Tourism Thailand Losing Tourist Edge to Vietnam and South Korea

[webfact]

Ha Long Bay, Vietnam. File photo courtesy of Arianos via Wikipedia

 

Thailand's once-thriving tourism industry is experiencing a significant slowdown due to intense competition from Vietnam and South Korea. Industry executives have flagged ineffective domestic subsidy schemes and unfavourable safety perceptions as additional hurdles to growth.

 

Vietnam and South Korea are gaining attention by expanding their visa-free entry schemes, specifically targeting markets such as Belgium, the Netherlands, and China for Golden Week holidays. While Thailand's visa-free policy covers 93 countries, industry insiders stress that safety concerns and a lack of promotional initiatives hinder its effectiveness.

 

Thanapol Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA), highlights the government's tardy response to incidents affecting Thailand's safety image.

 

The government has been slow to act after facing border issues with Cambodia and an attack on Malaysian tourists in August, which has impacted confidence. The delay has led to a rise in negative sentiment on social media, challenging the country’s target of 35 million foreign arrivals in 2023.

 

IIn response to the declining tourist confidence, Atta is organising roadshows in Taiwan and India. AAs of August, Thailand welcomed 20.2 million arrivals, reflecting a 6.9% decline compared to the previous year. Chinese tourists, the largest segment, have decreased by around 30%, shifting focus to other destinations.

 

Vietnam appears to be a major beneficiary, boasting a 22.5% increase in foreign tourists in the first seven months, a total of 12.2 million. Notably, Da Nang attracted over a million South Korean tourists, reported the Bangkok Post.

 

Morrakot Kuldilok, president of the eastern chapter of the Thai Hotels Association (THA), has also noted shifts in tourist hotspots. She observed that tourists from Russia, Europe, and India are moving from Pattaya to Vietnam because they are attracted by newer and more affordable accommodations. A luxury hotel in Vietnam can cost half that of a similar property in Pattaya.

 

The Thai government has been urged to tackle challenges, including the strong baht, which has elevated hotel prices by 5-7%. A recent THA survey of 126 hotels revealed that 47% felt the domestic tourism co-payment scheme would not increase revenue, while 28% predicted only minimal gains.

 

Despite these challenges, Chon Buri remains a top destination, with 48,000 bookings projected from a pool of 300,000 in major cities. Stakeholders stress the need for swift action to rejuvenate Thailand's slipping tourism momentum.

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-15

 

[blaze master]

Thailand should check with Thailand. According to Thailand ....Thailand is booming. Well that was yesterday anyways. 

[ozz1]

Its all about the baht thailand has some other countries getting tourists now wake up before its too late  but tomorow they will say that tourism isbooming 

[ronster]

Tomorrow 500 million people have visited Thailand this year 👍🙄

[Will B Good]

2 minutes ago, ronster said:

Tomorrow 500 million people have visited Thailand this year 👍🙄

 

 

...are you sure it wasn't just last week?

[Bacon1]

Flame post removed.

 

See Forum Rule #3

 

[hotchilli]

9 hours ago, webfact said:

Thailand's once-thriving tourism industry is experiencing a significant slowdown due to intense competition from Vietnam and South Korea.

It's experiencing a significant slowdown in tourism because it's still offering the same thing that has been on offer for the last 80 years.

[Jumbo1968]

There was an article yesterday in ASEAN News indicating tourism had surged by 7.1% ?

 

[Thumbs]

Get on the bus, get off the bus! This week alone I think 3 articles have been published about tourism each giving a different narrative. Can't all be true

 

 

[loong]

10 hours ago, webfact said:

The delay has led to a rise in negative sentiment on social media, challenging the country’s target of 35 million foreign arrivals in 2023.

How old is this article??

[outsider]

Wednesday's headline was "Thailand's Tourism Soars with 20 Million Visitors in 2025", with Khun Sorawong Thienthong, Thailand's Minister of Tourism and Sports sharing the "impressive figures,". Today, Thailand is losing its "tourist edge". Do these muppets know of each other's existence? 

[Formaleins]

Obviously it seems like the flocks, swarms, murders of tourists seem to be landing in Vietnam - (Not for one minute do I believe Thailand is losing out to the S. Korean dog eaters, no way. If Thailand cannot compete with the likes of them, then maybe its time to quit)

 

On the other hand, maybe the flocks and swarms don't really fancy their two weeks in a year holiday. to be spent in a war zone.

