Thailand and Vietnam: A Comparative Analysis of Tourism Growth in Southeast Asia

Thailand and Vietnam are two of Southeast Asia’s most prominent tourism destinations, each leveraging unique strengths to attract millions of visitors annually. In 2024, Thailand welcomed 35.6 million international tourists, maintaining its position as the region’s top destination, while Vietnam, with 17.5 million arrivals, surged to third place, surpassing Singapore.

Despite Thailand’s lead in visitor numbers, Vietnam’s rapid growth, with a 98% recovery of pre-COVID tourism levels compared to Thailand’s 87.5%, highlights its rising prominence. This article compares the key factors driving Thailand and Vietnam’s growth as tourism powerhouses, drawing on data from the Tourism Authority of Thailand (TAT), the Vietnam National Authority of Tourism, and industry insights.

1. Visitor Numbers and Recovery Pace

• Thailand: In 2024, Thailand recorded 35.6 million international arrivals, generating approximately 1.7 trillion baht in revenue. Its recovery stands at 87.5% of 2019 levels, with a target of 36.7 million visitors by year-end. The Chinese market (1.26 million in Q1 2024) and Western markets (Europe, North America) remain critical, bolstered by high-profile exposure like The White Lotus Season 3. However, March 2024 saw a 20% decline compared to March 2019, signaling challenges in regaining pre-pandemic momentum.
• Vietnam: Vietnam welcomed 17.5 million international visitors in 2024, a 38.9% year-on-year increase, with nearly 4 million arrivals in January-February alone (30.2% growth). Its 98% recovery rate outpaces Thailand, driven by a surge in visitors from India (500,000, up 297% from pre-COVID) and China, partly due to safety concerns in Thailand, such as the high-profile Bangkok kidnapping of a Chinese actor. Vietnam aims for 23 million arrivals in 2025 and plans to overtake Malaysia by 2030, with Thailand as its main competitor.

2. Cultural and Historical Appeal

• Thailand: Thailand’s cultural allure is anchored in its Buddhist heritage, with iconic sites like Wat Pho, Wat Arun, and the ancient ruins of Ayutthaya and Sukhothai. Festivals like Songkran and Loy Krathang draw global crowds. Its “Land of Smiles” hospitality and vibrant nightlife, particularly in Bangkok’s Khao San Road, enhance its appeal. However, Thailand’s nightlife faces competition from Vietnam’s emerging urban entertainment scenes.
• Vietnam: Vietnam offers a unique blend of Southeast Asian, Chinese, and French cultural influences, evident in Hanoi’s Old Quarter, Hoi An’s UNESCO-listed ancient town, and Ho Chi Minh City’s bustling energy. Natural wonders like Ha Long Bay and Tam Coc (“Ha Long Bay on land”) attract culture and nature enthusiasts. Vietnam’s cultural diversity and sense of “discovery” appeal to travelers seeking less commercialized experiences compared to Thailand’s well-known landmarks.

3. Natural Attractions

• Thailand: With over 1,400 islands, Thailand’s beaches (Phuket, Krabi, Koh Samui) and national parks (Khao Sok, Doi Inthanon) cater to diverse travelers. Ecotourism initiatives, such as sustainable jungle treks and marine conservation, align with global trends. However, overtourism in popular areas strains resources and ecosystems.
• Vietnam: Vietnam’s landscapes, including Ha Long Bay’s limestone islands, Phu Quoc’s beaches, and the rice terraces of Sa Pa, rival Thailand’s offerings. Emerging destinations like Da Nang and Phu Quoc are gaining traction, supported by government efforts to diversify tourism. Vietnam’s less crowded sites appeal to travelers seeking alternatives to Thailand’s busier hotspots.

4. Infrastructure and Accessibility

• Thailand: Thailand’s well-developed infrastructure includes major airports (Suvarnabhumi, Phuket, Chiang Mai) and extensive domestic transport networks (buses, trains, ferries). However, congestion at Suvarnabhumi Airport and infrastructure strain in high-traffic areas pose challenges. Visa exemptions for 90+ countries and strategic airline partnerships enhance accessibility.
• Vietnam: Vietnam’s infrastructure is improving but lags behind Thailand. Airports like Tan Son Nhat (Ho Chi Minh City) and Noi Bai (Hanoi) face congestion, though the upcoming Long Thanh International Airport (opening March 2026) will boost capacity to 25 million visitors. Vietnam’s visa policies are less open than Thailand’s, with exemptions for 25 countries and e-visas for 80+, but recent expansions (e.g., 90-day e-visas, nonstop U.S. flights) have driven growth.

