TAT Governor Thapanee Kiatphaibool cited the results of the 2024–2025 survey on Vietnamese travel behavior, saying that Vietnamese tourists have a strong preference for Thailand, with an average return frequency of 3–4 times.

Vietnamese visitors are particularly drawn to Thai cuisine, beach tourism, cultural and historical exploration, massage and spa services, and nightlife activities. In addition to popular destinations such as Bangkok, Pattaya, Chiang Mai, and Phuket, Vietnamese tourist arrivals are increasing in emerging locations including Kanchanaburi, Ayutthaya, Khao Yai, Phang Nga, and Krabi, according to the survey.

Governor Thapanee emphasised that Vietnam is a priority market within ASEAN. Thailand’s tourism sector aims to attract at least 900,000 Vietnamese tourists in 2026, while shifting its strategy from quantity to quality (“Value over Volume”) to rebalance the market and promote sustainable growth.

Thailand will focus on attracting high-spending tourists and actively develop sustainable tourism through initiatives such as the STAR project, which ranks tourism sustainability; the CF-Hotels tool, helping accommodations calculate greenhouse gas emissions; and the Thailand Tourism Awards, recognising businesses that meet TAT’s sustainability criteria, she said.

Placing visitor safety and quality at the forefront, Thailand has launched the “Trusted Thailand” initiative to strengthen core pillars including security, payment systems, language support, and public transport. The Thai Tourist Police have also introduced a mobile app and hotline 1155, integrating SOS, GPS, and five languages, namely English, Chinese, Japanese, Korean, Russian. The government is further enhancing security with CCTV monitoring, establishing a Tourist Assistance Centre (TAC), and building a network of tourism and sports volunteers to support international visitors.

To enhance appeal, Thailand is promoting the “5 Must Do in Thailand” experience package: Must Taste – must-try cuisine; Must Try – must-do activities; Must Buy – must-purchase products; Must Seek – must-visit attractions; and Must See – can’t-miss cultural events and festivals. Examples include Michelin-starred restaurants like Sorn and street food in Yaowarat; skydiving from 4,000 meters in Rayong; Thai elephant pants, silk, and herbal inhalers; Jurassic World: The Experience in Bangkok; Loy Krathong in Sukhothai; and the first-ever Tomorrowland Thailand in Asia in 2026.

Thailand also introduces unique new tourism products via road, rail, and waterways, including the Thai Food Bus Tour featuring Michelin cuisine in Bangkok, the nine-day luxury Blue Jasmine Rail Journey connecting iconic destinations (Bangkok – Ayutthaya – Uthai Thani – Chiang Mai – Sukhothai – Bangkok), and a traditional Suriyan Chandra boat cruise along the Mae Klong River in Ayutthaya.

Governor Thapanee expressed confidence that with diverse destinations, fresh experiences, and enhanced safety measures, Vietnamese tourists would continue to favour and return to Thailand in increasing numbers.

Vietnam overtakes Thailand as top travel destination for Chinese tourists

VOV.VN - Vietnam has overtaken Thailand to become the top destination in the region for Chinese tourists, recording a historic 3.5 million arrivals as of August 2025.