[fredwiggy]

Sure liked Vietnam when I visited with my girlfriend in March. Will definitely go back as there's many places to see. I only saw Hanoi and a few places near it, like Halong Bay seen above. Miss those Banh Mi's also. Only thing I didn't like was seeing dogs on grills on the roads there

[Tailwagsdog]

...maybe it's many factors including the tsunami from India, China & Russia. 

[trainman34014]

8 hours ago, ozz1 said:

Its all about the baht thailand has some other countries getting tourists now wake up before its too late  but tomorow they will say that tourism isbooming 

The Elte control the Baht to suit their own needs and they want it strong.  As far as they are concerned Tourists and the Locals relying on them for a Bowl of Noodles on the table can all go to Hell !

[IsaanGuy]

It’s quite obvious that many involved in Thai tourism don’t have a clue with what’s happening in it. So they just make stuff up in order to justify their salaries and keep their jobs.

[thailand49]

12 hours ago, blaze master said:

Thailand should check with Thailand. According to Thailand ....Thailand is booming. Well that was yesterday anyways. 

So true yesterday they bragging about the millions 🤣

[Burma Bill]

1 hour ago, fredwiggy said:

Sure liked Vietnam when I visited with my girlfriend in March. Will definitely go back as there's many places to see. I only saw Hanoi and a few places near it, like Halong Bay seen above. Miss those Banh Mi's also. Only thing I didn't like was seeing dogs on grills on the roads there

  

Thanks, I also loved Vietnam, especially Hanoi with Halong Bay and Sapa as nearby tourist destinations. I made several visits to Vietnam from Khon Kaen with Air Asia, which also included Da Nang, Hue and Hoi An.  I was not impressed with Ho Chi Minh City which was too busy for me, the same reason I hate Bangkok. Being a railway enthusiast, I travelled on the Reunification Express from Saigon north to Hanoi, what a fantastic journey of 36 hours sleeping, eating and sitting in a reserved aircraft style seat with opportunities to alight and stretch one's legs.

 

Yes indeed the sight of BBQ dogs can be off-putting, but at least one does not see aggressive, barking flea/louse ridden soi dogs!

 

I agree about the Banh Mi's (baguette filled sandwiches for those that do not know)

[fredwiggy]

4 minutes ago, Burma Bill said:

  

Thanks, I also loved Vietnam, especially Hanoi with Halong Bay and Sapa as nearby tourist destinations. I made several visits to Vietnam from Khon Kaen with Air Asia, which also included Da Nang, Hue and Hoi An.  I was not impressed with Ho Chi Minh City which was too busy for me, the same reason I hate Bangkok. Being a railway enthusiast, I travelled on the Reunification Express from Saigon north to Hanoi, what a fantastic journey of 36 hours sleeping, eating and sitting in a reserved aircraft style seat with opportunities to alight and stretch one's legs.

 

Yes indeed the sight of BBQ dogs can be off-putting, but at least one does not see aggressive, barking flea/louse ridden soi dogs!

 

I agree about the Banh Mi's (baguette filled sandwiches for those that do not know)

Next time I'll go to the war memorials, tunnels and the south.......

.

[Dogmatix]

Just back from Phu Quoc.  Absolutely chokka with Chinese, Arabs and Subcontinentals.  But not overcrowded and ruined like all Thai tourist destinations. No traffic jams like Phuket.  Prices much cheaper - a small can of Tiger beer in a regular Vietnamese restaurant is 30 baht. Not many obnoxious touts.  Vietnamese have always had dual pricing but it's not in your face like Thailand with the childish notices showing Thai prices in Thai numerals that foreigners are not supposed to be able to read.  English not widely spoken but in the Thai tourism business a lot the English speakers are Burmese or Filipino.

[Elkski]

Wife being Thai means talk of Thai food and travel to Thailand and Asia comes up often with customers.   I always say go Thailand is past it's sell by date try Vietnam.    

As for men ,

I wonder how much the thickening of Thai women seen in the various blog videos  compared to S Korean, and Japan matters? 

