Vietnam has emerged as the top travel destination for Chinese tourists in 2025, marking a significant shift in Southeast Asia’s tourism dynamics. According to recent data, Vietnam welcomed approximately 3.5 million Chinese visitors through August, a remarkable 44% increase compared to the previous year (source: Vietnam National Administration of Tourism).
This change is largely attributed to growing concerns among Chinese travelers regarding safety in Thailand. High-profile incidents, such as the kidnapping of actor Wang Xing in January and widespread reports about scam centers and online fraud, have raised alarms. Additionally, post-pandemic price hikes on hotels, food, and transportation in Thailand have made it less attractive. As a result, Chinese arrivals to Thailand have dropped by around 35% in 2025 (source: Thai Ministry of Tourism and Sports).
Vietnam’s appeal lies in its reputation for authenticity and value. Modern Chinese tourists now favor independent travel and immersive experiences over traditional group tours. They perceive Vietnam as less commercialized and more “off the beaten path,” enhancing its allure.
Economically, this shift could cost Thailand an estimated $3.5 billion in lost tourism revenue, much of which is now benefiting Vietnam and other countries (source: World Travel & Tourism Council). Vietnam’s overall foreign arrivals have surged to nearly 14 million so far this year, with projections suggesting a record 22.6 million by December.
Other regional destinations, notably Malaysia, are also seeing gains. Malaysia recorded a 35% rise in Chinese visitors during the first half of 2025, aided by visa-free entry policies and a favorable exchange rate.
In conclusion, this realignment underscores how rapidly tourism trends can change due to evolving perceptions of safety, value, and authenticity. The decline of Thailand’s long-standing dominance highlights the importance of adapting to travelers’ shifting expectations in an increasingly competitive region.
Vietnam’s Tourism Revolution: The ASEAN Power Shift That’s Reshaping Southeast Asia
The Seismic Shift in Regional Tourism Dynamics
In a development that would have seemed unthinkable just a decade ago, Vietnam has decisively overtaken Thailand as the premier destination for Chinese tourists in 2025, marking one of the most significant realignments in Southeast Asia’s multibillion-dollar tourism industry. This transformation extends far beyond simple visitor statistics—it represents a fundamental shift in ASEAN’s economic power structure and regional influence that will have lasting implications for the bloc’s future.
Vietnam’s meteoric rise has been nothing short of spectacular. The country is attracting approximately 3.5 million Chinese visitors in 2025, representing a remarkable 44% year-over-year increase through August alone. This surge has propelled Vietnam to record-breaking tourism numbers, with nearly 14 million foreign arrivals logged so far this year. Industry analysts project the country will achieve an unprecedented 22.6 million arrivals by year’s end, surpassing even the pre-pandemic peak of 18 million visitors in 2019.
Thailand’s Dramatic Fall from Grace
For decades, Thailand has been synonymous with Chinese tourism in Southeast Asia, serving as the gateway destination that introduced millions of mainland travelers to the region. The Kingdom’s beaches, temples, and vibrant culture became the gold standard for Southeast Asian tourism experiences. However, 2025 has witnessed a dramatic reversal of fortunes, with Chinese arrivals plummeting by approximately 35%—a decline that has sent shockwaves through Thailand’s tourism-dependent economy.
This collapse represents more than just a temporary setback; it signals a crisis of confidence that threatens Thailand’s position as ASEAN’s traditional tourism powerhouse. The country’s one-way airline seat capacity from China has fallen by over 11% year-on-year to 5.1 million seats in the first eight months of 2025, while overall foreign visitor arrivals have dropped 7% despite strong growth from European and American markets.
The economic implications are staggering. According to China Trading Desk, which tracks Chinese travel and credit card spending, this tourism realignment potentially means $3.5 billion in lost revenue for Thailand—money that is now flowing to Vietnam and other regional competitors. Thai hotel revenues are projected to shrink by 4.5% in 2025, with occupancy rates experiencing significant declines across key tourist destinations.
