Vietnam’s tourism recovery continues to gather pace, with Chinese travellers once again becoming the country’s largest source of international visitors. For luxury hotels, resorts and destination brands, the numbers highlight an increasingly important opportunity to reach travellers long before they book their holidays.
According to reporting by Tuoi Tre News, China remained Vietnam’s largest source of foreign visitors during the first half of 2026, contributing 2.7 million arrivals between January and June. South Korea followed with 2.16 million visitors. The increase was attributed to improved air connectivity, favourable visa policies and stronger tourism promotion, according to the original report. The figures reflect the continued importance of the Chinese outbound travel market for Vietnam’s tourism industry, particularly for luxury hotels and resorts serving international visitors. Many Chinese travellers increasingly rely on peer recommendations, creator content and lifestyle platforms when researching destinations, accommodation and dining experiences before making travel decisions.
For luxury hotels looking to attract more Chinese travellers, Red Note (Xiaohongshu or RED) has become an increasingly important platform. Many users treat it as a place to discover travel inspiration, read authentic reviews and explore hotel experiences before booking. As many Chinese travellers use creator recommendations and peer reviews during the planning process, maintaining a visible and authentic presence on the platform can help hotels engage potential guests before they book.
A practical example of this approach is detailed in the MCN Asia JW Marriott Phu Quoc case study, which showcases how strategic digital campaigns can elevate a property’s regional profile. The campaign focused on increasing brand exposure among travellers researching Vietnam, helping the resort strengthen its visibility among the Chinese outbound market through creator-led storytelling and destination-focused content.
Hotels looking to strengthen their presence on Chinese digital platforms can learn more about our RedNote marketing, international KOL partnerships in China, and influencer marketing services.
Southeast Asia Luxe Travel Marketing: MCN Asia Expert Perspective
For luxury hotel marketing directors in the region, the arrival of 2.7 million visitors in the first half of the year highlights the necessity of localised digital engagement. Properties that understand where Chinese travellers research destinations before booking are likely to be better positioned to compete for this growing market. Relying solely on global digital platforms may mean missing travellers who begin their research within China’s own digital ecosystem. Marketing directors looking to explore this opportunity can contact us to discuss suitable strategies for their brand.
