Asia Travel Pulse
Vietnam Gears Up To Welcome A New Generation Of CIS Travelers Through Insight-Led Tourism Campaigns
Wednesday, July 16, 2025
Vietnam shrewdly targets new travel markets from Commonwealth of Independent States (CIS) and Eastern Europe via data-driven marketing campaigns to capture a new generation of high-potential visitors. As outward travel demand increases in nontraditional source markets including Belarus, Kazakhstan, and Russia, and a strong affinity for nature-rich, affordable, and culture-rich destinations is observed, Vietnam uses leading-edge advertising technology and travel behavior data to generate personalized campaigns and seasonal promotions. This astute, insight-led approach positions Vietnam well to capture long-stay, high-spending visitors seeking new experiences—authoritatively responding to the call of its headline strategy to capture these high-paying markets.
Vietnam Embarks on Aggressive Trajectory to Woo Eastern Europe, CIS Travelers through Clever Marketing, Data-Based Tourism Strategies
Vietnam is fast emerging as one of the most modern tourism destinations of Southeast Asia, embracing data-driven marketing to exploit latent demand from major overseas markets. Top of the list of targets are the rapidly growing tourism markets of the Commonwealth of Independent States (CIS) and Eastern Europe, where young, vibrant, and adventure-seeking travellers are re-shaping the tourism world map.
Armed with sophisticated advertising technology and insight-led strategies, Vietnam is crafting new travel experiences and promotions aimed specifically at attracting these high-potential visitors.
Eastern Europe and CIS: A New Frontier for Vietnamese Tourism
As global travel bounces back after years of disruption, the tourism industry is undergoing a significant shift. Countries like Russia, Belarus, Kazakhstan, and Georgia are experiencing strong growth in outbound tourism, creating new market opportunities. Vietnam is keen to capitalize on this momentum by offering targeted experiences tailored to the unique preferences of these travelers.
According to a recent travel industry report from global AdTech leader Yango Ads, tourists from these regions are typically between 25 and 44 years old. They are tech-savvy, open to cultural immersion, and actively seek out experiences that combine nature, relaxation, and adventure. While their average monthly income hovers between \$500 and \$1,000, a remarkable 90% are prepared to spend between \$1,000 and \$3,000 on each international trip—making them prime candidates for both mid-range and upscale travel packages in Vietnam.
Vietnam’s Comparative Advantage within the Region
CIS travelers preferred spots like Egypt and Turkey early in 2024, but Vietnam is rapidly rising in popularity because of a winning combination of affordability, tropical loveliness, hospitality, and growing air access. Its nearness to other high-traffic Southeast Asian destinations like Thailand and Sri Lanka also boosts its popularity.
One of Vietnam’s strengths is a diverse climate and seasonal attraction. Over half of CIS and Eastern Europe survey respondents preferred a summer vacation, so destinations such as Nha Trang, Đà Nẵng, and Phú Quốc are ideal for promotional campaigns during the peak months. In turn, more than 28% showed interest in a winter escape, which makes Ho Chi Minh City and Mekong Delta regions interesting alternatives for cold winter escapes.
With a big hunger for family-friendly sea breaks, nature escapes, and culture, Vietnam is just the ticket for these types of visitors. That they are frequently long-haul visitors, for periods of a maximum of two weeks, is even better from a revenue standpoint, for hotels, restaurants, guides, and service providers nationwide.
Multichannel Planning Habits Reveal New Opportunities
It is essential to comprehend CIS and Eastern Europe travelers’ planning of journeys to be able to reach them effectively. According to the Yango Ads report, 41% of the survey respondents continue to use ground travel agencies for bookings, while 35% of them book independently via internet tools and platforms. This divergence of travel behavior makes the use of the omnichannel approach to marketing even more vital.
Vietnam’s blend of high-quality travel operators and growing digital infrastructure puts it in a favorable position to meet the needs of both groups. Whether through online promotions or in-person agency collaborations, reaching these travelers where they are—in their language and on their platforms—is key.
Practical Steps towards Meeting Emerging Market Needs
To translate insights into significant growth, Yango Ads specialists are able to suggest a variety of actionable strategies for Vietnamese hospitality and travel companies. These are:
- Launching Early Seasonal Campaigns
Ad campaigns for digital must be introduced two to three months prior to peak travel seasons. Reaching prospects early helps provide ample time to create top-of-the-mind awareness for a brand while shaping buying decisions for major markets. - Responding to Winter Travel Demand
CIS visitors looking for winter warmth are a latent opportunity. Destination marketing of southern Vietnam outside of the peak season can generate valuable off-season tourism revenue, particularly from high-spending visitors seeking to escape the snow. - **Creating Individualized Experiences
Personalization plays a crucial role in modern travel planning. More than 50% of travelers say bespoke experiences—such as private cultural tours, nature excursions, or spa retreats—significantly influence their destination choices. Vietnam’s tourism operators can tailor these offerings to meet growing demand.
