Picture courtesy of The Nation

Vietnam has overtaken Thailand as the leading Southeast Asian destination for Chinese tourists for the first time, marking a significant shift in regional tourism flows. In 2025, more than 5.3 million Chinese tourists visited Vietnam, while arrivals to Thailand fell by 30% compared with 2024, highlighting an immediate impact on Thailand’s tourism-dependent businesses and confidence.

For many years, Thailand was the undisputed top choice for Chinese tourists, known for its openness and reputation as a “safe and trusted” destination. That perception has weakened amid concerns over security, crime, political instability, and Thailand’s role as a transit point in cases involving cross-border call centre gangs operating from Myanmar. Border tensions with Cambodia have also contributed to declining confidence among Chinese travellers.

Local business owners in Thailand have reported sharp declines in income, with one costume rental shop owner saying Chinese tourist numbers are down around 60% from their peak two and a half years ago. A nearby fruit juice shop owner reported sales falling by 40% year-on-year and warned the business may not survive if conditions do not improve within three to six months. Both called on the government to clearly demonstrate that Thailand remains a safe destination.

Vietnam has benefited from expanded direct flight routes from major Chinese cities, visa facilitation and short cross-border trips that do not require passports in some areas, according to Nikkei Asia. More importantly, younger Chinese tourists under 40, particularly Generation Z, are moving away from package tours and choosing independent travel planned via smartphones. Data referenced by the Australian Hospitality Alumni Network in Vietnam, citing Klook, shows over 70% of young tourists now prefer independent travel, including road trips.

Cultural familiarity has also strengthened Vietnam’s appeal, with shared traditions, food, climate, and Buddhist roots making adaptation easier for Chinese visitors. According to Vietnam Report, average Chinese tourist spending in 2025 ranged from $379 to $569 per trip, with higher spending concentrated in major cities and on food and premium experiences.

Vietnam welcomed more than 21 million international tourists in 2025, generating nearly $30 billion in tourism revenue and surpassing pre-COVID levels. Tourism officials say the focus is increasingly on experience and brand perception, as illustrated by high-profile welcome ceremonies and valuable gifts for milestone visitors in Phu Quoc.

ThenNation reported that experts say Vietnam’s success reflects faster adaptation to new travel behaviours, while Thailand faces pressure to restore confidence and modernise its tourism strategy to regain lost ground.

Key Takeaways

• Vietnam recorded over 5.3 million Chinese tourists in 2025, surpassing Thailand for the first time.

• Younger Chinese travellers are driving demand for independent, low-cost, and culturally familiar destinations.

• Thailand faces declining arrivals amid security concerns and changing travel preferences.

  

Adapted by ASEAN Now from InsideThailand 2026-02-01

 

 

1 hour ago, Georgealbert said:

Picture courtesy of The Nation

Vietnam has overtaken Thailand as the leading Southeast Asian destination for Chinese tourists for the first time, marking a significant shift in regional tourism flows. In 2025, more than 5.3 million Chinese tourists visited Vietnam, while arrivals to Thailand fell by 30% compared with 2024, highlighting an immediate impact on Thailand’s tourism-dependent businesses and confidence.

For many years, Thailand was the undisputed top choice for Chinese tourists, known for its openness and reputation as a “safe and trusted” destination. That perception has weakened amid concerns over security, crime, political instability, and Thailand’s role as a transit point in cases involving cross-border call centre gangs operating from Myanmar. Border tensions with Cambodia have also contributed to declining confidence among Chinese travellers.

Local business owners in Thailand have reported sharp declines in income, with one costume rental shop owner saying Chinese tourist numbers are down around 60% from their peak two and a half years ago. A nearby fruit juice shop owner reported sales falling by 40% year-on-year and warned the business may not survive if conditions do not improve within three to six months. Both called on the government to clearly demonstrate that Thailand remains a safe destination.

Vietnam has benefited from expanded direct flight routes from major Chinese cities, visa facilitation and short cross-border trips that do not require passports in some areas, according to Nikkei Asia. More importantly, younger Chinese tourists under 40, particularly Generation Z, are moving away from package tours and choosing independent travel planned via smartphones. Data referenced by the Australian Hospitality Alumni Network in Vietnam, citing Klook, shows over 70% of young tourists now prefer independent travel, including road trips.

Cultural familiarity has also strengthened Vietnam’s appeal, with shared traditions, food, climate, and Buddhist roots making adaptation easier for Chinese visitors. According to Vietnam Report, average Chinese tourist spending in 2025 ranged from $379 to $569 per trip, with higher spending concentrated in major cities and on food and premium experiences.

