Thailand Targets Younger, Higher-Value Vietnamese Travellers
Thailand is targeting younger and higher-spending Vietnamese travellers as it expands tourism promotion and air connectivity between the two countries. At ITE HCMC 2026, the Tourism Authority of Thailand showcased culture, wellness, food, sports and emerging destinations, with Thailand targeting at least 600,000 Vietnamese visitors in 2026.
Vietnam is an increasingly important short-haul tourism market for Thailand, supported by geographical proximity, a young population and expanding direct flights.
Independent travellers already represent around 71% of Vietnamese arrivals, creating opportunities for hotels, restaurants, attractions and secondary destinations to capture spending beyond traditional package tourism.
TAT plans to focus on Millennials, Gen Z, families, luxury, incentive and sports travellers, while working with airlines, tour operators and online travel agencies.
Air connectivity is also expanding, with new and proposed routes involving Bangkok, Phuket, Chiang Mai, Da Nang, Hanoi and Ho Chi Minh City.
The strategy will extend into 2027 through the “Thailand: The More You Know, The More You Love” campaign.
2025:
Thailand welcomes 660,386 Vietnamese visitors →
May 2026:
TAT and Vietnam Airlines sign cooperation agreement →
July:
Vietnam Airlines launches Ho Chi Minh City–Phuket service → January 1
August 18:
Thailand records 359,932 Vietnamese arrivals →
August 27–29:
TAT promotes Thailand at ITE HCMC →
Full-year 2026:
Target of at least 600,000 visitors.
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