In the first 9 months of 2026, Khanh Hoa welcomed nearly 1.2 million arrivals of tourists from Russia and CIS countries, an increase of more than 2.5 times compared to the same period in 2025. To sustainably tap the Russian tourist market, Khanh Hoa tourism needs to diversify and improve product quality, strengthen human resource training, and at the same time build a united and healthy competitive business environment.
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| Russian tourists are welcomed upon arriving at Cam Ranh International Terminal. |
Russian tourists increase nearly threefold
Recently, Anex Vietnam Trading and Tourism Co., Ltd., in coordination with Vietjet, operated the Moscow (Russia) - Khanh Hoa air route with a frequency of 3 flights per week, expected to increase to 5 flights per week in early 2027. With this new flight route, the company's network connecting Russian cities with Khanh Hoa increased to 28 flights per week. Ms. Nguyen Thi Duyen, a representative of Anex Vietnam Trading and Tourism Co., Ltd., said that in 2026, the company is expected to welcome about 316,000 arrivals of tourists from Russia and CIS countries; and plans to welcome about 378,000 arrivals in 2027. Similarly, Ms. Hoang Thi Phong Thu, Chairwoman of the Members' Council of Pegas Misr Travel Vietnam Co., Ltd., stated that in 2026, the company will bring about 200,000 arrivals of Russian and CIS tourists to Khanh Hoa. Fun and Sun Vietnam Co., Ltd., Aqua Travel Group Co., Ltd., etc., are also actively promoting and collaborating with partners to bring more tourists to the province.
According to a report from the Department of Culture, Sports and Tourism (VH-TT-DL), in the estimated 9 months of 2026, Khanh Hoa welcomed nearly 1.2 million arrivals of tourists from Russia and CIS countries, up more than 2.5 times compared to the same period in 2025; including 966,118 arrivals of Russian tourists, an increase of 2.9 times, and 215,101 arrivals of tourists from CIS countries, an increase of 49%. This is the fastest-growing international market segment for Khanh Hoa tourism. This group of visitors mainly chooses long-stay beach resort products, healthcare, high-end retreats, family travel, along with cultural, culinary, and entertainment experiences. Tourists stay for relatively long durations and use many services, thereby contributing to improving the operational efficiency of the province's accommodation system and tourism services.
At the meeting to resolve difficulties for the Russian tourist market in early September, Comrade NGUYEN LONG BIEN - Member of the Standing Committee of the Provincial Party Committee, Permanent Vice Chairman of the Provincial People's Committee concluded: The Russian tourist market in particular and international tourist markets in general play an important role in Khanh Hoa's tourism. To develop the market efficiently and sustainably, the Provincial Tourism Association needs to act as a bridge between state management agencies and enterprises, and consider organizing regular monthly meetings to listen to recommendations from businesses. The Department of Culture, Sports and Tourism shall take the lead in formulating a focused, targeted interdisciplinary inspection plan to avoid overlaps; and advise the Provincial People's Committee on organizing quarterly dialogues between provincial leaders and tourism businesses. Businesses must strictly comply with legal regulations, properly post and adhere to listed prices, compete fairly, and join hands in building a safe, civilized, and professional tourism environment in Khanh Hoa.
According to Ms. Thai Thi Le Hang, Director of the Department of Culture, Sports and Tourism, tapping the Russian tourist market currently enjoys many advantages: Khanh Hoa's natural conditions and climate are well suited to the winter vacation needs of Russian tourists; the accommodation and tourism service system is increasingly being invested in synchronously; Khanh Hoa as a destination has long been familiar to the Russian market; and air connectivity via Cam Ranh International Airport is gradually being restored and expanded. Security and safety for tourists have been well ensured. With the current growth momentum and the ability to maintain charter flights, the market of Russia and CIS countries is projected to continue growing in the final months of 2026 and throughout the 2026 - 2030 period.
To sustainably tap the market
According to many businesses, tapping the tourist market from Russia and CIS countries currently still faces certain difficulties, as air connectivity between Khanh Hoa and Russia as well as CIS countries remains heavily dependent on charter flights; the international economic and political situation may affect the demand and spending capacity of tourists. This market also faces competition from many resort destinations in the region, while the quality of products, services, and Russian-speaking human resources still needs to be improved.
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| Russian tourists fly directly from Moscow to Khanh Hoa. |
To sustainably tap the Russian tourist market, travel businesses suggested that the province should renovate urban spaces; develop more entertainment and recreational products for long-stay international tourists; strengthen the management of foreigners illegally selling tours; and ensure service quality, safety, and responsibility toward tourists. Addressing this issue, Ms. Thai Thi Le Hang said that the Department of Culture, Sports and Tourism will coordinate with departments, sectors, and localities to inspect compliance with the law in accommodation and travel businesses, price listings, service quality, and environmental sanitation, especially in areas with high concentrations of international tourists; and at the same time study solutions to improve the quality of Russian-speaking personnel. The department will coordinate with the Provincial Police to inspect illegal tour sales spots and counters, and strictly deal with touting, failing to list prices, and price gouging.
From a long-term perspective, tourism experts believe that sustainable development is not just about increasing visitor arrivals, but more importantly about retaining tourists and encouraging them to spend more. The majority of tourists from Russia and CIS countries travel to Khanh Hoa on chartered flights, so any disruption to flight routes leads to an immediate drop in visitor numbers. Therefore, the provincial Investment, Trade and Tourism Promotion Center needs to step up the promotion of Khanh Hoa tourism in Russia and CIS countries, and coordinate with Cam Ranh International Airport and airlines to explore the development of more regular scheduled flights. The Khanh Hoa Tourism Association also needs to mobilize businesses to improve product and service quality, and strengthen connections among travel, accommodation, transport, and attraction operators. Travel companies should take the initiative to design tour programs tailored to each market, train Russian-speaking staff, and regularly exchange market information and tourist satisfaction levels to promptly resolve issues. The province needs to expand beyond central Nha Trang to surrounding areas with new products, as well as conduct regular surveys on tourist spending and satisfaction to help businesses adjust their offerings in a timely manner to cater to visitor preferences.
XUAN THANH
