Qingdao targets Southeast Asian tourists with direct flight

Two Vietnamese visitors enjoy coastal views during a tour in Qingdao, Shandong province, from Jan 2 to 7. [Photo provided to chinadaily.com.cn]

Qingdao has stepped up efforts to attract inbound tourists from Southeast Asia and the Republic of Korea, as Chinese cities compete to capture the "Travel China" trend at the start of the year.

More than 30 Vietnamese travel agents and over 10 online content creators visited the coastal city between Friday and Wednesday, with many arriving on the new direct flight linking Ho Chi Minh and Qingdao. The visit followed the opening of the route earlier this month, which cuts one-way travel time to about five hours, roughly half that of previous itineraries requiring transfers.

Vietnamese visitors learn about local beer culture at the Tsingtao Beer Museum during a tour in Qingdao, Shandong province, from Jan 2 to 7. [Photo provided to chinadaily.com.cn]

The delegation toured key tourism stops, including Qingdao's waterfront, historic districts, and beer-themed attractions. Organizers also highlighted winter-focused offerings such as coastal birdwatching and wedding-related tourism products, part of a niche market local authorities describe as a growing driver of off-season travel.

The Qingdao–Ho Chi Minh route currently operates 14 round-trip flights a week. Local tourism officials said they expect more Vietnamese tour groups during the upcoming Spring Festival holiday.

The Republic of Korea remains Qingdao's largest source of inbound visitors. During the recent New Year holiday, more than 100 South Korean tourists visited the city, according to local authorities, taking part in programs built around coastal scenery and cultural experiences.

Vietnamese visitors pose for a group photo during a tour in Qingdao, Shandong province, from Jan 2 to 7. [Photo provided to chinadaily.com.cn]

Qingdao's appeal to South Korean travelers is supported by its geographic proximity, expanding air links, and visa-free entry policies, officials said. These factors have helped sustain travel flows even during traditionally slower winter months.

Looking ahead, local authorities said Qingdao plans to prioritize visitor growth from the Republic of Korea and Southeast Asia, while exploring opportunities in European, North American, and Shanghai Cooperation Organization member countries. Officials added that the city aims to spread tourism demand more evenly throughout the year by diversifying products and strengthening cooperation with international partners.