Vietnam absorbs Chinese tourists shifting away from Thailand: Report | AGB
Summary
Vietnam has become the primary beneficiary of a marked shift in Chinese travel patterns, drawing visitors who had originally planned trips to Thailand, Bloomberg reports. Between January and August 2025 Vietnam recorded nearly 14 million foreign arrivals, with Chinese visitors—the largest source market—rising about 44% year-on-year and accounting for more than 3.5 million arrivals so far.
The diversion is linked to safety concerns and high-profile security incidents in Thailand, alongside a new wave of independent Chinese travellers seeking more authentic and curated experiences. Analysts estimate Thailand may lose up to $3.5 billion in revenue as Chinese tourist spending flows to Vietnam and other destinations. Vietnam’s tourism-related retail sales climbed roughly 51% year-on-year through August, while hotels and regional authorities have rolled out Mandarin-language services and targeted attractions to capture demand. Industry forecasts expect Vietnam to hit a record 22.6 million foreign arrivals in 2025, surpassing 2019 levels, while Thailand faces contractions in hotel revenue.
Key Points
- Vietnam recorded nearly 14 million foreign arrivals in the first eight months of 2025; Chinese visitors rose ~44% YoY.
- More than 3.5 million Chinese arrivals have contributed to Vietnam’s strong tourism performance in 2025.
- Thailand’s Chinese arrivals fell about 35% in 2025 amid safety concerns and reduced seat capacity from China.
- China Trading Desk estimates Thailand could lose up to $3.5 billion in tourism revenue to Vietnam and other regional rivals.
- New independent Chinese travellers prefer authentic, curated experiences—benefiting Vietnam’s diversified offerings.
- Vietnam’s tourism retail sales jumped ~51% YoY through August; hotels are hiring Mandarin-speaking staff and provinces are staging new events to attract visitors.
- Forecasts: Vietnam may reach 22.6 million foreign arrivals in 2025; Kasikorn projects Thailand hotel revenues to contract ~4.5% this year.
Context and Relevance
This story matters for stakeholders across travel, hospitality, airlines, payments and gaming sectors in Southeast Asia. A structural shift in Chinese outbound preferences can re-route billions in tourist spending, reshape airline seat allocations, influence hotel and resort investment, and alter regional marketing strategies. Perception of safety and the rise of independent, experience-driven Chinese tourists are key trends that could persist beyond 2025, affecting how destinations position themselves and invest in services (for example, Mandarin-speaking staff and curated local experiences).
Why should I read this?
Because it tells you who’s winning and who’s bleeding cash in Southeast Asian tourism — fast. Vietnam’s surge isn’t a fluke: shifting traveller tastes + Thailand’s safety reputation problems = a big revenue reroute. If you work in travel, hospitality, payments, or regional investment, this is one of those market-shift headlines you’ll kick yourself for missing. We skimmed the detail so you don’t have to.