Thailand’s National Soft Power Strategy Committee believes the country’s tourism sector shouldn’t underestimate regional competitors, especially Vietnam. Vietnam is heavily investing in tourism infrastructure, such as high-speed rail, new attractions, and luxury hotels.

The Golden Bridge on Ba Na Hills (Da Nang). Photo: Hien Phung Thu

Speaking at the SPLASH Soft Power Forum 2025 last week, Marisa Sukosol Nunbhakdi, Chair of the Tourism Subcommittee, said Thailand needs to boost new investments in tourism, especially man-made development projects. Otherwise, the country risks losing its competitive advantage.

The Tourism Subcommittee Chair cited Vietnam as an example. Vietnam recently announced plans to build a 67 billion USD high-speed railway connecting Hanoi and Ho Chi Minh City. The project is expected to be completed and operational by 2035.

Ms. Marisa believes this development will benefit Vietnam's tourism. With its long and beautiful coastline, Vietnam has great potential for coastal tourism development and attracting luxury hotel projects.

Vietnam has already attracted luxury hotel brands like Capella Hanoi, designed by renowned architect Bill Bensley. Hanoi is also planning to build the Hanoi Opera House, which is expected to become a new symbol of the capital.

Festival Subcommittee member Kriengkrai Kanjanapokin said Ba Na Hills (Da Nang) is a prime example of well-planned investment in a tourism product. The famous Golden Bridge has encouraged tourists to stay longer and spend more when visiting.

According to him, Da Nang is gradually becoming a top tourist city thanks to attractive activities surrounding such projects.

“Thailand has many temples with sophisticated architecture. We should tell a new story about the tourism experience: perhaps spiritual tourism, architectural tourism, or mental wellness tourism," Mr. Kriengkrai said.

Ms. Marisa also noted that some countries have used museums and art to create a tourism identity, such as the Guggenheim Museum in Bilbao (Spain), the New Egypt Museum, and Naoshima Island (Japan), famous for its contemporary art and museum system.

She stated that with other sectors being affected by new US reciprocal taxes, tourism development should be included in the key performance indicators (KPIs) of Thai ministries and public agencies to promote inter-agency cooperation.

Another opportunity for Thailand is to develop rail tourism, connecting tourists to different provinces, similar to the models in Spain and France. These two countries attract around 100 million visitors annually thanks to their efficient rail networks.

Finally, Mr. Kriengkrai suggested that Thailand needs to revamp its traditional festivals to enhance the visitor experience and extend the stay of international tourists. The S2O Music Festival is a prime example, successfully combining the Songkran water festival with an electronic music event.

Tuan Anh (Bangkok Post)