Vietnam Challenges China and More in the Tourism Rivalry to attract Russian Travellers Amid a Booming Winter Escape Race

Image generated with Ai

Vietnam has become a key competitor to China and Thailand in attracting Russian tourists, welcoming some 1.1 million Russian travellers to date in the first nine months of 2026, representing an increase of over 160% compared with the same period last year. Due to growing demand for beach holidays, winter sports and longer overseas breaks, Vietnam’s appeal is set to grow within the Asian market. Russia has also become Vietnam’s third-largest international source market, following closely on the heels of China and South Korea. Meanwhile, China and Thailand continue to boost their tourism efforts by offering increased air connectivity, hassle-free immigration procedures and a variety of holiday options to attract Russian visitors.

Vietnam Emerges as a Major Destination for Russian Tourists with Remarkable Visitor Growth

Vietnam’s tourism industry has experienced an impressive recovery in the Russian travel market, supported by growing interest in coastal destinations, resort accommodation and long-stay holidays.

During the first nine months of 2026, approximately 1.1 million Russian visitors were recorded, reflecting growth of more than 160% year on year.

This expansion has positioned Russia as Vietnam’s third-largest international tourist source market, following China and South Korea.

Russian travellers have traditionally been attracted to Vietnam’s tropical climate, beautiful beaches and varied accommodation options. Interest has been particularly strong among holidaymakers seeking alternatives to harsh winter conditions.

The latest figures demonstrate how significantly Russian tourism has recovered since international travel was disrupted by the COVID-19 pandemic.

Russian Tourist Arrivals in Vietnam Between 2018 and 2025

Before the pandemic, 646,524 Russian tourists visited Vietnam in 2019. Visitor numbers subsequently declined sharply during the international travel restrictions of 2020 and 2021.

Recovery became more visible in 2023, when arrivals reached 125,610, followed by 232,300 in 2024.

By 2025, the total had increased to 689,714 Russian visitors, marking a substantial recovery.

The acceleration recorded in 2026 indicates that Vietnam has moved beyond its earlier recovery phase and is attracting a considerably larger share of Russian outbound holiday demand.

Vietnam Gains Ground Against China and Thailand in Russian Online Travel Searches

Vietnam’s growing popularity has also been reflected in online travel searches conducted by Russian consumers.

According to available digital travel search data, Vietnam accounted for 21% of destination-related searches across a monitored group of Asian tourism markets.

China secured the highest proportion at 31%, followed closely by Thailand at 29%.

Most-Searched Asian Tourism Destinations Among Russian Travellers

Although China and Thailand remain ahead in search popularity, Vietnam has established a significant presence among destinations being considered by Russian holidaymakers.

Accommodation research has emerged as an important part of this demand.

Approximately 51% of Vietnam-related tourism searches were associated with hotels, demonstrating the importance of accommodation selection.

The average period between an initial travel search and a hotel booking was estimated at 40 days.

This indicates that Russian travellers often compare destinations, accommodation facilities and available experiences before confirming their holidays.

For tourism businesses and destination authorities, these patterns highlight the importance of maintaining a strong digital presence throughout the holiday-planning process.

Da Nang Joins Nha Trang and Phu Quoc as a Rising Favourite Among Russian Holidaymakers

Among Vietnam’s coastal destinations, Da Nang has recorded particularly strong growth in Russian tourism.

During the first eight months of 2026, nearly 300,000 Russian visitors were welcomed to the city.

This represented a 151.4% increase compared with the corresponding period in 2025.

Russia consequently became Da Nang’s seventh-largest international tourist source market.

The city’s growing popularity was also demonstrated by a remarkable increase in online travel interest.

Available search figures showed that searches for Da Nang increased by 281%, while searches specifically associated with tourism rose by 413%.

These developments indicate that Da Nang is gaining greater recognition among Russian travellers exploring Vietnamese coastal destinations.

Previously, destinations such as Nha Trang and Phu Quoc had been particularly established in the Russian holiday market.

Da Nang’s expansion suggests that demand is becoming more geographically diverse, creating additional opportunities across the accommodation, leisure and tourism sectors.

Vietnam’s broader recovery is therefore being supported not only by established beach resorts but also by growing interest in additional coastal destinations.

China Strengthens Tourism Competition Through Visa Policies, Border Access and Hainan Resorts

While Vietnam is recording exceptional visitor growth, China is strengthening its competitive position through convenient entry arrangements, geographical proximity and tourism infrastructure.

