellers and those interested in Nha Trang–Khanh Hoa tourism, offering a foundation for crafting targeted and effective communication strategies, he noted.

Participants at the session also pointed out that destination recognition of Khanh Hoa in the Chinese tourism market remains limited, while the province’s “sub-brands”, including Nha Trang and Cam Ranh, have yet to be positioned in line with their full potential.

They agreed that understanding regional differences is key to effectively tapping the Chinese tourism market. Overall trends show that young Chinese travellers increasingly prioritise personalised experiences, safety and destinations that are easy to share on social media. Meanwhile, Khanh Hoa’s advantages in sea and island tourism, favourable climate, high-end resort system and Cham cultural heritage provide a strong foundation for repositioning the province as an attractive destination for these market segments.

Truong Van Tien, Director of the centre, said it will coordinate with the provincial Department of Culture, Sports and Tourism, relevant agencies and airlines to step up promotion of Khanh Hoa’s tourism image. At the same time, the province will intensify the organisation of fam trips and invite Chinese KOLs to conduct surveys, explore, connect and promote tourism products.

By 2030, Khanh Hoa aims to welcome about 31.6 million visitors, including 10.5 million international arrivals.

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