Efforts to revive the Chinese tourist market.

The number of customers has decreased.

China has long been one of Khanh Hoa's key international tourist markets. In 2019, Khanh Hoa's tourism industry welcomed 2.5 million Chinese tourists, accounting for 70% of the total international visitors to the locality, significantly contributing to the growth of the aviation, accommodation, and tourism services sectors. However, the Covid-19 pandemic caused a sharp decline in this number, and recovery remains challenging. According to a report by the Department of Culture, Sports and Tourism, after strong growth in 2024 with nearly 797,000 visitors, the number of Chinese tourists to Khanh Hoa is expected to reach approximately 677,000 in 2025, a decrease of more than 15% compared to 2024. It is estimated that in the first seven months of 2026, the province will welcome approximately 378,600 Chinese tourists, a decrease of more than 5.3% compared to the same period last year. Currently, the number of Chinese tourists visiting Khanh Hoa ranks behind the South Korean and Russian markets.

According to Mr. Cung Quynh Anh, Deputy Director of the Department of Culture, Sports and Tourism,  the main reason  for the slow recovery of the Chinese tourist market is that tourists are now shifting from group tours to independent travel, prioritizing experiences, while Khanh Hoa's products still mainly focus on beach resorts and do not fully meet these new demands. In addition, there is competition from Thailand, Singapore, and Malaysia with advantages in liberal visa policies, strong promotion, and diverse products. Another reason for the continuous decline in the number of Chinese tourists to Khanh Hoa recently is the difficulty in air connectivity.

According to Mr. Pham Thanh Son, General Director of Cam Ranh International Airport Joint Stock Company, the sharp increase in fuel prices has led to a significant decrease in direct flights from China to Khanh Hoa recently. Booking data for the first six months of 2026 shows that passengers from 94 cities in China purchased tickets to Cam Ranh, but the rate of connecting flights increased from 16% to 36% compared to the same period last year, causing each passenger to spend an additional 4-6 hours to reach Khanh Hoa. Passengers from Beijing and Shanghai, in particular, have to take connecting flights due to the lack of direct routes.

In the first six months of 2026, Vietnam welcomed 2.7 million Chinese tourists, a figure that shows the continued strong demand for travel to Vietnam from Chinese visitors. Despite certain challenges, Khanh Hoa's tourism industry still identifies China as a key market that needs to recover quickly. Khanh Hoa currently has a large system of accommodation facilities, travel agencies, and a team of Chinese-speaking tour guides, creating favorable conditions to serve and attract tourists from the Chinese market.

We need to boost promotion and refresh our products.

In recent times, Khanh Hoa's tourism industry has proactively implemented numerous promotional activities, directly connecting with partners, travel agencies, and airlines in China. Recently, a famtrip delegation comprising representatives from Chinese airlines and travel businesses surveyed tourist destinations and accommodation facilities in Khanh Hoa, and also worked with local businesses to explore cooperation opportunities and expand the customer base.

Through the survey, the delegation highly appreciated the attractiveness of tourism in Khanh Hoa. Mr. Tran Hai Ban - General Director of China Peace International Travel Company, Guangzhou branch, commented: "Khanh Hoa has many beautiful beaches, many unique traditional cultural features, rich cuisine, delicious fruits, and a warm winter, which is very suitable for the tastes of Chinese tourists. In the future, the company will organize many Chinese tour groups to Khanh Hoa." Sharing the same opinion, Mr. Quan Lam - General Director of Chongqing Dragon International Travel Company Limited, said that Khanh Hoa is an ideal destination to organize winter escape tours for Chinese tourists, suitable for many different groups and age ranges.

However, representatives from Chinese travel agencies and airlines also stated that to attract tourists back, Khanh Hoa's tourism industry needs to change its products and approach. Ms. Truong Vi Vi, Business Director of China West Air, said that young Chinese people currently prefer independent travel and booking accommodations through online travel agencies; therefore, regular flight routes and more favorable visa policies are needed, and Khanh Hoa needs to strengthen its promotion on popular social media platforms in China. Regarding products, in addition to the advantage of high-quality resort services, Khanh Hoa's tourism needs to upgrade its services to include cultural experiences, cuisine, shopping, entertainment, health care, and nightlife activities. 

Mr. Nguyen Quang Thang, Permanent Vice Chairman of the Khanh Hoa Tourism Association, believes that a comprehensive approach is needed to restore the Chinese tourist market. First and foremost is the development of specialized products and services tailored to the tastes of Chinese tourists. Simultaneously, it's crucial to accelerate promotion through roadshows, business networking conferences, and tourism cooperation forums to attract visitors from Shanghai, Guangzhou, Chengdu, Chongqing, Hangzhou, and other locations. Furthermore, it's essential to strengthen coordination with airlines and travel agencies, and intensify promotion on platforms suitable for the Chinese market.

During a meeting with a famtrip delegation of Chinese airlines and travel agencies, Mr. Pham Thanh Son pledged to implement various support policies specifically for airlines during the resumption of flights. With thorough preparation in infrastructure, products, and human resources, along with strong promotional and networking efforts, Khanh Hoa tourism expects to gradually restore and sustainably develop the Chinese tourist market, contributing to the overall growth of the industry.

Resources : https://baokhanhhoa.vn/du-lich/202608/no-luc-khoi-phuc-thi-truong-khach-trung-quoc-9bf1abd/