From November 20–27, 2025, the Vietnam National Administration of Tourism (VNAT) continues its tourism promotion program across three major Chinese cities: Shanghai, Nanjing, and Hangzhou. This important initiative aims to capture the new wave of international travelers while opening up comprehensive upgrade opportunities for Vietnam’s Hotel – Restaurant – Catering (HORECA) industry.
China’s strong reopening after a long period of disruption is considered a “golden boost” for Vietnam to drive tourism growth, upgrade infrastructure, and apply modern technologies in operations and customer experience.
VNAT Boosts Tourism Promotion in China – A Leading Strategic Market
The program is led by VNAT, with Director General Nguyễn Trùng Khánh heading the delegation, and aims to realize the following goals:
- Achieving double-digit economic growth
- Meeting the ambitious target for international tourist arrivals in 2025
- Advancing Vietnam’s tourism strategy during a strong recovery phase
Shanghai, Nanjing, and Hangzhou are among the largest outbound tourism hubs in China. Strengthening connections with these markets allows Vietnam to approach groups of high-spending travelers who prioritize premium services and modern technology.
Vietnam’s HORECA Sector Faces the Need for Comprehensive Upgrades
To effectively welcome Chinese travelers, HORECA businesses need to focus investments on:
1. Hotel & Restaurant Operation Technologies
- PMS (Property Management System): optimizing room management, booking, and operations
- CRM (Customer Relationship Management): managing customer data and personalizing services
- Digital payments: integrating Alipay, WeChat Pay, and other popular payment solutions for Chinese tourists
Modern operation technologies help businesses increase efficiency, reduce manual errors, and optimize customer experience.
2. Enhancing Customer Experience (CX) Through Technology
- Applying AI in customer service and support
- Smart rooms with IoT and automated controls
- Intelligent F&B systems that optimize preparation and service
These factors create an international-standard experience that aligns with the expectations of Chinese travelers—who highly value fast, convenient, and personalized services.
3. Upgrading F&B Quality and Standards
For the Chinese market, key criteria include:
- Clean ingredients with transparent origin
- Standardized food preparation processes
- Commitments to sustainability and food safety
This is an opportunity for Vietnamese F&B suppliers to innovate, elevate quality, and enhance competitiveness.
Vietnam–China B2B Connection: A Significant Opportunity for Businesses
During the promotion program, business-to-business (B2B) networking plays a central and large-scale role. This brings practical opportunities for the HorecFex community—businesses providing equipment, technology, and F&B solutions for hotels and resorts.
Key Benefits of B2B Activities:
- Expanding international cooperation with major hotel and travel corporations in China
- Introducing Vietnam’s HORECA technology solutions to foreign partners
- Strengthening connections with aviation and logistics sectors to increase flight frequency and improve visitor accessibility
B2B networking helps Vietnamese enterprises sign new contracts, expand markets, and elevate their regional standing.
Creating a Synergistic Effect – Opening a New Growth Phase for Vietnam’s HORECA Sector
Previous promotion programs in Beijing, Chongqing, and Chengdu have shown very positive results. The next promotional activities in Shanghai, Nanjing, and Hangzhou are expected to create a strong synergistic effect, contributing to:
- Increasing the number of Chinese visitors to Vietnam
- Accelerating digital transformation across the HORECA industry
- Elevating hotel and restaurant service standards to an international level
- Enhancing commercial cooperation between businesses of both countries
This is a golden moment for Vietnam’s HORECA sector to break through.
China’s strong reopening not only brings a new source of international visitors, but also serves as a strategic turning point that enables Vietnam’s HORECA industry to transform boldly. This is the perfect time for hotel–restaurant–F&B businesses to restructure, invest in technology, and elevate service standards—thereby building sustainable competitive advantages in the new growth era.
As travelers become increasingly demanding, the businesses that seize opportunities quickly, proactively digitize operations, standardize quality, and expand international partnerships will become the market leaders. And now is the moment for Vietnam’s HORECA sector not only to keep pace with global trends but also to redefine its image in the eyes of international visitors.
With its role in supporting the HORECA ecosystem, HorecFex commits to being a trusted partner, providing modern technology solutions, equipment, and F&B products that help businesses enhance efficiency, optimize operations, and improve customer experience.
The opportunity is here – and the time for Vietnam’s HORECA industry to rise to a new level is right now.