The Catalyst for Change: Safety Concerns and Shifting Perceptions
The transformation didn’t occur in a vacuum. A series of high-profile incidents have fundamentally altered Chinese perceptions of Thailand as a safe destination. The January 2025 kidnapping and trafficking of Chinese actor Wang Xing, who was lured to Thailand by an online scam gang and subsequently trafficked to Myanmar, became a watershed moment that crystallized growing safety concerns among Chinese travelers.
This incident, widely reported in Chinese media, highlighted Thailand’s struggles with transnational crime networks and scam operations that have increasingly targeted Chinese nationals. Despite government efforts to crack down on call center scams and boost security measures, the damage to Thailand’s reputation among Chinese tourists has proven difficult to repair.
“Chinese travellers who have never been to Thailand are still scared,” acknowledged Thienprasit Chaiyapatranun, president of the Thai Hotels Association. “We have done a very poor job in publicising how the government has cracked down on call centre scams and boosted security.”
Compounding these safety concerns, Thailand has also lost its reputation for value—a key selling point that historically attracted budget-conscious Chinese travelers. Post-pandemic price increases on hotels, food, and taxi rides have prompted complaints on Chinese social media platforms, further eroding the country’s competitive advantage.
Vietnam’s Strategic Ascension
Vietnam’s rise represents more than simply benefiting from Thailand’s misfortunes; it reflects a calculated and sophisticated approach to capturing the evolving Chinese tourism market. The Vietnamese government and private sector have worked in tandem to position the country as an authentic, safe, and culturally rich alternative to traditional Southeast Asian destinations.
Provincial governments, particularly in border regions like Quang Ninh, have collaborated with private businesses to develop unique attractions such as paragliding and hot air balloon festivals specifically designed to extend Chinese visitors’ stays. In coastal cities like Danang, the transformation is visually striking—bold Chinese characters now adorn hotel entrances, street food stalls, and massage parlors, while hotels actively hire Mandarin-speaking staff or deploy translation apps to enhance guest experiences.
The numbers tell the story of Vietnam’s tourism retail revolution. Sales have soared approximately 51% in 2025 through August compared to 2024, according to market analysis firm BMI. This growth reflects not just increased visitor volumes but also higher per-capita spending as Vietnam successfully attracts more affluent Chinese travelers.
The New Generation of Chinese Travelers
Perhaps the most significant factor driving this shift is the emergence of a new demographic of Chinese tourists—independent, educated, and seeking authentic experiences rather than cookie-cutter package tours. This represents a fundamental evolution from the pre-pandemic era of chartered budget travel, where large groups of Chinese tourists would follow tour guides carrying flags through predetermined itineraries focused on shopping and low-cost accommodations.
“Over 40 per cent of Chinese are now first-time international travellers who are independent, educated and looking for authentic experiences,” explains Subramania Bhatt, chief executive of China Trading Desk. “They don’t want to be pushed into a bus, taken to a destination, taken to a hotel, taken to a shop where everything feels very Chinese.”
Vietnam has successfully positioned itself to capture this market segment. The country offers what Chinese travelers increasingly crave: a sense of discovery and authenticity that feels “more off the track” compared to Thailand’s well-trodden tourist circuits. Stories like that of Hu Jia, a 33-year-old from Sichuan province who chose Vietnam over Thailand for her family vacation, illustrate this shift. “Vietnam has its own unique charm,” she noted. “I really love places that feel natural and untouched.”
Regional Winners in the Tourism Realignment
While Vietnam is the primary beneficiary of this shift, other ASEAN nations are also capitalizing on Thailand’s struggles. Malaysia has emerged as another significant winner, recording a 35% increase in mainland Chinese visitors during the first half of 2025. The country’s strategic decision to implement visa-free entry for Chinese nationals, combined with a weaker ringgit that enhances purchasing power, has made Malaysia increasingly attractive to Chinese travelers.
Airline seat capacity from China to Malaysia has jumped nearly 50% as carriers respond to surging demand. Malaysian hotels are reporting stronger demand and higher occupancy rates compared to the previous year, according to Shaharuddin Saaid, executive director of the Malaysian Association of Hotel Owners.
