Thailand Faces Stiff Competition From Vietnam As Both Countries See Surge In International Arrivals And Aim For Continued Growth In 2025

Published on August 26, 2025

In 2024, Thailand and Vietnam solidified their positions arsenic 2 of Southeast Asia’s astir sought-after tourism destinations, each drafting millions of world visitors. Thailand, agelong known arsenic nan region’s leader successful tourism, welcomed 35.6 cardinal visitors, while Vietnam saw singular growth, attracting 17.5 cardinal visitors and surpassing Singapore. Despite Thailand’s continued power successful visitant numbers, Vietnam’s accelerated betterment from nan pandemic, coupled pinch its rising entreaty among travelers, is reshaping nan region’s tourism landscape. Factors specified arsenic taste diversity, emerging luxury sectors, and authorities policies aimed astatine sustainability are propelling some nations forward, highlighting a fierce title for tourism supremacy successful Southeast Asia.

Thailand and Vietnam are 2 of Southeast Asia’s astir salient tourism destinations, each attracting millions of visitors annually pinch their unsocial offerings. In 2024, Thailand maintained its position arsenic nan region’s apical destination, welcoming 35.6 cardinal world tourists. In contrast, Vietnam knowledgeable a singular increase, welcoming 17.5 cardinal visitors and securing 3rd place, overtaking Singapore successful nan process.

While Thailand continues to lead successful position of visitant numbers, Vietnam’s accelerated maturation and a betterment complaint of 98% of pre-COVID tourism levels, compared to Thailand’s 87.5%, awesome its rising prominence successful nan region. This article explores nan factors driving nan maturation of some countries, highlighting cardinal differences and similarities that style their tourism success.

1. Visitor Numbers and Recovery Speed

Thailand: With 35.6 cardinal world arrivals successful 2024, Thailand generated an estimated 1.7 trillion baht successful tourism revenue. Despite its betterment opinionated astatine 87.5% of pre-pandemic levels, nan state intends to invited 36.7 cardinal visitors by year-end. The Chinese market, on pinch Western visitors from Europe and North America, remains crucial, further fueled by world attraction from celebrated shows for illustration The White Lotus.However, a 20% diminution successful visitant numbers successful March 2024, compared to 2019, highlights immoderate ongoing betterment challenges.

Vietnam: Vietnam welcomed 17.5 cardinal world visitors successful 2024, marking a 38.9% year-on-year increase, pinch astir 4 cardinal of those arriving successful January and February alone. This 98% betterment surpasses Thailand’s maturation rate, mostly driven by an influx of visitors from India (up by 297%) and China, partially owed to information concerns successful Thailand. Vietnam is aiming for 23 cardinal arrivals successful 2025, pinch plans to rival Malaysia’s position by 2030, pinch Thailand arsenic its superior competitor.

2. Cultural and Historical Attractions

Thailand: Known for its rich | Buddhist heritage, Thailand is location to iconic temples specified arsenic Wat Pho and Wat Arun, arsenic good arsenic nan ancient ruins of Ayutthaya and Sukhothai. The country’s festivals, including Songkran and Loy Krathong, tie crowds from crossed nan world, while its renowned hospitality and vibrant nightlife, particularly successful Bangkok, lend to its tourism appeal. However, Vietnam’s rising municipality intermezo scenes are becoming progressively celebrated among travelers.

Vietnam: Offering a operation of Southeast Asian, Chinese, and French taste influences, Vietnam presents a unique entreaty pinch destinations for illustration Hanoi’s Old Quarter, nan UNESCO-listed ancient municipality of Hoi An, and nan move ambiance of Ho Chi Minh City. The country’s earthy beauty, specified arsenic Ha Long Bay and Tam Coc, besides attracts visitors willing successful taste exploration and outdoor activities. Vietnam’s little commercialized destinations supply an replacement to Thailand’s much celebrated spots.

3. Natural Beauty

Thailand: With complete 1,400 islands, Thailand boasts immoderate of Southeast Asia’s astir beautiful beaches, specified arsenic those successful Phuket, Krabi, and Koh Samui, alongside its rich | nationalist parks for illustration Khao Sok and Doi Inthanon. The state is besides making strides successful ecotourism, pinch sustainable jungle treks and marine conservation programs. However, overtourism successful celebrated areas is opening to return its toll connected nan environment.

Vietnam: Vietnam’s landscapes rival Thailand’s, offering attractions for illustration nan limestone islands of Ha Long Bay, nan pristine beaches of Phu Quoc, and nan picturesque atom terraces of Sa Pa. With authorities support for emerging destinations for illustration Da Nang and Phu Quoc, Vietnam is positioning itself arsenic an appealing replacement to Thailand’s crowded hotspots.

4. Infrastructure and Accessibility

Thailand: Thailand benefits from well-established infrastructure, including awesome airports successful Bangkok, Phuket, and Chiang Mai, arsenic good arsenic an extended home carrier network. However, congestion astatine Suvarnabhumi Airport and overburdened carrier systems successful high-traffic regions coming challenges. The country’s visa policies—offering exemptions for visitors from much than 90 countries—boost its accessibility.

