Thailand is strengthening tourism cooperation with Vietnam through ITE HCMC 2026, connecting Thai businesses with regional buyers and promoting new travel experiences.
Thailand Vietnam tourism growth is being strengthened through the Tourism Authority of Thailand’s (TAT) participation at International Travel Expo Ho Chi Minh City 2026 (ITE HCMC 2026), where Thai tourism businesses are connecting with regional buyers and presenting new experiences for Vietnamese travellers.
Taking place from 27–29 August at the Saigon Exhibition and Convention Center (SECC), the event provides TAT with a platform to expand trade partnerships, promote Thailand’s tourism products and engage with Vietnam’s growing short-haul travel market.
Thailand Pavilion highlights new travel experiences
TAT is participating through the Thailand Pavilion under the concept “New Thailand: Modern Thai Market”. The 54-square-metre pavilion draws inspiration from Bangkok’s Song Wat neighbourhood, combining heritage elements with contemporary Thai creativity.
The pavilion showcases Thai tourism products, lifestyle experiences and cultural elements while connecting Thai operators with Vietnamese buyers and consumers.
Participating Thai businesses include Thai Airways International (THAI), Gassan Legacy Golf Club in Lamphun, SAii Resort, Santiburi Koh Samui, Calypso in Bangkok, Phuket Destination Co., Ltd., Mae Jo Golf Resort & Spa in Chiang Mai and Toscana Valley Country Club in Khao Yai.
The pavilion also features Thai cultural activities, including pop-culture experiences, Thai-language games and traditional food offerings such as mango sticky rice and miang kham.
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Targeting younger and higher-value travellers
TAT is using ITE HCMC 2026 to strengthen connections with Vietnamese millennials, Gen Z travellers, families and higher-value segments, including incentive, luxury and sports tourism markets.
The strategy focuses on expanding demand beyond traditional destinations by promoting culture, wellness, sport, major events and emerging destinations across Thailand.
Vietnamese travellers are increasingly showing interest in experience-based journeys. TAT is therefore working with tour operators, online travel agencies and airlines to develop new travel opportunities and strengthen intra-ASEAN tourism.
Events and connectivity support tourism growth
Thailand is continuing to promote year-round travel through major events and festivals, including Loi Krathong, Vijit Chao Phraya, year-end celebrations, Tomorrowland Thailand, Wonderfruit and the Amazing Thailand Marathon.
Air connectivity between Thailand and Vietnam is also expanding. Seven airlines are expected to operate 14,437 direct flights between the two countries in 2026, representing a 7% increase.
Following cooperation between TAT and Vietnam Airlines, the airline launched four-weekly Ho Chi Minh City–Phuket services in July 2026. TAT is also supporting discussions on potential new routes linking Vietnam with Thailand’s key destinations.
Vietnam remains a key regional market
Demand from Vietnam continues to support Thailand’s tourism recovery and market diversification strategy. Vietnam air bookings for June–August increased by 14.1%, while forward bookings for the remainder of 2026 are forecast to rise by 9–23%.
Thailand welcomed 660,386 Vietnamese visitors in 2025. Between 1 January and 18 August 2026, the country recorded 359,932 arrivals from Vietnam, with at least 600,000 visitors expected by year-end.
Independent travellers represent around 71% of the Vietnamese market. Bangkok, Chon Buri, Chiang Mai, Phuket and Krabi remain among the most visited destinations, while interest is also growing in destinations including Kanchanaburi, Rayong, Ayutthaya, Khao Yai and Phang-nga.
Strengthening traveller confidence
As part of its market strategy, TAT continues to promote the “Trusted Thailand” initiative, which focuses on tourism standards related to security, payment systems, foreign-language communication and transport accessibility.
The initiative is supported by government measures, including the Thailand Tourist Police application, Hotline 1155, Tourist Assistance Centres and the Tourist and Sports Volunteer network.
Through ITE HCMC 2026, TAT aims to further strengthen Thailand–Vietnam tourism cooperation while creating new opportunities for business partnerships and experience-led travel growth.