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Two prestigious international news agencies, Bloomberg and Reuters, have simultaneously published articles that have shaken the Southeast Asian tourism industry. With headlines such as "Vietnam surpasses Thailand to become the top destination for Chinese tourists" and "Thailand records a 7.1% decrease in international tourist numbers," these two news agencies have highlighted a remarkable trend: Vietnam is experiencing explosive growth, rapidly overtaking Thailand to become the leading destination in the race for international tourist market share, especially from China.
A dramatic shift on the tourism map.
Recently, the British news agency Reuters published an article with a worrying headline for Thailand: "Thailand records a 7.1% drop in international tourists." According to the article, from January 1st to September 14th, Thailand only received approximately 23 million international visitors, a significant decrease compared to the same period in 2024. Analysis from the Thai Ministry of Tourism and Sports shows that while Malaysia remains the largest source market with 3.28 million visitors, China, the second largest market, only reached 3.23 million.
On the same day, the American news agency Bloomberg also published an article with a blunt title: "Vietnam surpasses Thailand to become the top destination for Chinese tourists." According to Bloomberg, the "new wave" of 3.5 million Chinese tourists has contributed to boosting Vietnam's tourism sector, helping the country overtake Thailand to become the leading destination in Southeast Asia for Chinese tourists.
This is not a random change. Reuters, citing experts, reported that one of the main reasons is the declining reputation of Thailand as a tourist destination. Many Chinese tourists have complained on social media about the soaring prices of hotel rooms, food, and taxis after the pandemic. Furthermore, concerns about scams and especially the abduction of a Chinese actor in January 2025 have caused many tourists to avoid Thailand, leading to a projected 35% decrease in Chinese tourists in 2025 (as of now).
Vietnam welcomes a "new wave" of Chinese tourists.
While Thailand faces a decline, Vietnam is welcoming a "new wave" of Chinese tourists. According to analysis from China Trading Desk, a company that tracks Chinese travel and credit card spending, this shift could mean Thailand loses $3.5 billion in revenue, which will flow to Vietnam and other neighboring countries.
The boom in Vietnamese tourism is seen by experts as part of a major restructuring of Southeast Asia's multi-billion dollar tourism industry. This signals a fundamental shift in the preferences of the world's largest travel market. Subramania Bhatt, CEO of China Trading Desk, commented: "More than 40% of Chinese people are now first-time international travelers. They are independent, educated, and seeking authentic experiences."
According to Mr. Bhatt, this new generation of Chinese tourists no longer wants to travel in a way that involves being "pushed onto buses and taken to destinations, hotels, and shops where everything is distinctly Chinese." Instead, they seek out new, authentic experiences and are willing to spend more on them. For them, Vietnam offers unique values, a genuine, unspoiled, and captivating beauty.
Bloomberg highlighted that, to date, Vietnam has welcomed nearly 14 million international tourists, breaking records this year. The number of visitors from China alone, the largest source market, has increased by 44% compared to the same period last year (as of August 2025). This is an impressive achievement, demonstrating the tangible results of Vietnam's efforts in improving tourism policies, promoting the country's image, and enhancing service quality.
Faced with a decline in international tourist arrivals, in August 2025, Thai authorities had to lower their forecast for the year's international tourist arrivals from 37 million to 33 million, significantly lower than the record high of nearly 40 million in 2019. Meanwhile, with its current growth rate, Vietnam has a great opportunity to solidify its position as a leading destination in Southeast Asia, not only for Chinese tourists but also on the global tourism map.
This "takeover" is not just a victory in terms of statistics, but also a testament to the changing preferences of tourists. It shows that modern travelers are not only seeking famous destinations but also prioritizing authentic, unique, and safe experiences. Vietnam, with its natural beauty, diverse culture, and efforts in developing sustainable tourism, is increasingly meeting these needs, opening up a promising future for the national tourism industry.
