Vietnam emerged as Asia’s most-visited country in the first quarter of 2024, outperforming Thailand and Indonesia with about 10 million international visitors in the first three months. The finding highlights a shift in regional travel trends and growing competition in Southeast Asia, according to travel industry data reported by a major Indian daily.
For Thai readers, the news carries practical implications. Thailand has long been a tourism powerhouse, but rising competition from Vietnam invites the Kingdom to rethink its approach. Early 2024 figures show Vietnam ahead of both Thailand and Indonesia in visitor numbers, signaling a new era of innovation and strategic refinement in the regional travel market.
Vietnam’s surge is driven by several linked factors. The government’s visa policies, targeted marketing, and post-pandemic incentives have made travel easier and more appealing for both regional and long-haul visitors. Destinations such as Da Nang, Hanoi, and Ho Chi Minh City attract visitors with a blend of history, nightlife, food culture, and affordable luxury. A relatively low cost of living also lets travelers extend stays and enjoy more experiences, even amid global economic uncertainties.
Thailand welcomed roughly 9.4 million visitors in the same period, according to local media and official data. While this remains a strong performance, it comes with ongoing pressures such as currency fluctuations, higher costs in popular beach towns, and the need to diversify beyond established hubs like Phuket and Pattaya. Tourism authorities in Thailand are prioritizing “quality over quantity” to attract high-spending travelers and promote sustainable tourism.
Industry analysts view Vietnam’s rise as a signal to innovate rather than a setback for Thailand. A senior official from a leading Bangkok travel association noted that flexible visa rules and upgraded infrastructure can swiftly boost arrivals. Thailand is being urged to emphasize experience-driven travel, authentic local culture, and new destinations to maintain momentum. Observers attribute Vietnam’s growth to post-pandemic demand and targeted investments in infrastructure and digital marketing that raise its long-term appeal.
Both countries share common ground in offering heritage sites, beaches, street food, and rich traditions. Yet Vietnam’s newer urban centers and lesser-explored coastlines provide novelty for repeat travelers. The government’s active promotion of events and cultural experiences aims to attract a diverse mix of travelers, from backpackers to luxury visitors, contributing to its rising profile.
Thailand faces the challenge of sustaining world-class hospitality while addressing over-tourism, environmental concerns, and evolving traveler preferences. Stakeholders across tourism operators and government agencies are accelerating efforts to spotlight emerging destinations such as Nan, Chiang Rai, Trang, and Isaan. Initiatives include cultural festivals, wellness retreats, and eco-friendly travel options to entice both new and returning visitors.
Looking ahead, Thailand plans to accelerate visa innovations—potentially expanding visa-free access for priority markets—while expanding digital tools to enhance traveler experiences and support multilingual services. Public-private partnerships are being encouraged to unlock new tourism assets across the Kingdom. The trend toward immersive, sustainable travel aligns with Thai strengths in culture and nature.
The region’s evolving landscape invites greater collaboration among Thai travelers and tourism professionals. By learning from neighboring markets and accelerating innovative models, Thailand can cultivate fresh experiences and appeal to the next generation of visitors. The latest data underscore Asia’s competitive tourism future, where creativity, agility, and authentic storytelling will determine leadership.