Hopes rise for Chinese tourist boost

"The Chinese tourist market in Vietnam can recover by up to 90 per cent in 2024 with the help of policies that promote cooperation and tourism effectively," said Chinh.

According to data from the Vietnam National Authority of Tourism (VNAT), as of the end of November, Vietnam had welcomed more than 1.5 million Chinese visitors this year, accounting for 13.4 per cent of the market share and ranking second after South Korea.

However, the number of Chinese tourists coming to Vietnam has recovered by only around 30 per cent when compared to before the pandemic, whereas visitor numbers for the rest of the world have recovered by almost 70 per cent.

In particular, tourist numbers from the United States have bounced back by 96 per cent, Taiwan by just under 90 per cent, and South Korea showing a little over 83 per cent improvement.

China was Vietnam's largest international tourist market before the pandemic, but it was also the market that opened its borders most recently. In 2019, 5.8 million Chinese tourists travelled to Vietnam, accounting for almost one third of the market share, according to the VNAT.

Chinese tourists have had a high average trip expenditure this year, spending $1,850 per trip, ranking in the top three in the Asia-Pacific region, after Australians with $3,370, and Singaporeans, who splash out $2,440. The average spending of a Chinese visitor to Vietnam in 2019 was $1,022.

Martin Koerner, commercial director of The Anam Group, said that Chinese tourists account for 35 per cent of the international tourist market share at The Anam Cam Ranh resort in Khanh Hoa province.

"We appreciate this customer base because they spend a lot at restaurants and spas, and use many amenities at the resort," said Martin.

Meanwhile, China is busy implementing several measures to stimulate tourism and attract international visitors of its own, including from Vietnam. On December 11, China announced a 25 per cent reduction in tourist visa fees for citizens of certain countries, including Vietnam, with an application period until December 31, 2024.