Thailand innovates to attract Vietnamese tourists

Considering Vietnam as a key market in the region, the Tourism Authority of Thailand (TAT) aims to attract nearly 1 million Vietnamese visitors by 2026 with a series of new strategies.

According to Ms. Thapanee Kiatphaibool, Director General of the Tourism Authority of Thailand (TAT), Vietnam is a short-haul market that holds a strategic position for Thai tourism. TAT's survey on Vietnamese tourist behavior in 2024 - 2025 shows that Vietnamese tourists have a very high level of interest in Thai tourism with an average return frequency of 3 - 4 times.

The most popular types include culinary , beach tourism, cultural and historical exploration, massage - spa and nightlife. Ms. Thapanee said: "This is an important foundation for Thailand to continue developing new tourism products, meeting the increasingly diverse needs of Vietnamese tourists."

Ms. Thapanee Kiatphaibool, Governor 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 noted that the number of Vietnamese tourists has begun to expand to new destinations such as Kanchanaburi, Ayutthaya, Khao Yai, Phang Nga, Krabi and is on the rise.

5 experiences not to be missed

In its 2026 marketing plan, TAT emphasizes the "Value over Volume" orientation. Accordingly, instead of just increasing the number of visitors, Thailand focuses on attracting high-quality visitors who are willing to spend more on experiences.

TAT has implemented a series of programs to promote sustainable tourism according to international standards: the STAR Project (Sustainable Tourism Acceleration Rating) with more than 2,300 participating businesses, or 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 at sustainable development.

TAT works with tourism agencies of many countries to promote cooperation and promote joint tourism.

One of the important highlights that Thailand wants to introduce to Vietnamese tourists is the soft power strategy "5 must do in Thailand" - five experiences not to be missed:

Must Taste - Must-try delicacies from 3-star Michelin restaurants like Sorn to Yaowarat street food, new trendy food streets like Banthat Thong, or Song Wat cultural street attracting many tourists with a series of unique eateries and cafes.

Must Try - Must-try activities like skydiving from 4,000m in Rayong, bring unforgettable excitement.

Must Buy - Must-buy products such as elephant pants, Thai silk, herbal inhalers... are popular with international customers.

Must Seek - Must-see destinations such as Jurassic World: The Experience in Bangkok or Jurassic World: Rebirth filming locations in Trang, Krabi, Phang Nga.

Must See - Special events and festivals to attend: Loy Krathong in Sukhothai, Vijit Chao Phraya, international events both in sports and entertainment, such as Thailand Marathon, SEA Games Sport & Tourism, and especially Tomorrowland Thailand 2026, held for the first time in Asia.

Thai artisans showcase hand-painted 'Lai Yang' fabric; Vietnamese tourists experience wearing traditional costumes at ITE 2025 International Travel Expo

At the same time, Thailand also introduced a series of unique tourism products in new forms by road, rail and water: Michelin Food Bus Tour in Bangkok, the 9-day luxury train journey Blue Jasmine Rail Journey through iconic destinations of Thailand such as Bangkok - Ayutthaya - Uthai Thani - Chiang Mai - Sukhothai - Bangkok, or a cruise on the ancient Suriyan Chandra boat along the Mae Klong River, Ayutthaya.

Target to welcome nearly 1 million Vietnamese visitors

In response to events that have affected its safety image, Thailand has launched the "Trusted Thailand" project with four pillars: Security, payment, foreign languages ​​and public transport.

The Thai Tourist Police Department also launched the Thailand Tourist Police app and hotline 1155, integrated with SOS, GPS and support for 5 languages ​​(English, Chinese, Japanese, Korean, Russian). The Thai government also promoted security surveillance technology (CCTV cameras), established a Tourist Assistance Center (TAC) and built a network of tourism and sports volunteers to support international visitors.

TAT also launched the program "Thailand: The more you understand, the more you love" to celebrate the 50th anniversary of the establishment of diplomatic relations between Vietnam and Thailand (1976 - 2026). TAT offers special incentives for 500 Vietnamese tourists to travel to Thailand. Groups of 30 or more people will also enjoy special promotions and support policies from the end of 2025 to early 2026.

Chiang Mai businesses invite Vietnamese tourists to attend Yi Peng Festival in November

TAT forecasts that if there are no adverse fluctuations, the number of Vietnamese tourists to Thailand will fully recover by 2026, reaching at least 900,000 arrivals.

Ms. Thapanee emphasized: "We believe that with the diversity of destinations, new experiences, and safety measures, Vietnamese tourists will increasingly love and be more attached to Thailand."

Source: https://thanhnien.vn/thai-lan-muon-lam-moi-de-hut-khach-viet-185250915182613112.htm