Vietnam welcomed more than 21 million international tourists in 2025, generating nearly $30 billion in tourism revenue and surpassing pre-COVID levels. Tourism officials say the focus is increasingly on experience and brand perception, as illustrated by high-profile welcome ceremonies and valuable gifts for milestone visitors in Phu Quoc.

ThenNation reported that experts say Vietnam’s success reflects faster adaptation to new travel behaviours, while Thailand faces pressure to restore confidence and modernise its tourism strategy to regain lost ground.

Key Takeaways

• Vietnam recorded over 5.3 million Chinese tourists in 2025, surpassing Thailand for the first time.

• Younger Chinese travellers are driving demand for independent, low-cost, and culturally familiar destinations.

• Thailand faces declining arrivals amid security concerns and changing travel preferences.

  

Adapted by ASEAN Now from InsideThailand 2026-02-01

 

 

The younger generation of Chinese are not interested in mega malls and shop-till-you-drop experiences.

Thailand has become too commercialized.

So now they finally understand it.What will Thailand do now?

What about stop the free visa for Arabs.. Russian.. Israeli and other countries where criminals arriving from.What about indians who make alot of problems? What about prices,.. safety.. criminals.. scammers..taxi scams..dual pricing.. street figths..kidnappings.. robberies..and so on.

Put weed on the ban list again! Devaluate the ridiculous high thai bath.

But as usual they just talking and don't do nothing about the major problems they have.

2 hours ago, Georgealbert said:

Local business owners in Thailand have reported sharp declines in income, with one costume rental shop owner saying Chinese tourist numbers are down around 60% from their peak two and a half years ago. A nearby fruit juice shop owner reported sales falling by 40% year-on-year and warned the business may not survive if conditions do not improve within three to six months. Both called on the government to clearly demonstrate that Thailand remains a safe destination.

You only have yourself to blame for this Thailand.

Turn the mirror inward.

Ah, Vietnam, the poor man's Thailand.

2 hours ago, Georgealbert said:

According to Vietnam Report, average Chinese tourist spending in 2025 ranged from $379 to $569 per trip

Which is a pretty pathetic amount for presumably a multi-day stay. So I wouldn't worry about total Chinese numbers if I were Thai, but rather the kind of Chinese. Let VN deal with farmhands on zero-dollar tours and backpackers bunking eight to a room. We want cashed-up folk. You know babes like this

More than welcome to them in my mind!

The resillience of Thai tourism, TAT is still claiming that tourism in Thailand keeps on breaking all time records

Let’s hope the rest of them follow suit.

1 hour ago, Autocan said:

Let VN deal with farmhands on zero-dollar tours

Reading is fun.....

3 hours ago, Georgealbert said:

More importantly, younger Chinese tourists under 40, particularly Generation Z, are moving away from package tours and choosing independent travel planned via smartphones

The world is rapidly changing, and it is not just technology!!

If Thailand chooses to live in the past and not change with the times, so be it; adapt or perish.

While globally most (big) businesses, most politicians and most people choose to adapt, change and evolve with (other) peoples' changing attitudes and behaviour, Thai bureaucracy and many Thai politicians are stuck in the past.

Why do you think that the Future Foward Party and the Move Forward Party were, and the People's Party is, so popular in Thailand? Most people, especially the young, want change and advancement; while the power-wealth elite want the status quo.

3 hours ago, Autocan said:

Ah, Vietnam, the poor man's Thailand.

Which is a pretty pathetic amount for presumably a multi-day stay. So I wouldn't worry about total Chinese numbers if I were Thai, but rather the kind of Chinese. Let VN deal with farmhands on zero-dollar tours and backpackers bunking eight to a room. We want cashed-up folk. You know babes like this

Agreed. The Chinese tourism boom has done more harm than good to Thailand.

11 minutes ago, stevenl said:

Agreed. The Chinese tourism boom has done more harm than good to Thailand.

Seriously, you prefer to lure this guy and his mates over from Grimsby?

Sadly Vietnam has no border with Thailand... Otherwise Thailand could make problems too with them... It would be better to invest the money of the border dispute in the tourist sector.. It would do much more good than making problems over an old Khmer/Hindu temple for Buddhistic Thailand

10 hours ago, Autocan said:

Which is a pretty pathetic amount for presumably a multi-day stay. So I wouldn't worry about total Chinese numbers if I were Thai, but rather the kind of Chinese. Let VN deal with farmhands on zero-dollar tours and backpackers bunking eight to a room. We want cashed-up folk. You know babes like this

Have you ever been to Vietnam?

