According to Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, Vietnam is a crucial neighboring market. TAT's 2024-2025 survey of Vietnamese tourist behavior revealed a fondness for Thailand, with visitors returning an average of three to four times. Popular activities include culinary experiences, beach trips, cultural and historical exploration, massage and spa treatments, and nightlife.

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, discusses new experiences, introduces "5 Must Do in Thailand," and outlines Thailand's future promotional plans for Vietnamese tourists. Photo: TAT

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, discusses new experiences, introduces "5 Must Do in Thailand," and outlines Thailand's future promotional plans for Vietnamese tourists. Photo: TAT

Ms. Thapanee believes this provides a solid foundation for Thailand to develop new products catering to the diverse needs of Vietnamese tourists. Bangkok, Pattaya, Chiang Mai, and Phuket remain popular destinations thanks to direct flights. Emerging destinations such as Kanchanaburi, Ayutthaya, Khao Yai, Phang Nga, and Krabi are also gaining traction.

For 2026, TAT's marketing plan emphasizes "Value over Volume," focusing on attracting high-quality tourists willing to spend more on experiences. The agency has implemented several programs promoting sustainable tourism, including the STAR (Sustainable Tourism Acceleration Rating) project with over 2,300 participating businesses. The CF-Hotels tool, which helps hotels calculate their greenhouse gas emissions, is also being utilized. The Thailand Tourism Awards (TTA), held regularly to honor businesses offering excellent, sustainability-focused services, further diversifies options for tourists.

TAT collaborates with tourism agencies in various countries to promote cooperation and tourism. Photo: TAT

TAT collaborates with tourism agencies in various countries to promote cooperation and tourism. Photo: TAT

One notable strategy Thailand is introducing to Vietnamese tourists is "5 Must Do in Thailand."

"Must Taste" showcases three-Michelin-starred restaurants like Sorn, Yaowarat street food, and trendy food streets like Banthat Thong. The culturally rich Song Wat Road, with its diverse eateries and cafes, is also featured.

"Must Try" focuses on unique experiences like skydiving from 4,000 meters in Rayong. "Must Buy" includes popular souvenirs like elephant pants, Thai silk, and herbal inhalers. "Must Seek" features attractions like Jurassic World: The Experience in Bangkok and filming locations for Jurassic World: Rebirth in Trang, Krabi, and Phang Nga. Finally, "Must See" highlights events like Loy Krathong in Sukhothai and Vijit Chao Phraya, international sporting and entertainment events like the Thailand Marathon and SEA Games Sport & Tourism, and notably, Tomorrowland Thailand 2026, the festival's first Asian edition.

Thai artisans meticulously hand-paint "Lai Yang" fabric. Photo: TAT

Thai artisans meticulously hand-paint "Lai Yang" fabric. Photo: TAT

Thailand is also introducing unique land, rail, and water-based tourism products. Examples include Michelin-starred food tours by bus in Bangkok, the nine-day Blue Jasmine Rail Journey luxury train trip through iconic destinations like Bangkok, Ayutthaya, Uthai Thani, Chiang Mai, and Sukhothai, and cruises on the Suriyan Chandra antique boat along the Mae Klong River and in Ayutthaya.

To build trust with international visitors, Thailand launched the "Trusted Thailand" project, focusing on security, payment systems, foreign language support, and public transport. The Tourist Police Bureau launched the Thailand Tourist Police app and the 1155 hotline with SOS, GPS, and five-language support. The government is also enhancing security monitoring and establishing a network of tourism-sports volunteers to assist international visitors.

Businesses in Chiang Mai invite Vietnamese tourists to the Yi Peng Festival in November. Photo: TAT

Businesses in Chiang Mai invite Vietnamese tourists to the Yi Peng Festival in November. Photo: TAT

To commemorate the 50th anniversary of Vietnam-Thailand diplomatic relations in 2026, TAT is launching the "Thailand: The More You Know, The More You Love" program, offering special benefits to 500 Vietnamese tourists. Groups of 30 or more will also receive promotional offers and special support from late 2025 to early 2026.

TAT predicts a full recovery of Vietnamese tourism to Thailand in 2026, reaching at least 900,000 visitors. Ms. Thapanee is confident that with the diverse destinations and safety measures, Thailand will continue to grow in popularity among Vietnamese travelers.

Dan Minh