Vietnam, Thailand to advance ‘2 countries, 1 destination’ tourism cooperation model

Theeraphong Phichitkawin, director of the Tourism Authority of Thailand (TAT) Representative Office in Ho Chi Minh City, made the remarks after a signing ceremony for memorandums of understanding (MoUs) between the TAT and a number of Vietnamese airlines and travel companies in Hanoi on Tuesday.

The MoUs are meant to promote tourism activities, develop joint tourism products, and boost tourist exchanges between the two countries.

“I expect the two countries to continue developing the ‘two countries, one destination' cooperation model, connecting key destinations in Vietnam and Thailand into multi-experience journeys for international tourists,” he said.

Vietnam and Thailand have long cooperated in tourism, but in previous years, tourist flows between the two countries were imbalanced, with Thai arrivals in Vietnam lagging behind Vietnamese travelers to Thailand.

Recent data, however, show a clear move toward equilibrium in two-way tourism exchange.

Over the first five months of this year, Vietnam sent around 230,000 visitors to Thailand and welcomed approximately 223,000 Thai tourists, up from 205,000 in the same period in 2025, the TAT said.

“These figures show that two-way tourist flows are developing in a more balanced and sustainable direction,” Theeraphong said.

He asserted that the potential for tourism cooperation between Vietnam and Thailand remains strong, with room for further growth under the ‘two countries, one destination’ cooperation model.

“I believe that by cooperating instead of competing, Vietnam and Thailand can enhance the overall attractiveness of Southeast Asia as a tourism destination,” he added.

According to the TAT, Thailand remains one of the most popular destinations for Vietnamese travelers in Southeast Asia, supported by affordable tour packages, extensive flight connections, and a wide range of tourism services for families, young travelers, shoppers, and leisure visitors.

Bangkok is ranked as the top destination for Vietnamese travelers for summer 2026, according to Booking.com, a trend also reflected by local travel agencies.

Bui Thanh Tu, chief marketing officer at BestPrice Travel, a Vietnamese travel and tour company, said Thailand continues to attract strong demand among Vietnamese travelers due to its competitive pricing, diverse air routes, and well-developed tourism infrastructure.

“By contrast, Thai tourists share similar travel preferences with Vietnamese travelers. They prefer destinations with beautiful landscapes, distinctive cuisine, shopping, and short-haul itineraries,” he said.

Theeraphong noted that Vietnam has strong advantages in attracting Thai visitors.

Vietnam offers a diverse tourism ecosystem spanning islands, cultural heritage sites, natural landscapes, modern cities, and mountainous regions with distinct local identities.

In recent years, Vietnam has also expanded new tourism segments such as MICE, golf tourism, wellness tourism, agritourism, rail travel, and film tourism, catering to more diverse traveler needs.

Another key advantage is Vietnam’s safe, stable, and friendly tourism environment, which is increasingly valued as global travelers prioritize security and service quality.

Le Thi Hoa, director of Hanoitourist Travel Company, told Tuoi Tre (Youth) newspaper that tourism cooperation between Vietnam and Thailand has been long-standing and close, supported by geographic proximity and similar cultural and consumer habits.

When visiting Vietnam, Thai tourists often show interest in resort destinations such as Sa Pa in northern Lao Cai Province and coastal areas, drawn by Vietnam’s cooler climate than Thailand's and its relatively affordable travel and leisure costs, she added.