Vietnam Overtakes Thailand in Tourism: A Call for Adaptation and Innovation

Thansettakij•Economy•6h ago

Reader Briefing

Vietnam's rapid tourism growth challenges Thailand's long-held ASEAN leadership, necessitating strategic adaptation and digital innovation.

•Thailand, once a dominant force in ASEAN tourism, is facing significant challenges as Vietnam emerges as a powerful competitor, driven by strategic policies and rapid growth.
•While Thailand experienced a difficult adjustment period in 2024-2025, Vietnam achieved historic success in tourism in 2025, surpassing pre-pandemic levels.
•To regain its leadership, Thailand must focus on quality over quantity, enhance digital infrastructure, and foster regional collaboration, including a common visa system.
•Vietnam's development of a national super app, 'Visit Vietnam,' utilizing AI and blockchain, highlights a proactive digital strategy that Thailand needs to counter.

Overview

•In 2019, Thailand hosted nearly 40 million tourists, holding the largest market share in ASEAN.
•In 2025, Vietnam's tourism saw a historical record with 21.1-21.2 million foreign arrivals, a 20.4% increase from 2024.
•In 2025, Thailand's foreign tourist numbers decreased to 32.97 million, a 7.23% drop, with revenue falling 4.71% to 1.53 trillion THB.
•The decline in Thai tourism in 2025 was primarily due to a 33.8% contraction in the Chinese market, which had only recovered to 40% of pre-COVID levels.
•Yuthasak Supasorn described Thai tourism during 2024-2025 as a 'difficult period of adjustment.'
•Vietnam aims to attract 25 million foreign tourists and boost domestic travel to 150 million trips in 2026, targeting 1.47 trillion THB in revenue.
•Thailand is advised to integrate five dimensions: restoring confidence, targeting premium markets, developing a national digital ecosystem, addressing ESG issues, and forming strategic regional partnerships.
•Vietnam is developing a super app 'Visit Vietnam' using AI and blockchain, aiming for completion by 2027, to consolidate all tourism information.

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Source: Thansettakij (Original)

Key Quotes

Yuthasak Supasorn

"The overall picture of Thai tourism during 2024-2025 reflects a "difficult period of adjustment.""

ภาพรวมการท่องเที่ยวไทยในช่วงปี 2024-2025 สะท้อนถึง "ช่วงการปรับฐานที่ยากลำบาก"

Yuthasak Supasorn

"Thailand should play a leading role as a center in pushing for a Common Visa List."

ไทยควรสวมบทบาทเป็นผู้นำและศูนย์กลางในการผลักดันนำระบบวีซ่าร่วม (Common Visa List) มาใช้

Adith Chairattananon

"Future competition will not be solely about "tourist numbers" but will be measured by Trust, Safety, Emotional Experience, High Spending, and Speed of Adaptation."

การแข่งขันในอนาคตจะไม่ใช่เพียงเรื่อง "จำนวนนักท่องเที่ยว" แต่ จะวัดกันที่ Trust, Safety, Emotional Experience, High Spending และ Speed of Adaptation

Key Entities

Place

Vietnam(เวียดนาม)ℹ️

A Southeast Asian country that is rapidly growing its tourism sector and challenging Thailand for regional leadership.

Thailand(ไทย)ℹ️

A Southeast Asian country currently facing challenges in its tourism sector and seeking to maintain its leadership position in ASEAN.

Organization

ASEAN(อาเซียน)ℹ️

An economic, political, and security union of countries in Southeast Asia, where tourism competition is a key focus.

Industrial Estate Authority of Thailand (IEAT)(การนิคมอุตสาหกรรมแห่งประเทศไทย ( กนอ .))ℹ️

A Thai government agency relevant to industry and economic development, whose chairman is providing analysis on tourism.

Tourism Authority of Thailand (TAT)(การท่องเที่ยวแห่งประเทศไทย ( ททท. ))ℹ️

The former agency of Yuthasak Supasorn, responsible for promoting tourism in Thailand.

Than Setthakit(ฐานเศรษฐกิจ)

A Thai business and economic newspaper that interviewed Yuthasak Supasorn for this article.

Thai Travel Agents Association (ATTA)(สมาคมไทยธุรกิจการท่องเที่ยว ( แอตต้า ))

An association representing tourism businesses in Thailand, whose secretary-general provided an analysis of the competitive landscape.

Person

Yuthasak Supasorn(ยุทธศักดิ์ สุภสร)

Chairman of the Industrial Estate Authority of Thailand (IEAT) and former Governor of the Tourism Authority of Thailand (TAT), providing insights and recommendations on the tourism industry.

Adith Chairattananon(อดิษฐ์ ชัยรัตนานนท์)

Secretary-General of the Thai Travel Agents Association (ATTA), offering insights on the competitive dynamics between Thailand and Vietnam in tourism.

Law

Destination Thailand Visa (DTV)

A Thai visa policy offering a 5-year validity and 180-day stay per year, aimed at attracting Digital Nomads and high-spending individuals.

Visit Vietnam

A planned national super app for Vietnam, intended to consolidate tourism information using AI and blockchain.

Strategic Dual Visa Policy

Vietnam's visa policy offering 45-day visa exemption for target countries and 90-day e-visas for all countries.

Amazing Thailand

Thailand's global tourism brand, known worldwide and contributing to the country's country image.

TTDI

A tourism development index that Vietnam aims to rank in the top 30 by 2030.