5. Culinary Tourism

• Thailand: Thai cuisine, from street food to Michelin-starred restaurants, is a global draw. Dishes like pad Thai and tom yum, combined with cooking schools and food tours, make Thailand a culinary powerhouse. Bangkok’s dining scene remains unmatched in variety and recognition.
• Vietnam: Vietnam’s culinary scene is gaining international acclaim, with the Michelin Guide’s 2024 inclusion of Vietnamese restaurants elevating its profile. Pho, banh mi, and “Bia Hoi” culture offer affordable, authentic experiences. Vietnam’s food tourism appeals to high-end travelers and budget-conscious foodies, competing with Thailand’s established reputation.

6. Government Policies and Promotion

• Thailand: The TAT’s “Amazing Thailand” campaign and visa-free policies for over 90 countries drive arrivals. Efforts to promote secondary destinations (Chiang Rai, Isaan) aim to reduce overtourism. Subsidies targeting Chinese tourists (e.g., a proposed 320 million baht initiative) address declining interest from key markets.
• Vietnam: Vietnam’s proactive visa reforms (e.g., 90-day e-visas, exemptions for 25 countries) and investments in luxury tourism position it as a rising star. The government’s focus on sustainable tourism and infrastructure upgrades, like the Long Thanh Airport, supports ambitious goals to rival Thailand by 2030.

7. Medical and Wellness Tourism

• Thailand: Thailand leads in medical tourism, with hospitals like Bumrungrad offering world-class care at low costs. Wellness tourism, including spas and yoga retreats in Phuket and Koh Samui, is a growing sector, appealing to health-conscious travelers.
• Vietnam: Vietnam is emerging in wellness tourism, with luxury resorts in Phu Quoc and Da Nang catering to affluent travelers. While medical tourism is less developed than Thailand’s, Vietnam’s focus on high-end hospitality is attracting luxury travelers seeking uncrowded alternatives.

8. Digital and Social Media Influence

• Thailand: Thailand’s “Instagrammable” sites, like Maya Bay and the Grand Palace, benefit from global social media exposure, amplified by The White Lotus. Influencer marketing and digital campaigns maintain its visibility.
• Vietnam: Vietnam leverages social media to promote Ha Long Bay, Hoi An, and emerging destinations like Phu Quoc. Its appeal as a less commercialized alternative resonates with Gen Z and millennials, with platforms like TikTok driving interest.

9. Challenges and Competitive Dynamics

• Thailand: Overtourism, environmental degradation, and safety concerns (e.g., the Bangkok kidnapping incident) threaten Thailand’s dominance. Declining Chinese tourist interest and competition from Vietnam’s vibrant nightlife (e.g., Ho Chi Minh City) require strategic responses.
• Vietnam: Infrastructure bottlenecks, less open visa policies, and lower global brand recognition compared to Thailand hinder Vietnam’s growth. However, its affordability, safety perception, and focus on sustainable tourism position it as a strong challenger.

Thailand remains Southeast Asia’s tourism leader, with its established infrastructure, cultural landmarks, and diverse offerings attracting 35.6 million visitors in 2024. However, Vietnam’s rapid ascent, with 17.5 million arrivals and a 98% recovery rate, signals a shift in regional dynamics. Vietnam’s affordability, emerging luxury sector, and proactive policies make it a formidable competitor, particularly for travelers seeking novel experiences. While Thailand’s established brand and infrastructure give it an edge, Vietnam’s growth trajectory suggests it could challenge Malaysia’s second-place ranking by 2030, with Thailand as its ultimate rival. Both nations must address challenges—overtourism and infrastructure for Thailand, and accessibility and global awareness for Vietnam—to sustain their growth in Southeast Asia’s competitive tourism landscape.

Note: Data sourced from the Tourism Authority of Thailand, Vietnam National Authority of Tourism, and industry reports as of June 2025.

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