Last time I was there, not that long ago, I paid the equivalent of 35 baht for a beer in a nice air conditioned bar.

The reported "spend" of Chinese tourists may not look great when converting to Thai Baht, but in Vietnam, it's ok.

By the way, Vietnam has casinos, and not like the rubbish in Sihanoukville in Camdodia, or Thai border casinos.

How much do you think the Chinese "spend" is in a place like in the blow link? 😂

https://thegrandhotram.com

Thailand doesn't get any of that Chinese gambling "spend."

7 hours ago, JimHuaHin said:

The world is rapidly changing, and it is not just technology!!

If Thailand chooses to live in the past and not change with the times, so be it; adapt or perish.

While globally most (big) businesses, most politicians and most people choose to adapt, change and evolve with (other) peoples' changing attitudes and behaviour, Thai bureaucracy and many Thai politicians are stuck in the past.

Why do you think that the Future Foward Party and the Move Forward Party were, and the People's Party is, so popular in Thailand? Most people, especially the young, want change and advancement; while the power-wealth elite want the status quo.

Thailand tourism could very well go down the same path as the Nokia phone company. They had a huge market share, and thought people would buy on brand name alone, well into the future. There was little investment in research and development, and the company ultimately went broke.

Thailand has long been the sex tourism capital of the world, thus, Thailand is known as "The World's Brothel." The method of "meeting" is also changing from lady drinks and bar fines to meeting through online apps, so I suspect even the girly bars will suffer in the future.

Also, Thailand no longer represents a cheaper, or value for money holiday, as it did in the past.

They have tried to keep tourism numbers up by marketing to emerging economies such as India and China. The numbers were up, but the revenue was down.

They have made some visa entry easier.

They have decriminalized cannabis.

I have said before that it's only a matter of time before casinos are allowed in Thailand. That will raise revenue, but not so much tourist numbers.

Cost of living is up, so the only thing appealing thing to expat retirees is the ease of a retirement visa, but for many, their lifestyle will not be like it was before.

Some say devaluing the Thai baht is the answer, but the wealthy Thai elite would not like this as they invest offshore.

Competition for tourists in the region is rising, particularly from Vietnam.

It appears Thailand tourism is facing a perfect storm. They thought the tourist, and their money, would just keep rolling in forever.

Vietnam is now the new Thailand.

7 hours ago, Autocan said:

Seriously, you prefer to lure this guy and his mates over from Grimsby?

At least that guy stays, eats, drinks and shops in establishments that keep his transferred GBP inside Thailand.

The Chinese tours stay, eat, drink, and shop, in Chinese own establishments, with the profits being sent back to China. All that's in it for Thailand is some employment for 300 baht a day staff.

5 hours ago, ikke1959 said:

Sadly Vietnam has no border with Thailand... Otherwise Thailand could make problems too with them... It would be better to invest the money of the border dispute in the tourist sector.. It would do much more good than making problems over an old Khmer/Hindu temple for Buddhistic Thailand

The Vietnamese have fought off the Chinese, beat the French, beat America, and liberated Cambodia from Pol Pot and the Khmer Rouge, and you think Thailand would have a chance of beating Vietnam in a war. 😂

Can you name a couple of famous military battles Thailand has won? 😂

The temple was declared as being in Cambodia by the International Court of Justice in 1962.

The Thai's refuse to accept the referee's decision.

https://en.wikipedia.org/wiki/Preah_Vihear

Surprisingly, people must have short memories.

Seems they're forgetting the outcry about Chinese hoards swamping tourist and cultural sites, queue-jumping, smoking, screaming, eating, spitting and littering everywhere (all at the same time), not to mention the toilet habits!

50 minutes ago, KhunHeineken said:

The Vietnamese have fought off the Chinese, beat the French, beat America, and liberated Cambodia from Pol Pot and the Khmer Rouge, and you think Thailand would have a chance of beating Vietnam in a war. 😂

Can you name a couple of famous military battles Thailand has won? 😂

The temple was declared as being in Cambodia by the International Court of Justice in 1962.

The Thai's refuse to accept the referee's decision.

https://en.wikipedia.org/wiki/Preah_Vihear

I know.. Thailand would not even dare to challenge Vietnam.....But Cambodia is an easy target... and used for the elections ....

21 hours ago, ikke1959 said:

Sadly Vietnam has no border with Thailand... Otherwise Thailand could make problems too with them... It would be better to invest the money of the border dispute in the tourist sector.. It would do much more good than making problems over an old Khmer/Hindu temple for Buddhistic Thailand

But Thailand have submarines !!
Or haven't they finished building them yet :)

On 2/1/2026 at 6:00 AM, NONG CHOK said:

The resillience of Thai tourism, TAT is still claiming that tourism in Thailand keeps on breaking all time records

What can they say....we were wrong? TAT are never wrong???