Russian travellers are being attracted to both northern border destinations and southern holiday resorts.

In Heilongjiang province, border crossings recorded approximately 617,000 Russian visitors, representing an increase of 76.9%.

The border city of Suifenhe also benefited from Russian tourism activity, with tourism revenue reaching approximately 1.87 billion yuan during the first half of 2026.

Meanwhile, Heihe has attracted Russian visitors through shopping facilities, night markets and other urban experiences.

Special arrangements have been introduced to improve convenience for Russian-speaking travellers.

These include Russian-language services, consumer assistance hotlines and facilities supporting payments in Russian rubles.

At certain border crossings, customs clearance procedures have reportedly been reduced to approximately two minutes.

China’s visa-free entry arrangements have also been identified as an important competitive advantage.

In southern China, Hainan Island has emerged as another major destination for Russian leisure travellers.

Russian tourists reportedly account for more than 40% of international visitors to Sanya, a prominent resort city on the island.

Hotels and tourism establishments have responded by expanding multilingual assistance, international payment facilities and healthcare access.

These initiatives demonstrate how China is combining convenient border tourism with tropical resort experiences to attract different categories of Russian travellers.

Thailand Targets Two Million Russian Visitors as Beach Holidays and Wellness Tourism Expand

Thailand remains another major competitor in the Russian outbound tourism market, supported by established holiday destinations, air connections and diverse visitor experiences.

The country has established a target of attracting two million Russian tourists in 2026.

As of 3 October 2026, more than 1.28 million Russian visitors had been recorded.

Russia consequently ranked as Thailand’s fourth-largest international tourism source market, behind China, Malaysia and India.

The Russian market had already been considered important to Thailand’s tourism industry, with approximately 1.9 million arrivals previously projected for 2025.

Russia has also been regarded as Thailand’s leading European visitor market.

Established holiday destinations such as Phuket, Pattaya, Krabi and Koh Samui continue to attract considerable Russian interest.

However, demand is increasingly extending towards northern provinces, smaller islands and less crowded destinations.

Thailand has responded by strengthening airline connectivity, promoting travel safety cooperation and highlighting its cultural attractions, heritage and creative industries.

Tourism offerings are also being expanded beyond conventional beach holidays.

Interest has been reported in wellness retreats, outdoor recreation, national parks and journeys combining several destinations.

Available tourism booking figures indicate that sales of Thailand holiday packages for the peak travel season beginning in November were 20–30% higher than during the corresponding period last year.

Competitive prices, varied transport options and access to quieter destinations have been identified as important factors supporting demand.

This diversification has enabled Thailand to appeal to travellers seeking both familiar resort experiences and alternative holidays.

How Vietnam, China and Thailand Compare in the Race for Russian Tourists

The three destinations are competing through different tourism strategies, with each market benefiting from distinct advantages.

Vietnam’s primary advantage has been its rapid growth in Russian arrivals, particularly in coastal destinations.

China has concentrated on improving visitor convenience, immigration access and tourism facilities, while Thailand has continued to diversify its holiday experiences.

These contrasting approaches illustrate how Asian destinations are responding to changing preferences among Russian international travellers.

What Will Determine the Future of Asia’s Growing Russian Tourism Competition?

The competition between Vietnam, China and Thailand is increasingly being shaped by factors extending beyond total international visitor arrivals.

Each destination is being supported by different competitive strengths.

Vietnam has benefited from rapidly increasing Russian visitor numbers, rising online interest and the growing popularity of coastal destinations such as Da Nang, Nha Trang and Phu Quoc.

China has developed advantages through geographical proximity, convenient border procedures, Russian-language facilities, payment options and resort tourism in Hainan.

Thailand, meanwhile, continues to benefit from established holiday destinations, air connectivity and an expanding selection of tourism activities.

Across all three countries, greater attention is being directed towards understanding booking behaviour and improving the overall visitor experience.

Simplified immigration arrangements, convenient flights, appropriate accommodation, digital tourism promotion and destination diversity are becoming increasingly important.

For Russian travellers, the availability of attractive winter holidays and longer stays remains a central consideration.

As competition intensifies, destinations that respond effectively to changing visitor preferences may be better positioned to secure future bookings.

While Vietnam’s impressive growth rates make it an attractive prospect, China’s infrastructure advantages and Thailand’s well-established tourism networks mean that the competition between these nations for Russian tourists is far from over.

The competition for the Russian market shares will ultimately be decided not by the number of visitors but by how well each nation serves their needs and provides convenient, affordable and varied holiday options.