Vietnam, Thailand should look beyond competition to grow tourism together: Thai official

Pattaraanong told Tuoi Tre (Youth) online newspaper on the occasion of the 50th anniversary of Vietnam-Thailand diplomatic relations that Vietnam's rapid tourism growth does not put pressure on Thailand; instead, it creates major opportunities for the country.

She said the two countries can work together to tap into major markets such as Europe and the Americas.

Vietnam's tourism growth creates opportunities

Vietnam welcomed a record high of more than 21 million international visitors in 2025, prompting discussion about whether it could challenge Thailand's long-standing position as a regional tourism powerhouse.

Pattaraanong said the two countries should not approach tourism as a zero-sum competition.

"We have always viewed each other as friends and strategic partners working together to develop," she said.

Vietnam and Thailand share similarities in culture, cuisine and lifestyles while retaining distinct identities, creating opportunities for the two destinations to complement each other rather than compete head-to-head.

Vietnam's growing tourism industry therefore does not put pressure on Thailand but creates opportunities for both sides, she said.

During a recent flight to Da Nang, Pattaraanong said she noticed that the passengers included not only Thai tourists but also many international visitors from Europe, the U.S. and other markets.

The observation highlighted the growing appeal of Southeast Asia as a whole, as well as the importance of convenient air connections linking destinations across the region.

Rather than focusing on which country can attract more visitors than the other, Vietnam and Thailand should broaden their outlook and work together to attract visitors from major long-haul markets, particularly Europe and the Americas.

"We should embrace the spirit of friends moving forward together," she said.

From green tourism to better experiences

Pattaraanong also shared Thailand's experience in developing green and sustainable tourism, saying that meaningful change requires time and a long-term shift in thinking.

Thailand itself has faced challenges similar to those Vietnam is encountering today and had to go through a lengthy process of changing its approach and developing appropriate tourism technologies.

She identified three key priorities for building a successful green, high-quality tourism model.

First, communication and public awareness need to be strengthened to help travelers understand what green tourism means and encourage them to adopt more sustainable practices.

Digital media and key opinion leaders can help communicate these messages in a natural and accessible way.

Second, community-based tourism needs to deliver tangible benefits to local residents. People should clearly understand what value and economic benefits they can derive by participating in tourism activities.

Third, the industry should shift its focus from visitor numbers to the quality of the travel experience.

This means paying attention to every stage of a trip, from searching for information and booking tickets to experiences at the destination.

Providing thoughtful service throughout this entire journey can leave visitors with lasting memories and encourage them to return.

Da Nang winning over Thai travelers

Pattaraanong recently visited Da Nang on a tourism survey trip and said she was deeply impressed by the destination, including Hoi An.

Thai travelers have long known about and loved Hoi An, she said, but each visit offers something new.

The ancient town has done a good job preserving its historic architecture and traditional cultural values while developing a wide range of engaging cultural experiences.

Thai and other international visitors are particularly attracted to activities such as taking boats along the Hoai River while releasing floating lanterns, watching traditional bai choi (a folk gambling game and music) and cheo (traditional northern Vietnamese music and performance), and participating in folk games that have been preserved and passed down through generations.

These distinctive experiences are among Hoi An's core strengths and help give the destination a strong appeal among international visitors.

Da Nang also left a strong impression on Pattaraanong, who had previously visited the city before the COVID-19 pandemic.

Returning this time, she was struck by the city's transformation.

Da Nang has developed into a vibrant coastal destination offering a broad range of activities and experiences, combining a dynamic and modern atmosphere with the tranquil, historic character of Hoi An, she said.

Together, the two destinations form a highly complementary travel experience, offering visitors both contemporary coastal experiences and cultural heritage.

Thailand targets young Vietnamese travelers

The Tourism Authority of Thailand is also looking to attract new groups of Vietnamese travelers, particularly young families and Gen Z tourists.

Thailand plans to offer these visitors new perspectives, distinctive experiences and lesser-known destinations, along with products and services tailored to their preferences.

One of its key priorities is "Healing Luxury," a segment combining high-end leisure travel with wellness and health care experiences.

To make travel more convenient, Thailand is focusing on destinations with direct flights from Vietnam, including Bangkok and Phuket.

Beyond destinations that are already highly familiar to Vietnamese travelers, Thailand plans to develop new tourism products in nearby provinces around Phuket to offer greater variety and deeper experiences.

Stronger neighbors, stronger Southeast Asia

Rather than trying to overtake each other, Vietnam and Thailand should strengthen tourism exchanges, share experiences and build connections between destinations, Pattaraanong said.

When both countries become stronger, Southeast Asia as a whole can become a more attractive, safe and rewarding destination for travelers from around the world.

In 2025, Thailand maintained a substantial lead in overall international tourism over Vietnam, welcoming 32.97 million visitors compared to Vietnam's 21.2 million. 

However, the two Southeast Asian neighbors experienced contrasting momentum throughout the year: while Thailand's inbound arrivals contracted by 7.23% from its 35.55 million total in 2024, Vietnam surged forward with record-breaking numbers, narrowing the regional gap by roughly 11.77 million arrivals.