Last year, Thailand welcomed 6.73 million Chinese tourists, nearly twice Vietnam’s total. But in the first seven months of this year, Vietnam has pulled ahead, drawing 3.11 million Chinese visitors compared to Thailand’s 2.69 million. Thailand now expects to receive just five million Chinese visitors for the whole year.

Previously, Thailand consistently attracted nearly double the number of Chinese tourists compared to its coastal neighbor. Now, Vietnam is set to overtake, as Chinese travelers increasingly favor luxury resorts and scenic beaches in destinations such as Da Nang and Nha Trang. “This might be the first time Thailand has been outpaced by another Southeast Asian rival,” the Business Times quoted Bloomberg Intelligence analysts as saying.

Chai Boon Sian, managing director and vice president of International Markets at Trip.com, said young Chinese travelers are gravitating toward shorter, more affordable, activity-packed trips. Instead of visiting iconic landmarks such as Singapore’s Merlion or Malaysia’s Petronas Twin Towers, they are seeking lesser-known destinations.

According to him, places like Cambodia, Brunei, Malaysia’s Semporna, and Vietnam’s Phu Quoc Island have seen an unexpected surge in Chinese interest.

Tai Le, sales and marketing director of the M Village hotel chain, reported that Chinese guest numbers have risen 1.5-fold since the start of the year, particularly in the high-end segment.

“Many Chinese tourists prefer premium, private travel experiences, which makes several Vietnamese destinations especially appealing. The surge in arrivals is also driven by the growing number of direct flights between China and Vietnam,” he said.

He added that online travel platforms like Trip.com are expanding in Vietnam, while Chinese investment in the local tourism sector is also fueling growth.

Do Xuan Ngoan, a representative of APEC Travel, attributed the boom to a mix of favorable factors: a stable social environment, strong diplomatic ties with China, and government-led tourism promotion.

He noted that improved transport links have been key, including expressways connecting Chinese cities like Kunming to Hanoi via Mong Cai and Lang Son, and a growing network of direct flights to Vietnam’s coastal hubs. Vietnam’s lower travel costs compared to other regional destinations, he said, are another major draw.

In the coming months, APEC Travel plans to partner with domestic and international operators to bring Chinese tour groups to Quang Ninh via charter flights from Kunming to Van Don, operating three times a week. Offering shorter travel times and lower costs than traditional train-and-road routes, these direct flights are expected to be particularly attractive to travelers from China’s populous Yunnan province.

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