Marketing to Chinese Tourists in Da Nang, Phu Quoc and Ha Long Bay

How Chinese Tourists Choose Vietnam Destinations

Chinese outbound tourists do not begin their travel research on booking platforms. They begin on Xiaohongshu, where 350 million monthly active users engage with travel content and over 90% run active travel searches. The decision path follows a consistent loop: browse destination-specific notes, save appealing properties and experiences, compare reviews across multiple creators, and finalise bookings through Ctrip, direct WeChat messages, or travel agents.

This discovery-first behaviour means a merchant's first impression is not made at the point of sale. It is made through the photos, reviews, and hashtags that appear in a user's feed weeks before they arrive. For Vietnam specifically, Chinese tourist arrivals grew from 1.75 million in 2023 to 3.7 million in 2024 to 5.3 million in 2025. In the first eight months of 2026, arrivals reached 3.54 million. Vietnam surpassed Thailand in 2025 to become the most visited Southeast Asian destination for Chinese tourists.

The spending profile has shifted from low-end group tours to free independent travel. FIT travellers accounted for 47.3% of Vietnam-bound Chinese tourists during the 2025 Golden Week, exceeding group tours for the first time. Average trip spending ranges from USD 569 to USD 1,200, with daily expenditure of VND 200,000 to 300,000 — approximately USD 80 to 120 per day.

Da Nang: Family Travellers, Food Culture, and Iconic Sights

Who Comes to Da Nang

Da Nang attracts a mix of family travellers, food enthusiasts, and first-time Vietnam visitors. The city's accessibility — direct flights from multiple Chinese cities, compact layout, and combination of beach and mountain attractions — makes it ideal for multi-generational trips. Ba Na Hills and its Sun World amusement complex are among the most photographed locations on Xiaohongshu for the Vietnam destination tag.

What Chinese Tourists Search

On Xiaohongshu, Da Nang-related searches cluster around three themes: family itineraries (#岘港亲子游), food experiences (#岘港美食), and the Ba Na Hills Golden Bridge (#巴拿山佛手桥). Chinese travellers specifically compare hotels with private beach access, restaurants with live seafood tanks, and day-trip options that balance activity with rest.

Content That Converts

Family-oriented content performs disproportionately well. Posts showing multi-room hotel suites, kid-friendly pools, and structured activity schedules generate high save rates. Chinese family travellers plan meticulously — content that includes exact timings, walking distances, and age recommendations for each activity removes uncertainty and drives bookings.

Food documentation is a primary decision factor. Da Nang's seafood restaurants, particularly those with live crab and lobster tanks, should capture the selection process on video — the weighing, the tank selection, and the cooking method. Chinese tourists cite food quality as a primary satisfaction driver, and Xiaohongshu posts showing authentic local dining experiences outperform polished hotel restaurant photography.

Han Market content serves the shopping phase of the trip. Posts showing negotiation techniques, product quality comparisons, and specific stall recommendations help Chinese tourists navigate the market with confidence. Coffee, cashews, dried fruit, and handicrafts are the most purchased items.

Conversion Path

Chinese tourists typically book Da Nang hotels through Ctrip or Fliggy after discovering properties on Xiaohongshu. Restaurants and spas benefit from same-day walk-ins driven by saved Xiaohongshu posts. Merchants should display their Xiaohongshu account name and hashtag prominently at the point of sale, encouraging departing guests to post reviews that extend organic reach.

Phu Quoc: Resorts, Romance, and Retail

Who Comes to Phu Quoc

Phu Quoc attracts couples, honeymooners, and affluent families seeking resort-style holidays. The island's visa-free entry for international visitors, combined with its concentration of luxury resorts and duty-free shopping, makes it attractive to Chinese tourists who want a streamlined, self-contained experience. The cross-sea cable car to Hon Thom Island is among the most saved attractions on Xiaohongshu for the Phu Quoc destination tag.

What Chinese Tourists Search

Phu Quoc searches centre on resort selection (#富国岛度假村), duty-free shopping (#富国岛免税店), and the cable car experience (#富国岛缆车). Chinese travellers compare resort amenities extensively: pool design, beach quality, breakfast variety, and in-room features. They also research shopping strategies — which duty-free items offer genuine savings versus mainland China prices.

Content That Converts

Resort lifestyle content is the primary driver. High-quality photography of infinity pools, beachfront villas, and sunset views generates the highest engagement. Chinese travellers save resort content to collections months before booking, so consistent posting throughout the year — not just during peak season — maintains visibility.

