According to VNAT, Viet Nam and China are neighbouring countries that share many cultural similarities and geographical proximity. The two nations have long maintained close tourism cooperation at the central and local levels, supported by a network of direct and chartered flights.
The 2025 Vietnamese tourism promotion campaign in China is expected to create strong momentum, further spreading the image of Viet Nam’s land, people, culture and tourism among Chinese people. It aims to help achieve the country’s international visitor growth targets while reinforcing Viet Nam’s soft power in the new development phase.
At the event in Beijing, VNAT Chairman Nguyen Trung Khanh highlighted the desire to strengthen bilateral and multilateral tourism cooperation with Chinese partners, promote sustainable tourism development, and exploit the diverse natural and cultural potential of both countries.
The two sides will continue to support each other in tourism promotion and marketing, organise destination showcases, and enhance the exchange of business delegations, journalists and experts, thereby facilitating travel, experiences and exploration between the peoples of the two countries.
Viet Nam also hopes to work closely with China in ensuring tourism service quality, developing infrastructure, training human resources, and promoting digital transformation in tourism management and promotion, towards a smart, safe and sustainable tourism cooperation framework.
Within the programme framework, many business-to-business (B2B) connection activities have taken place, providing opportunities for travel agencies, accommodation providers, airlines and other tourism stakeholders from both countries to expand partnerships.
The event’s highlights include presentations on Viet Nam’s new visa policies, outstanding tourism products and destinations, infrastructure updates, marketing strategies, and promotional campaigns for the Chinese market. The programme also features information on preferential product packages of airlines of the two countries and a lucky draw offering flight tickets, tours and resort vouchers sponsored by Vietnamese localities and enterprises.
In addition, the programme brings Chinese visitors unique Vietnamese cultural experiences through artistic performances blending traditional and contemporary elements, helping Chinese audiences gain deeper insight into Viet Nam’s cultural identity.
During this programme, VNAT has also met with Chinese tourism authorities, associations, airlines, major travel enterprises and marketing partners to discuss enhanced cooperation, connectivity, and joint promotion initiatives.
VNAT expects that the tourism promotional activities in Beijing, Chongqing and Chengdu will generate a “quantum leap” in both quantity and quality in the Chinese outbound market to Viet Nam — targeting a 20–30% increase in visitor arrivals in 2025, while also restructuring towards higher-value segments such as MICE, golf, wellness and premium experiences.
Furthermore, the campaign serves as a platform for public–private partnership in destination marketing digital transformation on Chinese platforms, and long-term cooperation in tourism products, air routes and communications. Through these efforts, Viet Nam aims to regain its position among the top destinations for Chinese travellers, achieving sustainable, efficient growth and the ability to spread the economy widely.
