Since early this year, China's Ministry of Culture and Tourism and state media have repeatedly flagged shopping scams targeting elderly Chinese tourists on low-cost Vietnam tours. But official figures only scratch the surface; family accounts on social media reveal more insidious tactics that are harder to guard against.
One newly reported scheme involves tours marketed as “customer appreciation trips” for clients of Chinese insurance companies. Near the end of the itinerary, the guide announces an “upgraded dinner experience” and leads the group to a local mansion. There, younger residents claim Chinese ancestry, recounting how their parents built their fortune from scratch, and repeatedly express affection for Chinese seniors. Once the emotional atmosphere is set, pearls, jade, and so-called family heirlooms are brought out, turning a friendly visit into a staged sales trap. Many elderly travelers who promised their children they wouldn't buy anything end up spending thousands of yuan—roughly $1,000 to several thousand dollars.
Why Vietnam has become a hotspot for shopping tours
The answer lies in the regulatory environment. Low-cost tour operators choose destinations where enforcement is lax. In Thailand, authorities have taken a harder line. Last May, a joint operations center involving tourism, business development, special investigation, tourism police, and immigration was established to crack down on nominee-owned travel agencies and unlicensed guides. In the prior six months, Thailand inspected 940 tourism businesses and 338 tour guides. In the first half of this year, cross-checks of company registrations and shareholder data identified 33 high-risk businesses in Bangkok, Chiang Mai, and Phuket, and revoked four operating licenses.
Zero-dollar tours haven't disappeared in Thailand, but the risk of losing licenses has raised the cost of doing business. Vietnam, by contrast, sits on the other side of the equation. In 2025, Vietnam welcomed around 5.3 million Chinese tourists, up more than 40% year on year, surpassing Thailand for the first time and accounting for nearly a quarter of Vietnam's total international arrivals. Short flight times, low hotel and transport costs, and established networks serving Chinese group tours in destinations like Nha Trang and Da Nang make Vietnam well positioned to absorb price-sensitive package travelers.
For travel professionals, this trend underscores the importance of due diligence when partnering with local operators. As Ascott's recent expansion in Vietnam shows, the market is attracting serious investment, but the shadow of informal shopping tours threatens to tarnish the destination's reputation. Meanwhile, budget alternatives are gaining traction across Asia, and Vietnam Airlines' involvement in major events signals a push for higher-value tourism. Yet, the persistence of these scams could undermine efforts to attract quality travelers.
Industry stakeholders, from hoteliers to tour operators, should monitor how Vietnamese authorities respond. If enforcement remains weak, the country risks becoming a byword for deceptive practices, much like Thailand's zero-dollar era. Conversely, a crackdown could open opportunities for legitimate operators to differentiate themselves. For now, the onus is on travel agents and insurers to vet their partners and protect vulnerable clients.