- Enhancing Digital Presence
From AI-powered travel planners to localized content and responsive websites, tech is vital. Tourism businesses in Vietnam should invest in multi-language platforms, social media campaigns, and influencer partnerships that speak directly to CIS audiences in Russian, Kazakh, or Belarusian.
- Flexible, Guest-Focusing Services Development
Flexible check-in times, multilingual assistance, and variety in food service can significantly boost guest satisfaction. Matching services for CIS travel to cultural and logistical requirements can raise the overall level of satisfaction and chances of repeat visits.
Vietnam is targeting Eastern Europe and CIS travel markets through data-driven marketing to woo young spend-intensive visitors looking for cultural, nature, and family experiences. This strategic marketing initiative uses passenger insights to customize promotions, maximize off-season travel, and stimulate sustainable tourism development.
Why Marketing Innovation Matters for Vietnam’s Future in Tourism Global tourism is a rapidly evolving sector, and Vietnam’s success depends on being adaptable, reflexive, and data-informed. Those destinations that successfully utilize data can not only discover the most promising source markets but can also construct messaging, create experiences, and fine-tune service in a manner that speaks most profoundly to given segments of the travel market. Vietnam is already blessed with natural beauty, cultural wealth, and heartfelt hospitality. By adding technology-powered marketing and strategic foresight, it can be a top-of-mind destination for millions of CIS and Eastern Europe travellers in the years to come. With tourism going digital, experiential, and personalized, the destinations that embrace these trends will be the ones that come out on top. Vietnam is already demonstrating that it possesses the foresight, as well as the technology, to be at the forefront of this new era of world travel—and emerging Europe and the CIS might be a good place to begin.
Asia Travel Pulse
Japan Now Linked With South Korea, Vietnam And Thailand As Latest Tourism Arrivals From China Decline And Malaysia Rises, Here’s How ASEAN Tourism Is Changing
Friday, July 18, 2025
The regional tourism in Southeast Asia has changed over the past few years, influenced by the increase in Chinese tourists. Thailand, Asean’s No 1 draw for Chinese tourists in the past, has seen a huge plunge in tourist arrivals. This turnaround has led to Malaysia overtaking Thailand as the top tourist destination in Southeast location for Chinese tourists. At the same time other countries such as Japan, South Korea, and Vietnam have also experienced a mix of influence on the tourism divestment while also indicating uneasy dynamics at play.
Chinese Tourism Decline in Thailand
For years, Thailand has been the cornerstone of Southeast Asia’s tourism industry, particularly for Chinese travelers. However, recent data reveals that Chinese arrivals in Thailand have dropped by more than 34% compared to pre-pandemic levels. According to official reports from Thailand’s Ministry of Tourism and Sports, the downturn is not just a temporary blip but a prolonged trend. The projections for Chinese arrivals in 2025 suggest they will remain well below pre-2019 numbers, with the country expected to receive fewer Chinese tourists in the coming years.
Several factors contribute to this significant drop. One of the primary reasons is a perceived lack of security. Reports of high-profile crimes, particularly those involving Chinese tourists, have spread widely on social media. These incidents have heightened concerns about personal safety and contributed to the decision of many Chinese nationals to seek safer destinations. With security fears amplified by the global digital presence of incidents, Thailand’s appeal to Chinese travelers has diminished.
Moreover, issues such as poor communication and the absence of targeted marketing campaigns have compounded the problem. Unlike some of its regional counterparts, Thailand has struggled to implement effective, tourism-friendly policies that cater specifically to the Chinese market. While other ASEAN countries have capitalized on improving infrastructure and offering tailored services for Chinese visitors, Thailand has not kept pace with these changes.
Malaysia’s Rise as Southeast Asia’s Premier Chinese Tourism Hub
In contrast to Thailand’s decline, Malaysia has taken proactive measures to attract Chinese tourists, resulting in a surge in arrivals. With government policies such as visa exemptions and direct flights between China and Malaysia, the country has positioned itself as the new leader in ASEAN tourism for Chinese travelers. According to the Tourism Malaysia report, Chinese tourist arrivals have increased significantly since Malaysia eased visa restrictions and ramped up efforts to market itself as a safe, attractive destination for international tourists.
