Thailand is sharpening its focus on Vietnam's younger, more affluent travelers, using the International Travel Expo Ho Chi Minh City 2026 (ITE HCMC) as a platform to deepen trade relationships and showcase fresh tourism offerings. The Tourism Authority of Thailand (TAT) is betting on a demographic shift in the Vietnamese outbound market, where millennials and Gen Z are increasingly seeking premium and experience-led travel.
Held from 27–29 August at the Saigon Exhibition and Convention Center (SECC), the 20th edition of ITE HCMC drew tourism suppliers, buyers, and travelers from across the Lower Mekong Region. TAT's pavilion, themed “New Thailand: Modern Thai Market,” drew inspiration from Bangkok's Song Wat neighborhood, blending traditional Thai heritage with contemporary creative culture. The concept spotlights experiences spanning culture, wellness, sport, events, gastronomy, and emerging destinations.
TAT Governor Thapanee Kiatphaibool underscored Vietnam's strategic importance as a short-haul market, citing its young, experience-driven population, geographic proximity, and expanding air connectivity as key drivers for 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.
Air connectivity expansion fuels growth
Air links between Thailand and Vietnam are set to expand significantly. Seven airlines are expected to operate 14,437 direct flights between the two countries in 2026, a 7% year-on-year increase. This follows a memorandum of understanding signed between TAT and Vietnam Airlines in May, which has already yielded new services.
Vietnam Airlines launched 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 routes include VietJet Air's Ho Chi Minh City–Chiang Mai service, THAI's Da Nang–Bangkok route, and Nok Air's Hanoi–Bangkok link.
The enhanced 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%.
Targeting high-value segments
TAT is focusing on millennials, Gen Z, and families, alongside higher-value segments such as incentive, luxury, and sports tourism. The authority is collaborating with tour operators, online travel agencies, and airlines to develop sales incentives and group travel programs. This aligns with broader regional efforts to attract premium travelers, as seen in Indochina's unified campaign for high-value peak season travel.
The strategy extends into 2027 through the “Thái Lan, càng hiểu càng yêu” – “Thailand: The More You Know, The More You Love” campaign, which also marks the 50th anniversary of Thailand–Vietnam diplomatic relations in 2026. The campaign aims to deepen cultural affinity and encourage repeat visits.
Vietnamese travelers remain 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. This trend mirrors the broader shift toward slower, more immersive travel experiences seen in other Asian markets.
Thailand's push comes as Vietnam's own tourism sector gains momentum, with a 20% surge in arrivals intensifying rivalry between the two destinations. By targeting younger, higher-value travelers, Thailand aims to maintain its competitive edge in the region.