Vietnam: While Vietnam’s infrastructure is developing, it still lags down Thailand successful definite areas. Airports successful Ho Chi Minh City and Hanoi are experiencing dense congestion, but nan soon-to-open Long Thanh International Airport successful 2026 is expected to boost capacity to 25 cardinal passengers. The country’s visa policies are much restrictive than Thailand’s, offering exemptions for 25 countries and e-visas for 80+ nations, but caller reforms and nonstop flights to nan U.S. are improving accessibility.

5. Culinary Tourism

Thailand: Thai cuisine, from vibrant thoroughfare nutrient to Michelin-starred restaurants, is simply a awesome tie for visitors worldwide. Dishes for illustration pad Thai and tom yum, coupled pinch cooking schools and nutrient tours, make Thailand a culinary destination. Bangkok’s eating segment stands retired for its diverseness and world acclaim.

Vietnam: Vietnam’s culinary segment is gaining world recognition, pinch restaurants now included successful nan Michelin Guide. Signature dishes for illustration pho, banh mi, and “Bia Hoi” civilization connection some affordable and authentic nutrient experiences. Vietnam’s culinary tourism appeals to some luxury travelers and budget-friendly nutrient lovers, making it a formidable rival to Thailand’s well-established nutrient scene.

6. Government Support and Promotion

Thailand: The Tourism Authority of Thailand (TAT) promotes nan “Amazing Thailand” campaign, while visa-free policies for much than 90 countries promote world arrivals. To negociate overtourism, Thailand is moving to beforehand lesser-known destinations for illustration Chiang Rai and Isaan. Furthermore, targeted subsidies, specified arsenic those for Chinese tourists, are aimed astatine reviving liking from cardinal markets.

Vietnam: Vietnam’s authorities has implemented reforms for illustration 90-day e-visas and exemptions for 25 countries, alongside important investments successful luxury tourism. Initiatives to beforehand sustainable tourism, specified arsenic nan Long Thanh Airport project, are helping nan state to execute its extremity of becoming a awesome subordinate successful Southeast Asia’s tourism segment by 2030.

7. Wellness and Medical Tourism

Thailand: Thailand is simply a leader successful aesculapian tourism, pinch world-class accommodation specified arsenic Bumrungrad Hospital offering affordable healthcare services. Wellness tourism, including spas and yoga retreats successful destinations for illustration Koh Samui, is besides flourishing, attracting health-conscious travelers from astir nan world.

Vietnam: Vietnam is becoming an emerging destination for wellness tourism, pinch luxury resorts successful places for illustration Phu Quoc and Da Nang catering to high-end visitors. Although aesculapian tourism is still successful its infancy compared to Thailand, nan country’s increasing hospitality assemblage is attracting able travelers seeking quieter alternatives.

8. Digital and Social Media Impact

Thailand: The state benefits from world vulnerability done societal media platforms, peculiarly pinch “Instagrammable” sites for illustration Maya Bay and nan Grand Palace. Influencer trading and integer campaigns thief support Thailand’s visibility successful nan world tourism market.

Vietnam: Vietnam leverages societal media to boost liking successful destinations for illustration Ha Long Bay and Hoi An. Its entreaty arsenic a little commercialized replacement to Thailand resonates powerfully pinch Gen Z and millennial travelers, pinch platforms for illustration TikTok playing a cardinal domiciled successful its increasing popularity.

9. Challenges and Competitive Landscape

Thailand: Despite its dominance, Thailand faces challenges related to overtourism, biology degradation, and concerns astir safety, specified arsenic nan high-profile kidnapping of a Chinese actor. These issues, on pinch declining liking from Chinese tourists, person created opportunities for Vietnam to capitalize connected its vibrant nightlife and taste offerings.

Vietnam: Vietnam is still moving to flooded challenges for illustration infrastructure bottlenecks and little unfastened visa policies compared to Thailand. However, its affordable recreation options, accent connected safety, and increasing attraction connected sustainable tourism position it arsenic a formidable competitor successful nan region.

Thailand continues to beryllium nan leader successful Southeast Asia’s tourism industry, pinch its rich | taste heritage, extended infrastructure, and divers attractions drafting millions of visitors each year. However, Vietnam’s accelerated growth, bolstered by a beardown betterment complaint and an accent connected affordability, sustainability, and emerging luxury offerings, signals a displacement successful location dynamics. With some countries focusing connected addressing cardinal challenges—such arsenic overtourism and infrastructure successful Thailand, and accessibility and world visibility successful Vietnam—the title betwixt these 2 tourism giants is expected to intensify. By 2030, Vietnam could surpass Malaysia arsenic nan region’s second-largest tourism destination, pinch Thailand still holding its position arsenic nan eventual competitor.