Thailand highlights tourism leadership at ITE HCMC 2025

Thailand

New momentum for Thailand–Vietnam cooperation and stronger ASEAN connectivity

The Tourism Authority of Thailand (TAT) is showcasing its role as a driver of regional cooperation at the International Travel Expo Ho Chi Minh City 2025 (4–6 September). Under the vision of “The New Thailand”, the country aims not only to attract travellers but also to build political, economic, and cultural bridges across Southeast Asia.

Ministerial perspective on regional responsibility

Speaking at the ministerial session, TAT Governor Thapanee Kiatphaibool said:

“Thailand is determined to move ASEAN tourism forward by deepening cooperation, expanding flight connections, and creating experiences that reflect our cultural richness and sustainable practices. Our presence in Ho Chi Minh City reaffirms Thailand’s role as a trusted partner in shaping the future of travel.”

Her participation in the panel “Shaping the Future of Tourism: Embracing Digital and Green Transformation” further underlined Thailand’s commitment to regional dialogue on sustainable growth.

Thailand Pavilion showcases diversity

Six Thai tourism businesses are represented at the pavilion, including Maple Hotel, Urbana Langsuan Hotel, Lark Holidays, Chiang Mai Night Safari, Phuket Jet Tour, and SAii Hotels & Resorts Thailand with Santiburi Koh Samui. Visitors can explore Thai heritage through live demonstrations of Lai Yang fabric painting, DIY rosebud keychains, and traditional costumes from Phetchaburi.

Five must-do experiences

TAT’s “5 Must Do in Thailand” campaign targets Vietnamese travellers with highlights ranging from Bangkok’s vibrant street food and Michelin-starred dining to adventure activities such as tandem skydiving in Rayong. Cultural festivals like Loi Krathong in Sukhothai and major international events – Tomorrowland Thailand 2026, Rolling Loud, Wonderfruit, and the Honda LPGA Thailand – add further variety.

Preparing for 50 years of relations

In 2026, Thailand and Vietnam will celebrate the 50th anniversary of their diplomatic relations. The campaign “Thái Lan, càng hiểu càng yêu” (“the more you know, the more you love”) will feature exclusive promotions and group travel benefits to mark the occasion. Vietnam is already one of Thailand’s most important short-haul markets. TAT forecasts that Vietnamese arrivals will reach at least 900,000 by 2026.

Expanding air links

Five airlines – Thai Airways, AirAsia, Vietnam Airlines, VietJet, and Vietravel Airlines – are operating more than 13,400 flights this year between six Vietnamese cities and Bangkok, Phuket, and Chiang Mai. A new Bangkok–Hai Phong service, launched by AirAsia in July, has further expanded the network.

Building trust and sustainability

To boost traveller confidence, TAT has introduced the Trusted Thailand certification, setting clear standards for safety, communication, and transport access. Nationwide initiatives include a Tourist Police mobile app, expanded CCTV systems, and additional traveller support.

At the same time, sustainable practices are being advanced through the STAR programme (Sustainable Tourism Acceleration Rating), the CF-Hotels emissions tool, and the Thailand Tourism Awards, which recognise outstanding operators in quality and sustainability.