Thailand is stepping up efforts to capture growing demand from Vietnam’s younger and higher-value travellers, with the Tourism Authority of Thailand (TAT) using International Travel Expo Ho Chi Minh City 2026 (ITE HCMC) to strengthen trade partnerships and promote new tourism experiences.
Held from 27–29 August at the Saigon Exhibition and Convention Center (SECC), the 20th edition of ITE HCMC brought together tourism suppliers, buyers and travellers from across the Lower Mekong Region.
TAT showcased Thailand through a pavilion themed “New Thailand: Modern Thai Market”, inspired by Bangkok’s Song Wat neighbourhood.
The concept combines traditional Thai heritage with contemporary creative culture, highlighting experiences spanning culture, wellness, sport, events, food and emerging destinations.
TAT Governor Thapanee Kiatphaibool said Vietnam remains an important short-haul market, with its young, experience-driven population, geographical proximity and expanding air connectivity creating opportunities to grow higher-value travel to Thailand.
“We are presenting a more diverse Thailand through culture, wellness, sport, major events and emerging destinations, while building partnerships that can turn these interests into sustained travel demand,” she said.
Seven airlines are expected to operate 14,437 direct Thailand–Vietnam flights in 2026, an increase of 7% year on year. Air connectivity has also expanded following a memorandum of understanding between TAT and Vietnam Airlines in May.
Vietnam Airlines began operating four weekly Ho Chi Minh City–Phuket flights in July, while TAT is pursuing additional connections, including potential VietJet Air services linking Da Nang with Bangkok and Phuket, as well as Da Nang–Chiang Mai.
Other planned or proposed services include VietJet Air’s Ho Chi Minh City–Chiang Mai route, THAI’s Da Nang–Bangkok service and Nok Air’s Hanoi–Bangkok route.
The stronger connectivity comes as demand from Vietnam continues to build.
Air bookings for Thailand during June–August increased 14.1%, while forward bookings for the remainder of 2026 are forecast to rise by between 9% and 23%.
TAT is targeting millennials, Gen Z and families, alongside higher-value segments such as incentive, luxury and sports tourism. It is also working with tour operators, online travel agencies and airlines to develop sales incentives and group travel programmes.
The strategy extends into 2027 through the “Thái Lan, càng hiểu càng yêu” – “Thailand: The More You Know, The More You Love” campaign, which marks the 50th anniversary of Thailand–Vietnam diplomatic relations in 2026.
Vietnamese travellers continue to represent a significant source market for Thailand. The country welcomed 660,386 Vietnamese visitors in 2025, while 359,932 arrivals were recorded between 1 January and 18 August 2026. TAT expects at least 600,000 Vietnamese visitors for the full year.
Independent travel dominates the market, accounting for around 71% of Vietnamese arrivals. Bangkok, Chon Buri, Chiang Mai, Phuket and Krabi remain the leading destinations, while interest in secondary destinations is growing.