This multi-destination growth pattern suggests that the tourism realignment represents more than a simple bilateral shift between Thailand and Vietnam—it reflects a broader diversification of Chinese tourism patterns across Southeast Asia, with travelers becoming more adventurous in their destination choices.
Economic and Geopolitical Implications for ASEAN
The tourism transformation carries profound implications for ASEAN’s internal power dynamics and economic relationships. Tourism revenue has become increasingly important for ASEAN economies, particularly as the bloc seeks to reduce its dependence on traditional manufacturing and commodity exports. Vietnam’s tourism success enhances its economic leverage within ASEAN and provides additional resources for infrastructure development and regional integration initiatives.
For Thailand, the tourism decline represents a significant challenge to its traditional role as ASEAN’s economic and diplomatic hub. The Kingdom has historically leveraged its tourism industry’s success to maintain regional influence and attract foreign investment across multiple sectors. The current crisis threatens to diminish Thailand’s soft power projection across Southeast Asia.
Vietnam’s ascension, conversely, signals the country’s growing confidence and capability in competing with established regional powers. This success builds on Vietnam’s broader economic transformation and increasing integration into global value chains, positioning the country as a rising force within ASEAN’s evolving hierarchy.
Challenges and Opportunities Ahead
Despite Vietnam’s current success, sustaining this tourism boom presents significant challenges. The rapid influx of Chinese visitors strains existing infrastructure and raises concerns about overtourism in popular destinations. Vietnamese authorities must balance growth with sustainable development to avoid the pitfalls that have affected other tourist-dependent economies.
Environmental concerns are particularly acute, as Vietnam’s natural attractions—from Ha Long Bay to coastal beaches—face increasing pressure from visitor volumes. The government’s ability to manage this growth while preserving the authentic experiences that attract travelers will determine the long-term sustainability of the tourism boom.
For Thailand, the path to recovery requires addressing both immediate safety perceptions and longer-term competitiveness issues. The government has initiated various campaigns to restore confidence among Chinese travelers, but changing entrenched perceptions requires sustained effort and tangible security improvements.
Industry experts suggest that Thailand’s recovery prospects may depend on the upcoming winter season, traditionally the country’s peak tourism period. “Bangkok is still ranked the most revisited destination in Asia on our platform,” notes Damien Pfirsch, Agoda’s chief commercial officer, indicating that underlying demand remains strong despite current challenges.
The Broader Transformation of Southeast Asian Tourism
This tourism realignment reflects broader trends reshaping Southeast Asian travel patterns. The rise of independent, experience-focused travelers from China signals a maturation of the world’s largest outbound tourism market. These travelers prioritize authentic cultural experiences, natural beauty, and safety over traditional attractions and bargain pricing.
The shift also highlights the increasing importance of digital reputation management in the tourism industry. Social media platforms and online travel communities play crucial roles in shaping destination perceptions, particularly among younger Chinese travelers who rely heavily on peer recommendations and user-generated content.
Looking Forward: A New ASEAN Tourism Landscape
The Vietnam-Thailand tourism reversal represents more than a cyclical shift in travel preferences—it signals the emergence of a more multipolar and dynamic Southeast Asian tourism landscape. No single country can assume permanent dominance in attracting visitors from major source markets, as traveler preferences, safety perceptions, and economic conditions continuously evolve.
This new reality requires ASEAN nations to become more agile and responsive to changing market conditions while maintaining their unique cultural identities and natural assets. Countries that successfully balance authentic experiences with modern infrastructure and security will likely emerge as the region’s tourism leaders in the years ahead.
Vietnam’s remarkable ascension demonstrates that with strategic planning, cultural authenticity, and responsive governance, emerging destinations can successfully challenge established tourism powers. As ASEAN continues its economic integration and development, tourism will likely remain a key differentiator and source of competitive advantage among member nations.
The ongoing transformation of Southeast Asian tourism patterns ultimately reflects the region’s broader economic dynamism and the increasing sophistication of Asian travel markets. As this evolution continues, it will reshape not just tourism flows but the fundamental power relationships and economic hierarchies that define ASEAN’s future trajectory.