In addition to policy changes, Malaysia’s appeal lies in its diversity and rich cultural experiences, which are resonating with Chinese visitors. The country offers a wide variety of experiences, from the bustling metropolis of Kuala Lumpur to the idyllic beaches of Langkawi, making it a desirable alternative to Thailand’s previously dominant tourism offerings. Malaysia’s commitment to enhancing the Chinese tourist experience, including providing Mandarin-speaking guides and tailored promotions, has been a key factor in this growth.
Japan and South Korea: Competing for Chinese Tourists in Northeast Asia
While Southeast Asia’s tourism industry grapples with the shifting tides of Chinese arrivals, countries like Japan and South Korea are also emerging as strong competitors. Japan has long been a favorite destination for Chinese tourists, known for its combination of traditional culture, high-tech cities, and scenic landscapes. Despite the challenges of the global pandemic, Japan has rebounded strongly, attracting large numbers of Chinese visitors with the help of relaxed travel restrictions, revamped visa policies, and a focus on providing an authentic, culturally immersive experience.
South Korea, another popular destination for Chinese tourists, has faced similar growth. Although South Korea had witnessed a dip in arrivals in 2020, the country is seeing a sharp recovery in 2024. Government efforts to boost tourism, including collaborations with local businesses and luxury brands, have played a significant role in appealing to the high-spending Chinese market. South Korea’s entertainment industry, particularly K-pop and Korean dramas, continues to fuel Chinese interest, with tourists visiting for both cultural and entertainment experiences.
Vietnam’s Growing Popularity Among Chinese Tourists
Vietnam, though not traditionally a top destination for Chinese travelers, has experienced a significant rise in popularity over recent years. The Vietnamese government has worked diligently to promote tourism, particularly targeting the Chinese market. Direct flights from major Chinese cities like Guangzhou and Beijing to Vietnamese hubs such as Hanoi and Ho Chi Minh City have made it easier for Chinese tourists to access the country.
Vietnam’s appeal lies in its affordable prices, vibrant culture, and natural beauty, which have drawn the attention of younger Chinese travelers. The country’s coastal areas, such as Da Nang and Phu Quoc Island, are particularly popular for beach vacations. Furthermore, Vietnam’s status as an emerging destination for eco-tourism and cultural experiences has helped it tap into the growing trend of sustainable travel among Chinese tourists.
The ASEAN Tourism Outlook: What’s Next?
Looking ahead, the tourism outlook for ASEAN countries will continue to be shaped by the evolving preferences of Chinese tourists. While countries like Malaysia, Japan, and South Korea have strategically positioned themselves to capture a larger share of the Chinese tourism market, Thailand’s decline highlights the importance of addressing safety concerns and modernizing infrastructure to remain competitive. ASEAN governments must consider the shifting trends in travel behavior, particularly as travelers become more conscious of safety, sustainability, and cultural authenticity.
The influence of the Chinese market is undeniable, but other factors such as the growing popularity of regional tourism and the rise of long-haul travel markets will also contribute to shaping the future of tourism in Southeast Asia. Countries like Vietnam are poised to benefit from these trends, while Japan and South Korea may continue to dominate the Northeast Asian market.
Conclusion: The Future of Chinese Tourism in ASEAN
The future of Chinese tourism in ASEAN is dynamic and multifaceted. As Malaysia continues to rise as a leading destination for Chinese travelers, Thailand, Japan, South Korea, and Vietnam will all be vying for their share of the market. For Southeast Asia’s tourism sector, adapting to the changing preferences of Chinese travelers will be crucial for long-term success.
The bottom line among ASEAN countries is that those who can move first on security, niche policies, and creative marketing will be able to keep and even increase the Chinese tourist base. As the region is shaping up for rebuilding its tourism industry, nations that cater to the interests of international tourists especially from China will become the next to take the lead in the ASEAN tourism race.
Thursday, July 17, 2025
Bali, Japan, and Vietnam remain top of the list as Australia’s preferred international destinations, with the latest Travel Trends Report from the Australian Travel Industry Association (ATIA) reporting a year of high tourism growth. The rapid growth in the number of seats available to Asia reflects the Australian market’s propensity to travel to locations with rich culture, natural diversity, and a surge in tourism offering diversity.
Australian outbound travel also continued its significant growth pattern for the year ending May 2025, recording an increase of 12.5 per cent to 12.21 million trips by Australians, indicating Australians’ appetite for global adventure remains strong. This expansion was most evident in Asia, where Japan, Vietnam, and China were standout destinations. Japan took the top spot, with an impressive growth rate of 32.4%, while Vietnam closely followed with 25.8%. Asia also recorded strong growth with 26.9% growth, consolidating Asia’s status as a favourite destination for Australian travellers.
