Post by : Meena Ariff

For years, Thailand was the undisputed champion of Chinese tourism in Southeast Asia. Its warm hospitality, easy travel access, and reputation as a “safe and friendly” destination made it the first choice for millions of visitors from China. But in 2025, that long-held position has quietly changed. Vietnam has now overtaken Thailand as the top destination for Chinese tourists — a shift that reflects not just numbers, but changing perceptions and travel behavior.

More than 5.3 million Chinese tourists visited Vietnam in 2025, marking the first time the country moved ahead of Thailand. In contrast, Thailand recorded a sharp 30% drop in Chinese visitors compared to 2024. For businesses on the ground, the impact has been immediate and painful. A traditional costume rental shop owner in Thailand said visitor numbers are down nearly 60% from their peak, forcing prices to be cut just to survive. A nearby juice shop owner reported sales falling by 40% compared to last year.

“If this situation continues for another three to six months, I don’t know how we’ll make it,” the shopkeeper said. “We just want the government to clearly show this is a safe country.”

Thailand’s image has taken repeated blows. Incidents involving Chinese celebrities allegedly abducted through cross-border crime networks linked to Myanmar, along with border tensions and ongoing political uncertainty, have shaken confidence among Chinese travelers. Trust, once Thailand’s strongest asset, now feels fragile.

At the same time, Japan has also seen its appeal weaken after rising political tensions with China over Taiwan. Flight cancellations and diplomatic strain slowed Japan’s tourism recovery, creating space for another destination to rise. Vietnam stepped directly into that gap.

Vietnam’s success has not been accidental. The country expanded direct flight routes from major Chinese cities, simplified visa procedures, and opened certain border areas for short trips without passports. Travel costs remain affordable, and digital services make it easy for tourists to plan everything on their phones.

But the biggest change is coming from the tourists themselves. Chinese travelers under 40, especially Gen Z, are moving away from packaged tours. They prefer independent travel, planning their own trips through mobile apps — from booking hotels and day tours to choosing restaurants and local experiences.

A tour guide in Vietnam with over 15 years of experience said the shift is obvious. “In the past, most backpackers were Westerners,” she explained. “Now, Chinese tourists are the dominant group. They arrive with a phone and go wherever they want.”

Vietnam’s cities and transport systems fit perfectly with this mobile-first, self-planned travel style. Young tourists want freedom, flexibility, and authentic experiences — and Vietnam is delivering that.

Thailand still has world-famous beaches, food, culture, and hospitality. But to regain its edge, it will need to rebuild confidence around safety, communicate more clearly in times of crisis, and adapt to the expectations of a new generation of travelers.

In Southeast Asia’s tourism race, the competition is no longer just about scenery. It’s about trust, independence, and experience. And right now, Vietnam is leading that race.

#world news #Global News #Travel News