The Shifting Tides: A Story of Two Cities
Chapter 1: The Golden Years
Siriporn remembered when the question wasn’t if Chinese tourists would come to Thailand, but how many buses they would need to accommodate them all. Standing on the balcony of her boutique hotel in Bangkok’s Khao San Road district, she watched the empty street below—a stark contrast to the bustling crowds of Mandarin-speaking visitors that once filled every corner of the city.
“Twenty years I’ve been in this business,” she murmured to her assistant, Niran. “Twenty years of growth, and now…”
The numbers on her laptop screen told the story she didn’t want to face: occupancy down 40%, revenue projections slashed for the third consecutive quarter. The golden dragon that had breathed life into Thailand’s tourism industry was turning its gaze elsewhere.
Fifteen hundred kilometers northeast, in the coastal Vietnamese city of Danang, a different story was unfolding.
Chapter 2: The Rising Dragon
Mai Linh barely had time to catch her breath as she rushed between her three newly opened guesthouses. What started as a small family business had exploded into something she never imagined possible. Chinese characters now decorated her buildings’ facades, and she’d hired two Mandarin-speaking staff members just to keep up with demand.
“Sister,” her brother Duc called out as he helped a group of Chinese millennials with their luggage. “The Chen family from Shanghai wants to extend their stay by three more days. Should I call the hot air balloon company to arrange another excursion?”
Mai Linh smiled, remembering when such requests would have been impossible to fulfill. Now, local businesses had sprung up specifically to cater to Chinese tourists seeking authentic experiences—paragliding adventures in the mountains, cooking classes with local families, motorbike tours through rural villages that felt worlds away from the sanitized tourism circuits of neighboring countries.
The transformation hadn’t happened overnight. It began with whispers on Chinese social media platforms—stories of a country where tourists could still discover hidden gems, where the beaches weren’t overcrowded with tour groups, where the locals hadn’t yet become jaded by mass tourism.
Chapter 3: The Incident
Back in Thailand, the exact moment everything changed could be traced to a January morning when news broke across Chinese social media: Wang Xing, a beloved actor, had been kidnapped and trafficked while visiting Thailand. The story spread like wildfire through WeChat groups and Weibo feeds.
Siriporn watched helplessly as cancellations poured in. Families who had booked months in advance suddenly found excuses to postpone their trips. The incident became a symbol of deeper concerns that had been brewing—stories of scam centers, overpriced services, and a general sense that Thailand had become too commercialized, too predictable.
“It’s not fair,” she told her husband over dinner. “One incident, and suddenly we’re all painted with the same brush. We’ve been welcoming Chinese visitors for decades.”
But fairness, she was learning, had little to do with perception in the age of social media.
Chapter 4: The Awakening
In Vietnam, Mai Linh was experiencing the flip side of Thailand’s misfortune, though she tried not to think of it that way. The Chinese tourists arriving at her doorstep weren’t fleeing from anything—they were running toward something: authenticity.
Li Wei, a software engineer from Shenzhen, explained it to her over breakfast. “My parents’ generation, they traveled in big groups to see famous places and buy souvenirs. But we want something different. We want to feel like we’re discovering a place, not just consuming it.”
He gestured toward the view from Mai Linh’s rooftop restaurant—the Han River winding through Danang, fishing boats bobbing in the harbor, limestone karsts rising from emerald waters. “This feels real. Vietnam feels like what Thailand used to be before everyone discovered it.”
Mai Linh began to understand that Vietnam’s appeal wasn’t just about being different from Thailand—it was about offering the kind of travel experience that reflected a new generation’s values. These weren’t bargain hunters looking for the cheapest deals; they were experience seekers willing to pay premium prices for authentic encounters.
Chapter 5: The Network Effect
As months passed, the shift became a cascade. Chinese travel bloggers with millions of followers began posting about Vietnam’s hidden coffee shops, its vibrant street art scenes, its untouched mountain landscapes. Each post generated thousands of comments and shares, creating a viral marketing campaign that no tourism board could have orchestrated.