Both men and women don't travel to where artillery is being lobbed across borders with dozens of deaths.  

Soi dogs are ugly reality in Thailand as are eating rats.  Don't forget out of all the North American game meat Lewis and Clark preferred dog. 

[818Pilot]

Wait! Wasn't yesterdays story about how great things are here and tourism doing amazing......

[Edina]

What is this news now, yesterday we were told tourist numbers were soaring ??? Was  that up or down ??? 

[Keeenok Powell]

No matter where the current best place in SE Asia to holiday is people will always come back to Thailand.Like a lot of you I’ve travelled extensively in Asia and LOS is and will always be the best country to visit or settle down in.This place is unique,most probably because the people are unique but there are loads of other things that make Thailand the best.

[CLW]

Problem is the Thai Baht. I've been recently to Taiwan, China, South Korea and Vietnam. Every of these countries gets you equal or more in terms of quantity and quality for tourist purposes.

Then add the bad publicity from Thailand in the recent months (kidnapping, scams, the short war, burning of the Malaysian tourists). Thailand's done sooner or later

[Reddavy]

13 hours ago, webfact said:

Ha Long Bay, Vietnam. File photo courtesy of Arianos via Wikipedia

 

Thailand's once-thriving tourism industry is experiencing a significant slowdown due to intense competition from Vietnam and South Korea. Industry executives have flagged ineffective domestic subsidy schemes and unfavourable safety perceptions as additional hurdles to growth.

 

Vietnam and South Korea are gaining attention by expanding their visa-free entry schemes, specifically targeting markets such as Belgium, the Netherlands, and China for Golden Week holidays. While Thailand's visa-free policy covers 93 countries, industry insiders stress that safety concerns and a lack of promotional initiatives hinder its effectiveness.

 

Thanapol Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA), highlights the government's tardy response to incidents affecting Thailand's safety image.

 

The government has been slow to act after facing border issues with Cambodia and an attack on Malaysian tourists in August, which has impacted confidence. The delay has led to a rise in negative sentiment on social media, challenging the country’s target of 35 million foreign arrivals in 2023.

 

IIn response to the declining tourist confidence, Atta is organising roadshows in Taiwan and India. AAs of August, Thailand welcomed 20.2 million arrivals, reflecting a 6.9% decline compared to the previous year. Chinese tourists, the largest segment, have decreased by around 30%, shifting focus to other destinations.

 

Vietnam appears to be a major beneficiary, boasting a 22.5% increase in foreign tourists in the first seven months, a total of 12.2 million. Notably, Da Nang attracted over a million South Korean tourists, reported the Bangkok Post.

 

Morrakot Kuldilok, president of the eastern chapter of the Thai Hotels Association (THA), has also noted shifts in tourist hotspots. She observed that tourists from Russia, Europe, and India are moving from Pattaya to Vietnam because they are attracted by newer and more affordable accommodations. A luxury hotel in Vietnam can cost half that of a similar property in Pattaya.

 

The Thai government has been urged to tackle challenges, including the strong baht, which has elevated hotel prices by 5-7%. A recent THA survey of 126 hotels revealed that 47% felt the domestic tourism co-payment scheme would not increase revenue, while 28% predicted only minimal gains.

 

Despite these challenges, Chon Buri remains a top destination, with 48,000 bookings projected from a pool of 300,000 in major cities. Stakeholders stress the need for swift action to rejuvenate Thailand's slipping tourism momentum.

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-15

 

Yesterday record numbers. Today 🤷🏼 Tomorrow 🤷🏼

[diveasia666]

Vietnam is dirt cheap now with the low dong. Great hotels and food, lovely beaches…no surprise more will go there…

[adrin]

 

 

what is it?

[PopGun]

I, personally, love Thailand.

 

When I ask people who have never been to Thailand what they think of it, according to what they've heard.

They general give a negative view, saying that they don't want to go there because it's violent and sleazy.

I try to persuade them to ignore the bad press,   because that is just headline grabbing sensationalism.

The vast majority of Thai people and Tourists are happily co-existing and enjoying life in a beautiful country.

Everyone should experience at least one holiday in Thailand, to see see that it's much more than the headlines.

I'm sure they would make a return booking.

 

[JJ-Thailand]

Mismanagement?