Asia Still Reigns as Australia’s Favourite Travel Destination
A variety of reasons have contributed to the dramatic increase in travel to Asia. One Asia has a wide array of attractions and experiences-from timeless cultural and historical centers to up-and-coming cosmopolitan metropolises and simply breathtaking scenery–to suit any type of Australian traveler. Bali is still a key favourite for Australian tourists, given its proximity, value, luxury, and reputation as a base for wellness seekers and adventure enthusiasts. In another story of the city, Tokyo and Ho Chi Minh City are seeing continued popularity as they appear at the top of travel plans, providing Aussies with a mix of old and new and a vibrant culture.
Nina Hedges, ATIA’s Director of Compliance & Membership, noted that Asia is proving as popular as ever in Australian travel: “Asia continues to steal the spotlight as the destination of choice for Australians, with destinations such as Bali, Tokyo, and Ho Chi Minh City featuring on the itineraries of millions.
The call of destinations such as Bali, Vietnam, and Japan is also indicative of broader regional travel trends in the Asia Pacific region, where travel to and from has never been easier, nor travel experiences more within reach. This development is likely to continue, especially as countries including Vietnam and Japan invest significantly in tourism infrastructure and special experiences that target entire demographics of travelers.
Mixed results for the USA in Outbound and Inbound Markets
Asia is the big winner, but the United States still siphons off some Australian travelers, with mixed success. Visitor arrivals from Australia to the USA increased by 4.8% year on year, rising by 8.0% in May 2025 relative to May 2024. However, US inbound tourism to Australia did not experience the same growth. US visitors to Australia plunged 3.7% in May 2025, and the annual gain was a paltry 0.6%. This mismatch underscores the difficulty of obtaining a more balanced two-way recovery in the tourism industry, while Asia receives a greater number of Australian tourists.
That said, the USA continues to be a top contender for Australians, and we saw no shortage of interest in cities including New York, Los Angeles, and Hawaii. But US travel to Australia may need a more targeted recovery effort in a post-COVID world, given the competitive environment and trends in preference towards closeby, Asian destinations.
Domestic Travel and Airline Performance
Domestically, Australian travel is reasonably constant with variation in specific routes. Melbourne-Sydney remained the busiest city pair with 811,371 seats flown in April 2025, down 1.7 per cent year-on-year. This is indicative of overall domestic air travel, which experienced some capacity growth on key routes and a minor decline on others. Domestic travel is still a key sector for the travel market in Australia, and there are people travelling there for business, for leisure, or to see family.
Meanwhile, in the international aviation market, Qantas Airways was the leading international airline with 16.5% market share in March 2025, while Jetstar continued to grow its market share to 12.3%. These figures indicate an increasingly stronger Australian domestic carrier base on particularly Asia-Pacific routes.
The Rise of Purpose-Driven Travel
In terms of Australians’ future travel habits, holidays are still the biggest driver of travel, making up 63.6% of all outbound travel in October 2025. This is accompanied by visits to friends and relatives-especially in the beginning of the year-whilst business and other forms of travel account for a smaller share of the travel market.
The increase in mission-led travel, especially in wellness, travel, and cultural tourism, suggests that Australian travelers are looking for experiences that match their personal values and emotional requirements. Wellness retreats in Bali, cultural-historical tours in Japan, and the culinary-oriented itineraries to Vietnam are all manifestations of how traveling is being redefined by a more experiential and broader lifestyle trend.
Future Outlook and Trends
As Australian travel pivots to recovery following the pandemic, these trends reflect demand for more customised, immersive travel experiences based on individual interests and tastes. Asia will continue to feature prominently on the Australian hit list with Bali, Japan, and Vietnam amongst favorites. The shifting market environment signifies a more dynamic and diverse landscape for travel, where destinations rich in tradition, culture, exploration, and health will prosper.
In summary, Australia’s outbound market has seen outstanding growth, and there’s no denying that Asia is the most popular choice for Aussies. As tastes continue to change, the travel industry must respond by offering more personalized, experiential, and sustainable forms of travel. Whether it’s the city buzz of Tokyo, the serene beaches of Bali, or the historic treasures found in Vietnam, there will always be destinations that will allow Australians to experience life-changing, emotional travel experiences.
(Source: Australian Travel Industry Association, government reports, travel industry publications, tourism market analysis)
Tags: Asia Tourism, ATIA travel report, Australia, australian travel trends, Bali, Bali travel, china, cultural tourism, curated travel experiences, film tourism, Ho Chi Minh City, International tourism, japan, Japan Tourism, Melbourne, outbound travel Australia, sydney, Tokyo, Travel Growth, usa, USA tourism, Vietnam, Vietnam Tourism, wellness tourism
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