Meanwhile, in Thailand, officials scrambled to respond. Tourism Minister Sudawan held press conference after press conference, announcing new security measures and promotional campaigns. But the damage to Thailand’s brand among Chinese travelers had already taken root in the collective consciousness.
Siriporn watched these developments with a mixture of sadness and admiration. “We got complacent,” she admitted to Niran. “We thought our position was permanent, that tourists would always come because they always had.”
The realization was painful but instructive: in a globalized world, competitive advantage was ephemeral. Countries that once seemed unshakeable could find themselves displaced by hungrier, more agile competitors.
Chapter 6: The Ripple Effect
The transformation wasn’t confined to tourism statistics. In Kuala Lumpur, Malaysian hotel owner Ahmad Rashid noticed an uptick in Chinese visitors, many mentioning they’d heard good things about Southeast Asia’s “up-and-coming” destinations. Malaysia’s visa-free policy for Chinese nationals suddenly seemed prescient rather than merely convenient.
“It’s like the whole region is being rediscovered,” Ahmad told his business partner. “Thailand’s loss is everyone else’s gain.”
The economic implications rippled through supply chains and service industries. Vietnamese textile manufacturers began receiving orders for hotel linens and restaurant uniforms. Local artisans found their handicrafts in demand at newly opened gift shops catering to Chinese tastes. English language schools started offering Mandarin classes for tourism workers.
In Thailand, the reverse was happening. Hotels cut staff, tour operators downsized, and the taxi drivers who once complained about traffic jams caused by Chinese tour buses now wished for the problem of too much business.
Chapter 7: The Adaptation
Mai Linh’s success story was replicated across Vietnam, but not without challenges. In the ancient town of Hoi An, longtime resident Minh Duc worried about gentrification as property prices soared and traditional shops were replaced by businesses catering to Chinese tourists.
“Change brings opportunity, but it also brings loss,” he reflected, watching as a centuries-old tailor shop was converted into a hot pot restaurant with Chinese-style décor.
The Vietnamese government faced its own balancing act: how to capitalize on the tourism boom while preserving the authenticity that made the country attractive in the first place. Regulations were introduced to prevent overdevelopment in sensitive areas, and cultural preservation programs received increased funding.
In Thailand, adaptation took a different form. Siriporn decided to reinvent her hotel, focusing on European and American markets while developing niche offerings for adventurous Chinese travelers who still found Thailand appealing. She partnered with local NGOs to create volunteer tourism packages, offering guests the chance to contribute to community development projects.
“We can’t compete on volume anymore,” she realized. “But we can compete on meaning.”
Chapter 8: The New Equilibrium
As 2025 drew to a close, the new tourism landscape of Southeast Asia began to crystallize. Vietnam had established itself as the region’s hottest destination, but its leaders were already thinking about sustainability. Plans were announced for visitor caps at sensitive sites and investment in infrastructure to handle increased capacity without environmental damage.
Thailand, meanwhile, began showing signs of recovery as safety concerns gradually faded and the country’s traditional strengths—world-class hospitality, diverse attractions, excellent food—reasserted themselves. But the market share lost to Vietnam would not easily be reclaimed.
Mai Linh, now managing a small hotel empire, reflected on the rapid changes that had transformed her life. “My grandfather used to say that the river changes course, but it always flows to the sea. The tourists are like that river—they’ll find their way, but the path is never permanent.”
Chapter 9: The Lesson
The Vietnam-Thailand tourism reversal became a case study in business schools across Asia. Professor Chen at Singapore Management University used it to illustrate how quickly market dynamics could shift in the digital age.
“Traditional competitive advantages—brand recognition, established infrastructure, historical market share—these can evaporate almost overnight when consumer preferences shift and communication is instantaneous,” she explained to her MBA students. “The lesson isn’t just about tourism; it’s about any industry in our hyperconnected world.”
