Thailand And Vietnam Competing For Southeast Asia’s Tourism Growth With Unique Strengths And Strategic Advancements

Published on August 26, 2025

The tourism rivalry betwixt Vietnam and Thailand escalates arsenic each state tries to cater to millions of visitors utilizing strategical modern advancements and unsocial capabilities. Thailand is still astatine nan forefront and continues to lead Vietnam successful tourism since tourer infrastructure and world-renowned attractions successful Thailand, on pinch its rich | civilization and heritage, thief Thailand support its lead. However, it is noteworthy that Vietnam is catching up. Its emerging luxury tourism options successful summation to fierce authorities policies make nan state Vietnam a serving contender successful nan tourism arena. The title is bound to intensify arsenic some countries accommodate to caller traveler preferences and tourist-related problems specified arsenic infrastructure improvement and overtourism.

Thailand and Vietnam stay nan astir distinguished tourism hubs of Southeast Asia, and proceed to style nan tourism scenery of nan region. Each of these countries has uniquely positioned itself to pull world visitors, and is cumulatively receiving millions of visitors from each parts of nan world. The 2024 information highlights Thailand maintaining its lead successful Southeast Asia pinch 35.6 cardinal world arrivals, while Vietnam knowledgeable singular growth, reaching 17.5 cardinal visitors and surpassing Singapore successful wide tourer numbers.

This article explores and compares nan tourism recovery, infrastructure progress, taste attractions and, nan early strategical positioning successful nan competitory tourism manufacture of Southeast Asia, to understand nan drivers of tourism maturation successful these 2 countries.

Visitor Numbers and Recovery Pace

Thailand’s Recovery Post-COVID

Thailand, pinch its iconic destinations and established tourism infrastructure, recorded a full of 35.6 cardinal world arrivals successful 2024. This fig underscores its position arsenic nan astir visited state successful Southeast Asia. The gross generated from tourism stood astatine astir 1.7 trillion baht, a testament to nan country’s expertise to pull precocious volumes of world tourists. Despite this, Thailand’s betterment complaint stands astatine 87.5% compared to pre-COVID levels, a flimsy lag compared to immoderate of its neighbors.

The Chinese marketplace continues to beryllium a important driver for Thailand’s tourism, accounting for 1.26 cardinal arrivals successful nan first 4th of 2024 alone. Additionally, Western markets, peculiarly Europe and North America, besides lend substantially to Thailand’s tourism sector. However, nan state faced a 20% diminution successful March 2024 compared to March 2019, indicating challenges successful regaining pre-pandemic momentum, particularly pinch information concerns, specified arsenic nan wide publicized kidnapping incident of a Chinese character successful Bangkok.

Vietnam’s Rapid Growth

Vietnam, connected nan different hand, has witnessed an unthinkable surge successful its tourism figures. With 17.5 cardinal visitors successful 2024, nan state has achieved a 38.9% year-on-year summation successful arrivals. This betterment is impressive, pinch Vietnam reaching 98% of its pre-COVID tourism levels. Vietnam has seen awesome maturation successful visitors from India and China, pinch Indian arrivals reaching 500,000, marking a singular 297% summation compared to pre-pandemic figures. The state is aiming for 23 cardinal arrivals by 2025, pinch its eyes group connected overtaking Malaysia to declare nan 2nd spot successful Southeast Asia by 2030.

Cultural and Historical Appeal

Thailand’s Cultural Heritage

Thailand’s taste entreaty is anchored successful its rich | Buddhist heritage, pinch sites specified arsenic Wat Pho, Wat Arun, and nan ancient ruins of Ayutthaya and Sukhothai drafting visitors seeking belief and humanities immersion. The country’s yearly festivals, including nan Songkran h2o show and nan Loy Krathong lantern festival, are awesome draws, bringing visitors from crossed nan globe to acquisition accepted Thai customs and celebrations.

