Asia’s tourism landscape is undergoing a dynamic transformation as Vietnam has emerged as the region’s most-visited country during the first quarter of 2024, outpacing popular destinations like Thailand and Indonesia, according to recent travel industry data highlighted by Hindustan Times. A staggering 10 million international tourists flocked to Vietnam in the first three months alone, reflecting the country’s surging appeal as well as shifting travel trends within Southeast Asia.
This news is especially significant for Thai readers as Thailand, long regarded as Asia’s tourism powerhouse, now faces stiff competition from neighboring Vietnam. The first quarter figures underscore a need for the Kingdom to re-examine its tourism strategies to maintain relevance amid rapidly evolving traveler preferences. With Vietnam attracting more arrivals than Thailand and Indonesia—both mainstays on the Asian tourism circuit—the development signals a new era of competition and innovation in the region’s travel sector.
Vietnam’s soaring tourism numbers are credited to several interlocking factors. The government’s relaxed visa policies, targeted marketing campaigns, and post-pandemic travel incentives have made the nation more accessible and attractive to both regional and long-haul visitors. Popular destinations like Da Nang, Hanoi, and Ho Chi Minh City have seen record footfall thanks to their melding of historical charm, vibrant nightlife, burgeoning food scenes, and affordable luxury. Moreover, Vietnam’s relatively low cost-of-living allows international travelers to extend their stays and enjoy more experiences for less—an important draw as global economic uncertainties linger.
In comparison, Thailand welcomed about 9.4 million tourists during the same period, placing it just behind Vietnam according to official figures (Bangkok Post). While this remains a robust performance, it comes amid ongoing challenges such as fluctuating baht exchange rates, rising costs in popular resort areas, and the need to diversify offerings beyond traditional hotspots like Phuket and Pattaya. Tourism Authority of Thailand officials have responded by emphasizing “quality over quantity” in efforts to attract high-spending travelers and strengthen sustainable tourism practices.
Regional tourism experts suggest that Vietnam’s rise is less a threat to Thailand than an opportunity to innovate. An official from the Association of Thai Travel Agents noted: “Vietnam’s success demonstrates that flexible visa rules and modernized infrastructure can rapidly boost arrivals. Thailand must continue to adapt—focusing on experience-based tourism, authentic local culture, and new destinations to regain momentum.” Travel industry commentators believe that while Vietnam’s meteoric growth reflects pent-up post-pandemic demand, recent strategic investments in infrastructure and digital marketing have fundamentally raised its long-term profile.
Some Thai analysts point to historical and cultural similarities between the two countries, as both draw travelers with a mix of heritage sites, tropical beaches, street food, and rich traditions. Yet there are important differences: Vietnam’s emerging cities and relatively untapped coastal regions offer novelty for frequent travelers who have already explored Thailand’s iconic destinations. Furthermore, Vietnam’s government has actively promoted events, festivals, and cultural experiences to attract diverse visitor demographics—from backpackers to luxury travelers (Vietnam News Agency).
For Thailand, the challenge moving forward lies in sustaining its reputation for world-class hospitality while addressing over-tourism, environmental concerns, and shifting global travel habits. Major stakeholders—ranging from tourism operators to government tourism agencies—are accelerating campaigns to spotlight emerging destinations such as Nan, Chiang Rai, Trang, and Isaan, meanwhile incentivizing repeat visits through new cultural festivals, wellness retreats, and eco-friendly travel options (TAT Newsroom).
Comparing recovery trajectories, Thailand’s tourism sector is aiming to return to pre-pandemic levels by the end of 2025, leveraging its extensive flight connections and hospitality infrastructure. However, with the global tourism recovery still uneven, the emergence of competitors like Vietnam highlights the need for continuous adaptation.
Looking ahead, Thai experts suggest pragmatic recommendations: streamline visa applications (such as introducing more visa-free access for priority markets), invest in digital tools to enhance traveler experiences, expand language services, and foster new public-private collaborations to develop untapped tourism jewels across the Kingdom. Tourists’ preferences are tilting towards immersive travel, local experiences, and sustainable activities—a direction Thailand is well-positioned to serve, provided innovation remains at the forefront.
In light of these shifts, Thai travelers and tourism professionals are encouraged to embrace regional collaboration, learn from innovative models in neighboring countries, and identify fresh avenues to make Thailand the preferred destination for future generations. While the latest numbers reflect healthy competition, they also offer a powerful reminder: Asia’s tourism crown is up for grabs, and the next chapter will be written by those most willing to lead with creativity, agility, and authenticity.