Tourists gather at a cultural festival in Vietnam. The Tourism Authority of Thailand advocates for regional cooperation rather than competition between Southeast Asian destinations. Vietnam and Thailand should view themselves as strategic partners rather than rivals competing for regional tourism dominance, according to Thailand's deputy governor for international marketing, who emphasizes that both nations can leverage their distinct strengths to attract more international visitors to Southeast Asia. Pattaraanong Na Chiangmai, deputy governor for international marketing at the Tourism Authority of Thailand, told Tuoi Tre online newspaper on the occasion of the 50th anniversary of Vietnam-Thailand diplomatic relations that Vietnam's rapid tourism growth does not threaten Thailand's regional position. Instead, she argued, it creates major opportunities for both nations to work together and attract visitors from markets neither country has fully penetrated. From Competition to Partnership Vietnam welcomed a record 21.2 million international visitors in 2025, while Thailand received 32.97 million visitors the same year. However, the momentum has shifted dramatically. Thailand's inbound arrivals contracted by 7.23 percent from its 2024 total of 35.55 million, while Vietnam surged forward with record-breaking growth, narrowing the regional gap by approximately 11.77 million arrivals. Pattaraanong emphasized that the two countries should not approach tourism as zero-sum competition. "We have always viewed each other as friends and strategic partners working together to develop," she stated. The two nations share similarities in culture, cuisine, and lifestyles while maintaining distinct identities, creating opportunities for complementary rather than competitive tourism development. Targeting Long-Haul Markets Together Rather than focusing on which country attracts more visitors, Vietnam and Thailand should broaden their outlook and work together to tap into major long-haul markets, particularly Europe and the Americas. During a recent flight to Da Nang, Pattaraanong observed that passengers included not only Thai tourists but also many international visitors from Europe, the US, and other markets—evidence that Southeast Asia as a whole is growing in appeal to worldwide travelers. Convenient air connections linking destinations across the region are essential to this strategy. The Tourism Authority of Thailand has already signed memorandums of understanding with Vietnamese airlines and travel companies to promote a "two countries, one destination" tourism model that packages both nations as a unified travel experience for international visitors. Green Tourism and Quality Experiences Pattaraanong shared Thailand's experience developing sustainable tourism, emphasizing that meaningful change requires time and long-term commitment. She identified three priorities: strengthening communication about green tourism through digital media and key opinion leaders; ensuring community-based tourism delivers tangible benefits to local residents; and shifting industry focus from visitor volume to travel experience quality. For expatriates and foreign residents in Southeast Asia, the Thailand-Vietnam partnership approach suggests expanded tourism offerings and improved regional connectivity. Both nations increasingly recognize that attracting premium, longer-stay international visitors yields greater economic benefits than volume-focused strategies. As both Vietnam and Thailand develop their tourism infrastructure and green initiatives, the region is positioning itself as an increasingly attractive destination for discerning travelers seeking authentic cultural experiences combined with modern amenities. August 27, 2026
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