Thailand: TAT targets Vietnamese travellers at ITE HCMC 2026

Thailand

Thailand promotes new destinations and experiences as air capacity from Vietnam grows and visitor numbers head towards 600,000 this year

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The Tourism Authority of Thailand is strengthening its push into the Vietnamese market at ITE HCMC 2026, combining trade meetings with a campaign aimed particularly at younger and higher-spending travellers. The tourism fair runs from 27 to 29 August at the Saigon Exhibition and Convention Center in Ho Chi Minh City.

Vietnam has become an increasingly important short-haul source market for Thailand. After 660,386 Vietnamese arrivals in 2025, Thailand recorded 359,932 visitors between 1 January and 18 August 2026. TAT expects the full-year figure to reach at least 600,000, with independent travellers accounting for around 71% of the market.

Thailand Pavilion brings tourism businesses together

The 20th edition of ITE HCMC is expected to attract around 600 exhibitors and generate more than 26,000 business appointments. TAT is participating with a 54-square-metre Thailand Pavilion inspired by Bangkok’s Song Wat neighbourhood.

Thai participants include airlines, hotels, resorts, golf clubs and tourism businesses. Alongside established destinations, TAT is promoting culture, wellness, sport, major events and local experiences to Vietnamese millennials, families and Gen Z travellers, as well as the incentive and luxury segments.

“Vietnam’s young, experience-driven audience, proximity and expanding air access create strong potential for higher-value travel,” said TAT Governor Thapanee Kiatphaibool. “We are presenting a more diverse Thailand through culture, wellness, sport, major events and emerging destinations.”

Air capacity rises by 7%

Improving air links are supporting the strategy. Seven airlines are expected to operate 14,437 direct flights between Thailand and Vietnam in 2026, an increase of 7%.

Vietnam Airlines launched four weekly flights between Ho Chi Minh City and Phuket in July following an agreement with TAT in May. Further connections are being developed or planned, including routes linking Da Nang with Bangkok, Phuket and Chiang Mai, as well as additional services between Ho Chi Minh City and Chiang Mai, Da Nang and Bangkok, and Hanoi and Bangkok.

Demand is also rising. Air bookings from Vietnam for June through August increased by 14.1%, while forward bookings for the remainder of 2026 are forecast to grow by between 9% and 23%.

TAT looks beyond Thailand’s established destinations

Bangkok, Chon Buri, Chiang Mai, Phuket and Krabi remain the leading destinations for Vietnamese visitors, but TAT is seeing growing interest in Kanchanaburi, Rayong, Ayutthaya, Khao Yai and Phang-nga.

Major events are another part of the strategy. Loi Krathong, Vijit Chao Phraya, Tomorrowland Thailand, Wonderfruit and the Amazing Thailand Marathon are among the events being used to encourage year-round travel.

The campaign also coincides with the 50th anniversary of diplomatic relations between Thailand and Vietnam in 2026. Through ITE HCMC and its partnerships with airlines and the travel trade, TAT aims to turn stronger connectivity and changing Vietnamese travel habits into sustained demand beyond Thailand’s traditional tourism gateways.