(TITC) – As part of the 23rd China-ASEAN Tourism Expo held in Guilin City, Guangxi Province, China, a Vietnam Tourism Roadshow was organized on 19 September.
The event was attended by Xiao Yahui, Member of the Party Committee of the Guangxi Zhuang Autonomous Region; Guo Zhongzhi, Secretary of the Guilin Municipal Party Committee; Zhang Jianping, Deputy Director General of the Department of International Exchange and Cooperation under the Ministry of Culture and Tourism of China; as well as representatives of relevant agencies and businesses from both sides.
Speaking at the Roadshow, Vice Chairman of the Vietnam National Authority of Tourism (VNAT) Ha Van Sieu said that the China-ASEAN Tourism Expo is an annual international tourism event and an important platform for tourism authorities, localities and businesses from participating countries to meet, establish connections and expand cooperation.
On behalf of the Vietnam National Authority of Tourism, Vice Chairman Ha Van Sieu expressed his sincere appreciation to the organizers of the 23rd China-ASEAN Tourism Expo for the honor of selecting Vietnam as the Featured Promotion Country at this year’s event.
According to VNAT’s Vice Chairman Ha Van Sieu, Vietnam and China are close neighboring countries with a long-standing tradition of exchanges and cooperation. Tourism serves as an important bridge between the two countries, helping bring the peoples of Vietnam, China and ASEAN countries closer together, while enhancing mutual understanding and promoting the sharing of distinctive cultural values.
Through its participation in the Expo, Vietnam seeks to present to international friends the image of a safe, friendly and culturally distinctive destination offering diverse experiences, with distinctive, professional and high-quality tourism products. At the same time, Vietnam aims to expand connections and cooperation with Chinese and ASEAN partners.
In particular, within the framework of the 2026-2027 Vietnam-China Tourism Cooperation Year, Vietnam expects the tourism promotion program to further boost visitor exchanges, business cooperation and tourism product connectivity between the two countries and across the ASEAN region.
At the event, representatives of the Vietnam National Authority of Tourism provided an overview of Vietnam’s tourism sector, highlighting the country’s diverse natural landscapes, rich heritage system, distinctive culture and unique cuisine, together with a wide range of tourism products suited to international markets.
Vietnam’s tourism development is oriented toward high-quality, green, smart and sustainable tourism, with a strong emphasis on cultural identity and enhanced international competitiveness.
Representatives of the Vietnam National Authority of Tourism also highlighted the positive growth of Vietnam’s tourism sector. In 2025, Vietnam welcomed nearly 21.2 million international visitor arrivals, including approximately 5.3 million Chinese visitor arrivals. During the first eight months of 2026, Vietnam welcomed nearly 16 million international visitor arrivals, including approximately 3.5 million Chinese visitor arrivals.
The Chinese market continues to play an important role in Vietnam’s tourism sector. At the same time, ASEAN markets, with their geographical proximity, convenient transport connectivity and cultural similarities, remain important partners in regional tourism development.
Vietnam’s key tourism product groups introduced at the conference included night tourism; resort and wellness tourism; MICE tourism; heritage and cultural tourism; ecotourism; and culinary tourism, an area in which Vietnam has established significant strengths as a leading culinary destination.
Representatives of Lang Son Province introduced the locality’s tourism potential, advantages and distinctive tourism products, focusing on well-known destinations, products and experiences suited to Chinese visitors, as well as opportunities to connect with other destinations in the region.
Vietnamese tourism businesses also presented their products and services, tours, itineraries and programs targeting the Chinese market. These presentations provided additional information on Vietnamese destinations, tourism products and services, creating a basis for businesses from both sides to exchange information, establish partnerships and develop programs to bring Chinese visitors to Vietnam.
Through its tourism promotion and presentation activities, the program contributed to raising awareness of Vietnam as a tourism destination while expanding opportunities for tourism authorities, localities and businesses in Vietnam to connect with Chinese and ASEAN partners.
Earlier that morning, the 23rd China-ASEAN Tourism Expo officially opened at the Guilin International Convention and Exhibition Center in Guangxi Province, China.
Vietnam’s participation in the Expo as the Featured Promotion Country represents an important opportunity to strengthen the presence of Vietnamese tourism in the Chinese and ASEAN markets, while translating tourism cooperation initiatives under the framework of the 2026-2027 Vietnam-China Tourism Cooperation Year into concrete activities.
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