According to Ms. Thapanee Kiatphaibool, Director-General of the Tourism Authority of Thailand (TAT), Vietnam is a strategically important short-haul market for Thai tourism. A TAT survey of Vietnamese tourist behavior in 2024-2025 shows that Vietnamese tourists have a very high level of preference for Thailand, with an average return frequency of 3-4 times.
The most popular types of tourism include culinary experiences , beach tourism, cultural and historical exploration, massage and spa treatments, and nightlife. Ms. Thapanee stated, "This is a crucial foundation for Thailand to continue developing new tourism products to meet the increasingly diverse needs of Vietnamese tourists."
Ms. Thapanee Kiatphaibool, Director General of the Tourism Authority of Thailand (TAT)
Although Bangkok, Pattaya, Chiang Mai, and Phuket continue to attract Vietnamese tourists and maintain their popularity thanks to direct flights, TAT also notes that the number of Vietnamese tourists is beginning to expand to new destinations such as Kanchanaburi, Ayutthaya, Khao Yai, Phang Nga, Krabi, and this trend is increasing.
5 experiences you can't miss.
In its 2026 marketing plan, TAT emphasizes the "Value over Volume" approach. Accordingly, instead of just increasing the number of tourists, Thailand focuses on attracting high-quality tourists who are willing to spend more on experiences.
TAT implements a series of programs to promote sustainable tourism according to international standards: the STAR (Sustainable Tourism Acceleration Rating) project with over 2,300 participating businesses, and the CF-Hotels tool to help hotels calculate greenhouse gas emissions. The Thailand Tourism Awards (TTA) are held periodically to honor businesses that provide excellent products and services, aiming for sustainable development.
TAT works with tourism agencies in many countries to promote cooperation and integrated tourism.
One of the key highlights that Thailand wants to introduce to Vietnamese tourists is its soft power strategy "5 must do in Thailand" - five experiences not to be missed:
Must Taste - Delicious dishes you must try, from Michelin 3-star restaurants like Sorn to the street food of Yaowarat, the newly popular food street Banthat Thong, or the cultural street Song Wat, which attracts many tourists with its array of unique eateries and cafes.
Must Try - Activities you absolutely must try include skydiving from an altitude of 4,000m in Rayong, providing an unforgettable thrill.
Must Buy - Products that must be purchased, such as elephant print pants, Thai silk, herbal inhalers, etc., are popular with international tourists.
Must-See destinations include Jurassic World: The Experience in Bangkok and the filming locations of Jurassic World: Rebirth in Trang, Krabi, and Phang Nga.
Must See - Events and festivals to attend: Loy Krathong in Sukhothai, Vijit Chao Phraya, international sports and entertainment events such as the Thailand Marathon, SEA Games Sport & Tourism, and especially Tomorrowland Thailand 2026, the first of its kind in Asia.
Thai artisans showcase hand-painted 'Lai Yang' fabrics; Vietnamese tourists experience wearing traditional costumes at the ITE 2025 International Tourism Fair.
In parallel, Thailand also introduced a series of unique tourism products in new forms by land, rail, and water: Michelin-starred food tours on buses (Thai Food Bus Tour) in Bangkok, a 9-day luxury train journey on the Blue Jasmine Rail Journey through iconic Thai destinations such as Bangkok - Ayutthaya - Uthai Thani - Chiang Mai - Sukhothai - Bangkok, or a cruise on the ancient Suriyan Chandra boat along the Mae Klong River in Ayutthaya.
The goal is to welcome nearly 1 million Vietnamese tourists.
In response to events that affected its image as a safe country, Thailand launched the "Trusted Thailand" project with four pillars: security, payment systems, foreign languages, and public transportation.
The Thai Tourist Police Department also launched the Thailand Tourist Police app and the 1155 hotline, integrating SOS, GPS, and supporting five languages (English, Chinese, Japanese, Korean, and Russian). The Thai government is simultaneously promoting security surveillance technology (CCTV cameras), establishing a Tourist Assistance Center (TAC), and building a network of tourism and sports volunteers to assist international visitors.
TAT is also launching the "Thailand: The More You Understand, the More You Love" program to commemorate the 50th anniversary of diplomatic relations between Vietnam and Thailand (1976-2026). TAT is offering special discounts to 500 Vietnamese tourists to use for travel to Thailand. Groups of 30 or more people will also benefit from special promotions and support during the period from the end of 2025 to the beginning of 2026.
Chiang Mai businesses invite Vietnamese tourists to attend the Yi Peng Festival in November.
TAT forecasts that, barring any adverse events, the number of Vietnamese tourists visiting Thailand will fully recover by 2026, reaching at least 900,000.
Ms. Thapanee emphasized: "We believe that with diverse destinations, new experiences, and safety measures in place, Vietnamese tourists will increasingly love and become more attached to Thailand."
Source: https://thanhnien.vn/thai-lan-muon-lam-moi-de-hut-khach-viet-185250915182613112.htm
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