What could a Chinese rebound mean for Nha Trang?
In my recent analysis of Nha Trang, one point stood out: the destination generates very high visitor volumes, but its international market remains concentrated around a small number of countries.
Previous analysis: https://lnkd.in/p/gerMFGGt
Vietnam’s new pilot visa exemption for Chinese tour groups could make this question even more relevant. Since October 12, Chinese visitors traveling on package tours organized by licensed Vietnamese tour operators can enter Khanh Hoa visa-free, provided they fly directly to Cam Ranh airport. The scheme runs until the end of 2027.
China was once by far Nha Trang’s largest international market. In 2019, Khanh Hoa welcomed around 2.5 million Chinese visitors, representing close to 70% of international arrivals.
The picture is different today. In the first half of 2026, South Korea accounted for around 40% of international visitors to Khanh Hoa, Russia and CIS countries 24%, and China 12%. Together, these three markets represented roughly 76% of international arrivals.
For hotels and resorts, stronger Chinese demand would clearly be welcome. It could support occupancy, air connectivity and the use of the large accommodation capacity already in place. But the way this demand is organized also matters.
Under the new scheme, eligible visitors must travel on package tours organized by licensed Vietnamese tour operators. This means part of the recovery could be channeled through a relatively concentrated distribution structure, adding another layer of dependence alongside source-market concentration.
For hotel operators, the question therefore goes beyond occupancy:
• What share of room nights and revenue depends on each market?
• How much business depends on a limited number of intermediaries?
• How exposed is the hotel to changes in air capacity, regulation or demand?
Perhaps the next question for Nha Trang is not how many more tourists it can attract, but how concentrated its future visitor mix should be.