Shopping and duty-free content serves a practical need. Posts showing price comparisons, product availability, and shopping centre layouts help tourists plan their spending. Vietnam's cosmetics, coffee, and artisan chocolate brands have found receptive audiences among Chinese duty-free shoppers.

Romantic experience content — couple spa treatments, private dining setups, and sunset cruises — targets the honeymoon and anniversary segment. This audience has higher per-trip spending and generates aspirational content that travels well across social platforms.

Conversion Path

Phu Quoc resorts typically receive direct bookings through WeChat after Chinese tourists initiate inquiries via Xiaohongshu direct messages. The extended planning cycle — often two to three months — means merchants should maintain responsive Chinese-language customer service and provide detailed answers about room categories, transfer options, and dining packages.

Ha Long Bay: Cruises, Day Tours, and Group Coordination

Who Comes to Ha Long Bay

Ha Long Bay draws a different profile: cruise passengers, day-tour groups, and travellers combining northern Vietnam itineraries with Hanoi. The destination appeals to first-time Vietnam visitors who want a signature experience and to group tour operators who package Ha Long Bay with Hanoi and Sapa. Chinese tourists represent a significant portion of international cruise passengers.

What Chinese Tourists Search

Ha Long Bay searches focus on cruise selection (#下龙湾邮轮), itinerary comparisons (#下龙湾一日游 vs 两日游), and photography locations (#下龙湾拍照). Chinese travellers are particularly concerned about cruise quality — cabin size, food standards, and itinerary pacing — because the experience is the destination.

Content That Converts

Cruise comparison content is the highest-intent format. Posts showing cabin interiors, deck spaces, meal spreads, and exact itinerary timings help travellers choose between the many cruise operators. Transparency about what is included — kayaking, cave visits, meals — reduces post-booking disappointment and negative reviews.

Photography spot content drives organic discovery. Specific locations within Ha Long Bay — particular grottoes, sunset viewpoints, and deck angles — become "check-in spots" that travellers queue to capture. Merchants who designate and optimise these locations encourage guest-generated content that extends reach without paid promotion.

Day-trip logistics content serves the independent traveller segment. Posts showing transport options from Hanoi, realistic travel times, and what to pack help FIT travellers self-organise. This content often includes practical details like booking platforms, pickup locations, and weather considerations.

Conversion Path

Ha Long Bay cruise bookings flow through Ctrip, direct operator websites, and travel agents. Day-tour operators benefit from last-minute bookings driven by Hanoi hotel concierge recommendations and Xiaohongshu saved posts. Merchants should ensure their Chinese-language booking confirmations include clear meeting points, contact numbers, and cancellation policies.

Common Principles: What Every Destination Needs

Localised Content, Not Translation

Chinese tourists can detect machine-translated content immediately. Content should be written in simplified Chinese by native speakers who understand platform conventions. Headlines should be specific and keyword-rich: "Da Nang Seafood Restaurant with Live Tanks and Harbour View" outperforms "Best Seafood in Vietnam." Promotional content should follow Chinese formatting standards — original prices crossed out, discount percentages highlighted, validity periods prominently displayed.

Payment Readiness

Three Chinese payment platforms have integrated with Vietnam's NAPAS system: UnionPay in December 2025, Alipay in April 2026, and WeChat Pay in August 2026. Chinese tourists now expect to scan VietQRGlobal codes using their familiar payment apps. Merchants who prominently display accepted payment methods — particularly WeChat Pay and Alipay — reduce transaction friction and signal China-readiness.

Early adopters including Central Retail, Highland Coffee, and Sun World have already integrated these payment methods. For smaller merchants, the technical integration is straightforward through acquiring banks: BIDV for WeChat Pay, Vietcombank for Alipay and UnionPay.

Chinese-Language Service

At minimum, merchants should prepare template responses in simplified Chinese for common inquiries: operating hours, menu items, directions, and refund policies. On Xiaohongshu, response speed matters — Chinese consumers expect replies within hours, not days. A negative review left unanswered for 24 hours signals neglect to prospective guests researching your property.

For WeChat Service Accounts, prepare a welcome message sequence in Chinese that covers brand introduction, product range, location details, and booking options. The merchants who convert Chinese tourists are those who remove language friction from every touchpoint.