Thailand seeks to win back Vietnamese tourists as arrivals fall

The Tourism Authority of Thailand (TAT), in cooperation with BenThanh Tourist, held the Incentive & Business Leisure Forum 2026-27 under the theme “The New Thailand” on Friday, introducing tourism products tailored to Vietnamese travelers, particularly corporate groups.

Nearly 291,300 Vietnamese tourists visited Thailand in the January-June period of 2026, down 21.2 percent, according to the TAT.

Despite the overall decline, the number of Vietnamese travelers returning to Thailand two to four times increased 12.5 percent.

TAT data also showed changes in Vietnamese travelers’ preferences. The share of travelers choosing diverse entertainment activities rose 7.48 percent, while the share preferring cultural festival experiences increased 6.11 percent. Event tourism grew 3.38 percent, and business-leisure travel rose 2.69 percent.

In response to these shifts, the TAT said Thailand is implementing its “The New Thailand” strategy to refresh its tourism image and offerings among Vietnamese travelers.

Instead of relying mainly on familiar destinations such as Bangkok, Pattaya and Phuket, the new strategy places greater emphasis on cultural and culinary experiences, festivals, wellness, sports, events and less familiar destinations.

Business-leisure and incentive travel, which often combine accommodation, conferences, transportation, dining, team-building activities, gala events and local experiences, are another key focuses.

BenThanh Tourist said demand among Vietnamese businesses for incentive trips, conferences, partner networking and team-building programs is growing.

The company is expanding corporate travel programs that combine sightseeing with team-building activities, sporting events, festivals and local cultural experiences.

The TAT is also developing itineraries such as Bangkok-Ayutthaya, Chiang Mai-Chiang Rai and Phuket-Phi Phi-Phang Nga to meet business needs.

The TAT said it would continue offering support for Vietnamese corporate groups traveling to Thailand through 2027.

Groups meeting requirements on size, stays of at least three nights and specific itineraries may be offered various forms of support, including souvenirs, shopping vouchers and forms of flexible support, depending on individual programs and conditions.