Vietnam is a favored destination for international visitors, including those from Thailand

Tourism ties between Vietnam and Thailand remain large in scale within Southeast Asia; however, noticeable fluctuations have appeared following the post-COVID-19 recovery period. This is prompting both sides to adjust their approach, moving beyond visitor exchanges toward closer linkages in products, services, and the tourism supply chain.

According to data from the Vietnam National Authority of Tourism, in 2025, the number of Vietnamese visitors to Thailand exceeded 600,000, while Thailand remained one of Vietnam’s largest source markets, with more than 450,000 arrivals. These changes suggest there is still significant room for cooperation, but the approach needs to shift toward greater effectiveness.

Expanding cooperation from destinations to service ecosystems

One notable trend is the growing integration of tourism with related service industries. THAIFEX HOREC Asia 2026, a specialized trade fair for the hotel, restaurant, and catering (HORECA) sector held in Bangkok from March 11 to 13, went beyond a conventional trade promotion event to serve as a platform connecting businesses across the tourism service supply chain.

The participation of Vietnamese enterprises in food, hospitality, accommodation, and supply services created opportunities for direct working sessions with Thai partners, thereby expanding B2B cooperation prospects. These connections go beyond the HORECA sector and tie directly to the tourism experience, as cuisine, accommodation, and related services are increasingly decisive factors in destination choice.

From this perspective, Vietnam-Thailand tourism cooperation is evolving from “destination promotion” to “experience integration,” with the service supply chain serving as the foundation. This direction aligns with broader regional trends, where tourism is increasingly driven by overall service quality rather than relying solely on natural resources.

Pham Tien Dung, Vice Chairman of the UNESCO Hanoi Travel Club, said Vietnam and Thailand share many similarities without overlapping, making it feasible to develop linked tourism products to increase appeal. He added that cooperation between enterprises in the two countries, particularly in building multi-destination tours and sharing markets, will help extend visitor stays and increase tourist spending.

Meanwhile, Thailand has identified Vietnam as one of its key markets in the region. Speaking to the press, Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), referred to continued efforts to strengthen cooperation with ASEAN partners, including Vietnam, through joint promotion campaigns and business connectivity initiatives.

In practice, the complementarity between the two markets is clear. Vietnam has advantages in natural resources, heritage, and cultural tourism, while Thailand has developed strong capabilities in services, entertainment tourism, and consumer ecosystems. When effectively connected, these strengths can create multi-experience journeys that meet the increasingly sophisticated demands of international travelers.

The aviation network between the two countries also continues to expand, with the participation of Vietnam Airlines, Vietjet Air, and Thai Airways, helping maintain stable visitor flows and supporting travel cooperation programs.

Adjusting strategies amid regional competition

As tourism competition across Southeast Asia intensifies, both Vietnam and Thailand are adjusting their strategies toward higher quality and greater sustainability.

According to tourism data from both sides, in 2025, Thailand welcomed approximately 32.9 million international visitors, a decline of more than 7% compared to the previous year. Meanwhile, Vietnam recorded around 22 million international arrivals, continuing its strong recovery momentum. This shift reflects market fluctuations and calls for more flexible cooperation across the region.

Within ASEAN, both countries are actively participating in initiatives related to sustainable tourism, service standardization, and destination connectivity. Joint promotion in long-haul markets, along with sharing experience in destination management, is gradually becoming a more substantive area of cooperation.

Notably, the trend toward digital transformation and personalized travel experiences is opening new avenues for collaboration. As traveler behavior evolves, the role of data, digital platforms, and integrated services is becoming increasingly important, requiring closer coordination among businesses across the entire value chain.

In this context, Vietnam-Thailand tourism cooperation is no longer solely a bilateral matter but is becoming part of a broader regional linkage structure. From trade fairs to joint promotion programs, from business connectivity to multi-destination product development, the two countries are gradually shaping a cooperation model based on value chains rather than purely on visitor flows.