Strategies for Sustainable Growth of Vietnam’s Tourism from International Markets
	Defining Vietnam: The Need for a Modern, Methodical Communication Strategy

According to Vietnam News Agency, in early July 2025, the atmosphere at the Huu Nghi Border Gate was bustling from 7 am to 8 pm every day. Although the passenger traffic was high, people lined up in the right lane, following the instructions of the Border Guard force.

According to the Huu Nghi International Border Gate Border Guard Station, thousands of passengers carry out exit and entry procedures every day. From the beginning of 2025 to the present, the unit has processed procedures for more than 1.24 million people, representing a 16% increase over the same period last year. Of which, exit and entry by passport reached over 430,000 people (up 5.8%), while exit and entry by travel document reached over 810,000 people (up 22.5%). Passengers are mainly Chinese and Vietnamese citizens for the purpose of visiting relatives, traveling, and working.

Passengers line up to complete immigration procedures at Huu Nghi International Border Gate (Lang Son) according to regulations. Photo: VNA.

In particular, from April 2025, the "two-day, one-night" tourist route between Lang Son (Vietnam) and Pingxiang (China) was officially opened with a travel permit, organized by the Department of Culture, Sports and Tourism of Lang Son province in coordination with the People's Government of Pingxiang town. This tourist route has attracted a large number of tourists to visit, shop, and explore the culture of the border area.

Captain Trinh Van Bac, Deputy Head of the Huu Nghi International Border Gate Border Guard Station, said that the control process was carried out synchronously, closely, and by regulations. Accordingly, when passengers from the inland to the border, at barrier number 2, the Border Guard will initially check the documents, means of transport, and guide them to the area for exit and entry procedures. After completing the necessary procedures, passengers move to barrier number 1 (marker area 1116) to exit to China, and the Guard will re-check the documents, and this is the final control process, ensuring there are no errors.

According to the Ministry of Culture, Sports and Tourism, the vision of a Vietnam-China border tourism belt is becoming a reality. This initiative requires not only cooperation at the local level but also flexible and open-door policies from both governments. Key measures include streamlining immigration procedures, enhancing joint inspection and control at border checkpoints, expanding cross-border railway and intercity bus routes, and, notably, promoting bilateral tourism programs involving enterprises from both countries.

Beyond mere visitor numbers, initiatives like the Magnificent Border Journey serve as meaningful opportunities to deepen mutual understanding, trust, and cooperation between Vietnam and China. When tourism is integrated with shared cultural, historical, economic, and political ties, it transcends its role as a service industry, becoming a lasting bridge of human connection between the two neighboring nations.

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