Vietnam Set to Overtake Thailand as Southeast Asia’s Top Tourist Magnet, Say Thai Operators

Is Vietnam about to dethrone Thailand as the top tourist destination in Southeast Asia?

According to leading Thai tourism operators, that possibility is closer than many expected—with Vietnam’s tourism sector gaining rapid momentum while Thailand’s post-pandemic recovery continues to lag.

Vietnam Surges Ahead with Record-Breaking Growth

In March 2024, Vietnam welcomed over 2 million foreign tourists, marking a 40% increase compared to pre-pandemic levels in 2019. Meanwhile, Thailand saw just 2.7 million arrivals, a 20% drop from its 2019 benchmark.

This dramatic reversal has left industry insiders in Thailand concerned. Thanet Supornsahasrungsi, President of the Association of Chon Buri Tourism Federation, warned that Vietnam could overtake Thailand in total foreign arrivals within just 2–3 years.

Vietnam has set its sights on 23 million international tourists in 2024, while Thailand’s Finance Ministry has already lowered its forecast from 38.5 million to 36.5 million—a reflection of stalled momentum.

Landmark 81 is a super-tall skyscraper in Ho Chi Minh City, Vietnam. The investor and primary developer for the project is Vinhomes of Vingroup, a Vietnamese corporation that is also the country’s largest real-estate company. Landmark 81 is the tallest building in Vietnam, the tallest completed building in Southeast Asia as of July 2018 and the 14th tallest building in the world.

Why Tourists Are Choosing Vietnam

So, what’s behind Vietnam’s rising star status? Thanet says it comes down to value, innovation, and accessibility:

• Lower prices: Vietnam’s all-inclusive resort packages cost about half the price of similar offerings in Thailand.
• Newer infrastructure: Modern family resorts and theme parks in destinations like Nha Trang, Da Nang, and Phu Quoc are attracting global travelers seeking fresh experiences at affordable rates.
• Foreign travel agent support: Vietnam subsidizes air travel and reduces landing fees for inbound tour operators, especially those from Russia, encouraging them to reroute tours from Phuket to Nha Trang.
• Better airport access: Major Vietnamese tourist hubs are serviced by international airports just 30 to 45 minutes from the beach, compared to over 3 hours of land travel from Bangkok to places like Hua Hin or Kanchanaburi.

Thailand’s Struggle to Catch Up

Tourism leaders in Thailand are urging the government to step up. Sanga Ruangwattanakul, President of the Khao San Road Business Association, said Bangkok could receive fewer tourists than last year as key markets like China shrink and more travelers pivot toward emerging destinations like Vietnam.

In response, the Association of Thai Travel Agents (ATTA) has proposed a 320 million THB (US$9.7 million) stimulus plan to boost Chinese tourism. The plan calls for joint investment with the private sector and includes a subsidy of 300,000 THB per flight, with the goal of attracting 150,000 Chinese tourists—estimated to generate over 8.3 billion THB in revenue.

The Bigger Picture

Vietnam’s tourism ascent is not just a regional curiosity—it’s a wake-up call for Southeast Asia’s traditional tourist giants. With its winning combination of competitive pricing, streamlined travel logistics, and government-backed innovation, Vietnam is quickly positioning itself as Asia’s next must-visit destination.

For global travelers seeking modern comforts, cultural depth, and breathtaking coastlines—Vietnam might just be the new crown jewel of Southeast Asia.

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Source: Vietnam Insider