China Trading Desk forecasts that Republic of Korea, Vietnam, and Thailand will be the top three destinations favored by Chinese tourists in 2026, thanks to convenient air connectivity with China and a rich array of attractions.

Vietnam attracts tourists worldwide with its premium resorts and long, sandy beaches. (Source: Tourism Information Center)

Professor James Chin, an Asian studies expert at the University of Tasmania, Australia, believes that visa exemption policies are a significant driver of growth in China's outbound tourism market.

He also noted that Chinese travel companies are becoming “increasingly bold” in expanding their markets.

Meanwhile, Sienna Parulis-Cook, Director of Communications and Marketing at Dragon Trail International, emphasized that the introduction of new international flight routes has further motivated Chinese citizens to travel abroad.

In 2025, Vietnam welcomed approximately 21.2 million international visitors, a 20% increase from the previous year, according to the Statistics Bureau. This figure surpassed the previous record of 18 million visitors in 2019, before the Covid-19 pandemic.

Vietnam's breakthrough reflects a trend of reshaping Southeast Asia's billion-dollar tourism industry, with Vietnam emerging as a standout, somewhat overshadowing Thailand's traditional position.

In 2025, Vietnam recorded a high number of international visitors thanks to the strong recovery of the Chinese market and increasingly relaxed visa policies.

Chinese tourists, Vietnam's largest source market, increased by 41.3% year-on-year, reaching 5.3 million, while the number of Chinese visitors to Thailand declined due to security incidents and border issues.

Additionally, Vietnam has implemented various measures to boost tourism growth, including expanding visa exemptions and extending the stay period to up to 45 days. These measures have shown clear effectiveness, especially in the European market: visitors from Poland increased by 43%, while tourists from the UK, France, and Italy all rose by about 20% compared to the previous year. Notably, Russian tourists surged by 197%, becoming Vietnam's largest source market in Europe.

According to the United Nations World Tourism Organization (UN Tourism), Vietnam ranks among the fastest-growing destinations globally in 2025, alongside Brazil, Egypt, Japan, and Ethiopia. The UN Tourism report states that international visitor numbers in these markets have exceeded 2019 levels, indicating a robust recovery and strong growth post-pandemic.