Never going to happen!

I was in China for a golfing trip in December. Chatting with my caddy, when I said I was from Thailand she immediately said what about forced organ donations.

That’s a girl who has never been outside of China, probably only has access to Chinese news sites, and the first thing that comes to her mind about Thailand is organ harvesting.

There’s a PR issue going on with regard to Thailands reputation in China.

On 2/1/2026 at 6:00 AM, NONG CHOK said:

The resillience of Thai tourism, TAT is still claiming that tourism in Thailand keeps on breaking all time records

Its almost like the live in 'cloud cuckoo' land?

Years ago Chinese were called " dollar a day" tourists. Looks like that still applies

1 hour ago, mikeymike100 said:

Its almost like the live in 'cloud cuckoo' land?

They learn it from the Russians.

19 hours ago, KhunHeineken said:

Thailand tourism could very well go down the same path as the Nokia phone company. They had a huge market share, and thought people would buy on brand name alone, well into the future. There was little investment in research and development, and the company ultimately went broke.

Thailand has long been the sex tourism capital of the world, thus, Thailand is known as "The World's Brothel." The method of "meeting" is also changing from lady drinks and bar fines to meeting through online apps, so I suspect even the girly bars will suffer in the future.

Also, Thailand no longer represents a cheaper, or value for money holiday, as it did in the past.

They have tried to keep tourism numbers up by marketing to emerging economies such as India and China. The numbers were up, but the revenue was down.

They have made some visa entry easier.

They have decriminalized cannabis.

I have said before that it's only a matter of time before casinos are allowed in Thailand. That will raise revenue, but not so much tourist numbers.

Cost of living is up, so the only thing appealing thing to expat retirees is the ease of a retirement visa, but for many, their lifestyle will not be like it was before.

Some say devaluing the Thai baht is the answer, but the wealthy Thai elite would not like this as they invest offshore.

Competition for tourists in the region is rising, particularly from Vietnam.

It appears Thailand tourism is facing a perfect storm. They thought the tourist, and their money, would just keep rolling in forever.

Vietnam is now the new Thailand.

I agree- Thailand really does need to wake up and smell the coffee

For many years Thailand has taken as a given large tourist numbers

However other countries in South East Asia have already learnt , and will continue to learn, from Thailand's mistakes and offer a better place for tourists

Thailand needs to get its act together quickly- and we all are aware of many ways that Thailand could enhance all that it offers to tourists generally

Whether TAT will do anything is of course another matter altogether for as we all know TIT

They will pull the old packed Swampy photo out again ane tell us look the Airport is full so it cant be as bad as it appears. A spokesman from TAT has confirmed Chinese numbers are well up this season compared to last year, and were expecting high numbers this coming chinese new year.

20 hours ago, KhunHeineken said:

Have you ever been to Vietnam?

Last time I was there, not that long ago, I paid the equivalent of 35 baht for a beer in a nice air conditioned bar.

The reported "spend" of Chinese tourists may not look great when converting to Thai Baht, but in Vietnam, it's ok.

By the way, Vietnam has casinos, and not like the rubbish in Sihanoukville in Camdodia, or Thai border casinos.

How much do you think the Chinese "spend" is in a place like in the blow link? 😂

https://thegrandhotram.com

Thailand doesn't get any of that Chinese gambling "spend."

Still a nice Vietnam beer at 35 baht in MANY places. I'm in Hue now and Danang last week. A nice draft Sapporo beer last night was 60 baht. Food is great. Had 7 course French / Euro meal last night for 475 baht. Great coffee 30 baht bought a bottle of imported wine 248 baht! Banh mi 35-70 baht. Hotels soo nice and cheap etc...the hospitality here gets better every year I visit.

Don't panic Thailand, TAT has said Chinese numbets will bounce back, and who are we to contradict TAT, we know how honest, and accurate, they are 🤮 /s

20 hours ago, ikke1959 said:

I know.. Thailand would not even dare to challenge Vietnam..

Nor would many other countries. 🙂

20 hours ago, ikke1959 said:

But Cambodia is an easy target... and used for the elections

I agree.

What are the Thai's hoping to achieve? I believe they took it back to court in more recent times and the court still handed down the same judgement. That is, the temple is in Cambodia.

If the Thai's want the temple that much, they will have to go to war, conquer, and occupy. That's not going to happen.