Her students, many of whom would go on to leadership roles in ASEAN businesses, absorbed the lesson: agility and responsiveness mattered more than size and history. Cultural authenticity could trump marketing budgets. And in a region as dynamic as Southeast Asia, today’s underdog could become tomorrow’s market leader.
Epilogue: The Continuing Journey
Years later, as ASEAN continued its economic integration, the tourism transformation of 2025 was remembered as a turning point—the moment when the region’s tourism industry truly became multipolar. No single country dominated the way Thailand once had. Instead, travelers discovered a rich tapestry of experiences across multiple destinations.
Siriporn, now in her sixties, had successfully pivoted her business and was training a new generation of hospitality professionals to be more responsive to changing markets. Mai Linh had become a regional tourism entrepreneur, with properties in three countries and a consulting firm that helped other destinations manage rapid growth.
They never met, these two women whose stories intertwined across national borders. But they shared something important: the recognition that in a world of constant change, survival belonged not to the strongest or the most established, but to the most adaptable.
The river, as Mai Linh’s grandfather had said, always found its way to the sea. But the course it took was never predetermined, and the wise learned to flow with its changing currents rather than fight against them.
In the end, the shifting tides of tourism had taught Southeast Asia a valuable lesson about the nature of competition, adaptation, and success in the 21st century. It was a lesson that would serve the region well as it faced the challenges and opportunities that lay ahead in an ever-changing world.
Maxthon
When it comes to staying safe online, using a secure and private browser is crucial. Such a browser can help protect your personal information and keep you safe from cyber threats. One option that offers these features is the Maxthon Browser, which is available for free. It comes with built-in AdBlock and anti-tracking software to enhance your browsing privacy.
Maxthon Browser is dedicated to providing a secure and private browsing experience for its users. With a strong focus on privacy and security, Maxthon implements rigorous measures to protect user data and online activities from potential threats. The browser utilises advanced encryption protocols to ensure that user information remains protected during internet sessions.
Maxthon browser Windows 11 support
Additionally, Maxthon incorporates features such as ad blockers, anti-tracking tools, and incognito mode to enhance users’ privacy. By blocking unwanted ads and preventing tracking, the browser helps maintain a secure environment for online activities. Furthermore, incognito mode enables users to browse the web without leaving any trace of their history or activity on the device.
Maxthon’s commitment to prioritising the privacy and security of its users is exemplified through regular updates and security enhancements. These updates are designed to address emerging vulnerabilities and ensure that the browser maintains its reputation as a safe and reliable option for those seeking a private browsing experience. Overall, Maxthon Browser provides a comprehensive suite of tools and features designed to deliver a secure and private browsing experience.
Maxthon Browser, a free web browser, provides users with a secure and private browsing experience through its built-in AdBlock and anti-tracking software. These features help to protect users from intrusive ads and prevent websites from tracking their online activities. The browser’s AdBlock functionality blocks annoying pop-ups and banners, allowing for an uninterrupted browsing session. Additionally, the anti-tracking software safeguards user privacy by preventing websites from collecting personal data without consent.
By utilising Maxthon Browser, users can browse the internet confidently, knowing that their online activities are shielded from prying eyes. The integrated security features alleviate concerns about potential privacy breaches, ensuring a safer browsing environment. Furthermore, the browser’s user-friendly interface makes it easy for individuals to customise their privacy settings according to their preferences.
Maxthon Browser not only delivers a seamless browsing experience but also prioritises the privacy and security of its users through its efficient ad-blocking and anti-tracking capabilities. With these protective measures in place, users can enjoy the internet with confidence, knowing their online privacy is protected.
Additionally, the desktop version of Maxthon Browser integrates seamlessly with their VPN, providing an extra layer of security. By using this browser, you can minimise the risk of encountering online threats and enjoy a safer internet experience. With its combination of security features, Maxthon Browser aims to provide users with peace of mind while they browse.
Maxthon Browser stands out as a reliable choice for users who prioritise privacy and security. With its robust encryption measures and extensive privacy settings, it offers a secure browsing experience that gives users peace of mind. The browser’s commitment to protecting user data and preventing unauthorised access sets it apart in the competitive market of web browsers.