The country’s well-established estimation for hospitality, particularly successful municipality centers for illustration Bangkok, mixed pinch its vibrant nightlife successful areas specified arsenic Khao San Road, continues to heighten its taste allure. However, nan power of Thailand’s taste tourism is progressively being challenged by Vietnam’s ain emerging attractions.

Vietnam’s Cultural Diversity

Vietnam, though smaller successful position of visitant numbers, offers a rich | tapestry of taste and humanities experiences. The UNESCO-listed ancient municipality of Hoi An, nan humanities charm of Hanoi’s Old Quarter, and nan vibrant power of Ho Chi Minh City supply a striking opposition to nan much established taste offerings of Thailand. Moreover, Vietnam’s humanities relationship pinch French colonialism, evident successful its architecture, food, and culture, adds a unsocial spirit to nan nation’s taste tourism.

Vietnam’s unique culture, on pinch earthy wonders for illustration Ha Long Bay and Tam Coc (often referred to arsenic “Ha Long Bay connected land”), pull travelers who are looking for little commercialized experiences. For those seeking authenticity and taste discovery, Vietnam presents a caller replacement to Thailand’s much mainstream attractions.

Natural Attractions: A Comparison

Thailand’s Diverse Landscapes

Thailand is well-known for its tropical beaches, including nan celebrated islands of Phuket, Krabi, and Koh Samui, which proceed to tie sun-seekers and escapade lovers alike. Its nationalist parks, specified arsenic Khao Sok and Doi Inthanon, connection a wealthiness of ecotourism opportunities, including jungle treks, wildlife tours, and visits to waterfall and upland areas.

Despite these alluring destinations, Thailand faces increasing challenges from overtourism, particularly successful celebrated formation areas for illustration Phuket and Koh Phi Phi, which suffer from overcrowding and biology degradation.

Vietnam’s Undiscovered Gems

Vietnam’s earthy landscapes connection immoderate superior title to Thailand’s well-known destinations. Ha Long Bay’s iconic limestone islands are world-renowned, while destinations for illustration nan atom terraces of Sa Pa and nan pristine beaches of Phu Quoc Island supply tranquil alternatives to nan bustling tourer crowds successful Thailand.

Vietnam has made strategical efforts to diversify its tourism offerings, pinch emerging destinations specified arsenic Da Nang and Phu Quoc gaining popularity. These little crowded sites are cleanable for travelers seeking unspoiled earthy beauty and quieter experiences, positioning Vietnam arsenic a viable action for those looking to flight nan wide tourism scene.

Infrastructure and Accessibility

Thailand’s Strong Infrastructure

Thailand boasts well-developed infrastructure that includes world airports successful cardinal tourer cities specified arsenic Suvarnabhumi (Bangkok), Phuket, and Chiang Mai. Its home proscription strategy is besides robust, pinch well-connected bus, ferry, and train networks.

Despite these advancements, Thailand’s infrastructure faces strains owed to nan precocious number of visitors. Congestion astatine Suvarnabhumi Airport and overcrowded tourer hotspots, peculiarly during highest season, person made accessibility challenging. The Thai authorities has responded by promoting lesser-known destinations for illustration Chiang Rai and Isaan to trim nan unit connected much celebrated locations.

Vietnam’s Growing Infrastructure

Vietnam’s tourism infrastructure is still catching up pinch its neighbor, though accelerated improvement is underway. Airports for illustration Tan Son Nhat (Ho Chi Minh City) and Noi Bai (Hanoi) are showing signs of congestion. However, nan upcoming Long Thanh International Airport, slated to unfastened successful 2026, will importantly summation nan country’s tourism capacity, handling up to 25 cardinal passengers annually.

Vietnam’s visa policies are comparatively stricter than Thailand’s, pinch exemptions disposable for 25 countries and e-visas disposable for 80+. However, caller argumentation shifts, including 90-day e-visas and nonstop nonstop flights to nan U.S., person made it easier for visitors to visit, contributing to nan country’s growth.

