VNAT’s Chairman Nguyen Trung Khanh having a meeting with Deputy Director-General of the Department of Culture, Radio, Television and Tourism of Zhejiang Province Chen Rufu

At the meeting, VNAT’s Chairman Nguyen Trung Khanh expressed his appreciation to Deputy Director-General Chen Rufu for attending the Vietnam tourism Roadshow in Hangzhou - the third stop for the Vietnamese delegation in this promotion programme. He also highlighted his strong impression of Hangzhou’s tourism development model and its system of products and services, particularly the way local authorities have successfully leveraged China’s distinctive cultural values.

Vietnamese travellers have long regarded Hangzhou as one of China’s most renowned destinations, and a symbol of the charm of Zhejiang Province. Earlier this month, Zhejiang held a cultural exchange and tourism promotion event in Ha Noi, attended by Deputy Minister of Culture, Sports and Tourism of Vietnam Ho An Phong. This demonstrates the province’s effective work in product development and marketing, attracting widespread interest from international visitors, including those from Vietnam.

VNAT’s Chairman Nguyen Trung Khanh emphasised that China remains one of Vietnam’s most important source markets. Chinese visitors consistently rank first among international arrivals to Vietnam, with a significant proportion coming from Zhejiang. Numerous direct flight routes currently connect major cities of the two countries, including Hangzhou, creating favourable conditions for boosting tourism flows.

Vietnam offers a wide range of tourism products that match the preferences of visitors from Zhejiang. In winter, Chinese travellers often seek warm destinations, making the south-central coastal region and the southern provinces of Vietnam highly attractive, thanks to their year-round temperate climate, beautiful beaches, vibrant landscapes and distinctive cuisine. Conversely, Vietnamese travellers are drawn to Hangzhou for its pleasant weather across all four seasons, its historical architecture and its rich cultural heritage.

Chairman Nguyen Trung Khanh noted that the Vietnam National Authority of Tourism had previously signed a Memorandum of Understanding with the Department of Culture, Radio, Television and Tourism of Zhejiang Province for the 2010-2015 period, which has now expired. To further tap into the cooperation potential, he proposed that both sides study the possibility of renewing the agreement, with a view to strengthening coordination and mutual support in tourism promotion activities.

VNAT’s Chairman Nguyen Trung Khanh gifting souvenir to Deputy Director-General of the Department of Culture, Radio, Television and Tourism of Zhejiang Province Chen Rufu

Welcoming the Vietnamese delegation to Hangzhou, Deputy Director-General Chen Rufu stated that Zhejiang, located in eastern China, is an economically dynamic province with strong outbound tourism demand. Local travellers are particularly fond of Southeast Asia, with Vietnam remaining one of their top choices.

To deepen tourism cooperation between Vietnam and China in general, and between Vietnam and Zhejiang Province in particular, Mr. Chen proposed four priority areas for future collaboration. Specifically, the two sides should increase tourism promotion activities in each other’s markets to enhance mutual understanding and stimulate tourism flows; strengthen cooperation between Vietnamese and Chinese tourism businesses to foster visitor exchange; expand partnerships between tourism training institutions, including exchange of lecturers and students; and share experience in applying digital technology and artificial intelligence (AI) to tourism development.

Deputy Director-General Chen expressed confidence that the series of Vietnam tourism promotion events across major Chinese cities would help attract the interest of businesses, investors and tourists, encouraging them to choose Vietnam as a priority destination.

Deputy Director-General of the Department of Culture, Radio, Television and Tourism of Zhejiang Province Chen Rufu VNAT’s gifting souvenir to

Chairman Nguyen Trung Khanh

Agreeing with Mr. Chen’s proposals, VNAT’s Chairman Nguyen Trung Khanh affirmed that these pillars form a solid foundation for enhanced bilateral tourism cooperation. He particularly emphasised the importance of collaboration in digital transformation and the application of digital technology and AI - critical drivers for breakthrough tourism development. He also underlined the need to strengthen cooperation in tourism human resources training, as service quality directly depends on workforce competence.

In addition, he encouraged airlines from both countries to expand flight routes and increase flight frequencies in line with market demand. He also suggested that both sides actively participate in and support the organisation of each other’s major international tourism events, such as the VITM Ha Noi, ITE Ho Chi Minh City (Vietnam), CITM and the China-ASEAN Expo (China).

VNAT’s Chairman Nguyen Trung Khanh further proposed that the two sides work closely to effectively implement the Cultural and Tourism Cooperation Plan 2023-2027 signed by the Ministers of Culture and Tourism of both countries. As Vietnam and China celebrate the 75th anniversary of diplomatic relations (1950-2025) and the Vietnam-China People-to-People Exchange Year 2025, he expressed hope that the two sides would continue to support and co-organise tourism promotion activities to deepen mutual understanding and further stimulate bilateral tourism exchange.

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