Culinary Tourism

Thailand: A Culinary Destination

Thai cuisine is simply a cardinal pillar of nan country’s tourism appeal, offering everything from thoroughfare nutrient stalls serving pad Thai and tom yum to high-end eating experiences. The culinary segment successful Bangkok is considered 1 of nan astir divers and renowned successful nan world, attracting foodies from astir nan globe. Cooking schools and nutrient tours besides connection visitors nan opportunity to immerse themselves successful nan flavors and techniques of Thai cuisine.

Vietnam: A Rising Culinary Hub

Vietnam’s nutrient civilization is increasing successful world recognition, pinch dishes for illustration pho, banh mi, and “Bia Hoi” (local brew culture) capturing nan attraction of world travelers. The inclusion of Vietnamese restaurants successful nan Michelin Guide 2024 has helped elevate its culinary reputation. Vietnam’s nutrient tourism appeals not only to budget-conscious travelers but besides to luxury visitors seeking authentic experiences.

Government Policies and Promotion

Thailand’s Strategic Tourism Campaigns

The Tourism Authority of Thailand (TAT) has been instrumental successful driving tourism maturation pinch its “Amazing Thailand” campaign, which highlights nan country’s earthy beauty, taste richness, and world-class hospitality. Visa exemptions for complete 90 countries, alongside subsidies for cardinal markets for illustration China, proceed to beforehand nan state arsenic a starring tourism destination.

Vietnam’s Focused Policy Reforms

Vietnam’s authorities has actively reformed its visa policies, including 90-day e-visas and expanded exemptions for cardinal markets, to make it easier for visitors to visit. Investments successful luxury tourism and nan promotion of sustainable tourism practices person positioned nan state arsenic a rising prima successful Southeast Asia’s tourism market.

Medical and Wellness Tourism

Thailand’s Medical and Wellness Dominance

Thailand has agelong been a leader successful aesculapian tourism, attracting thousands of world visitors to its world-class hospitals for affordable healthcare services. Wellness tourism, including spas, yoga retreats, and holistic wellness resorts successful places for illustration Koh Samui and Phuket, is simply a increasing assemblage appealing to health-conscious travelers.

Vietnam’s Wellness Tourism Growth

Vietnam is progressively making a sanction for itself successful nan wellness sector, pinch luxury resorts successful Phu Quoc and Da Nang offering yoga, spa treatments, and holistic retreats. While still down Thailand successful aesculapian tourism, Vietnam’s emerging luxury tourism segment is attracting able travelers seeking tranquil, uncrowded alternatives.

Challenges and Competitive Dynamics

Thailand: Overtourism and Environmental Concerns

Overtourism remains 1 of Thailand’s biggest challenges, peculiarly successful high-traffic areas for illustration Phuket and Koh Phi Phi. The state is besides grappling pinch biology degradation successful celebrated locations and nan information concerns that tin originate successful high-profile incidents.

Vietnam: Growth Pains

Vietnam’s tourism maturation faces challenges from infrastructure bottlenecks, little elastic visa policies, and a little world marque nickname than Thailand. However, nan country’s attraction connected sustainability, affordability, and emerging luxury offerings positions it arsenic a formidable competitor successful Southeast Asia’s tourism race.

The title for nan region’s burgeoning tourer marketplace persists betwixt Vietnam and Thailand, some possessing captivating advantages to offer. Thailand retains its position arsenic nan leader owed to its developed infrastructure, cultural, and humanities attractions and famed tourer destinations. On nan different hand, nan newer competitor Vietnam is not only increasing rapidly, but its debased prices, luxurious Vietnam branded offerings, and favorable authorities policies make it an fierce competitor. As a result, some countries are forced to accommodate and continuously heighten their services to meet traveler expectations.

Thailand remains nan frontrunner successful tourism successful Southeast Asia, but nan accelerated maturation and competitory benefits of Vietnam are unsettling nan balance. While each state grapples pinch issues for illustration overtourism successful Thailand and inadequate infrastructure successful Vietnam, nan region’s tourism early will, successful ample part, beryllium defined by nan 2 contenders.