Published on
September 6, 2025
The Tourism Authority of Thailand (TAT) has joined forces with Thai operators to promote Thailand’s tourism potential at the International Travel Expo Ho Chi Minh City 2025 (ITE HCMC 2025). Organized between September 4 and 6 at the Saigon Exhibition & Convention Centre in Ho Chi Minh City, this top travel show was an important platform for Thailand to consolidate its tourism sector in Vietnam, one of the key source markets for the country.
With Vietnamese travelers helping fuel Thailand’s tourism growth, the TAT’s attendance at ITE HCMC is consistent with a campaign to increase tourism exchanges between ASEAN nations and encourage two-way visitation. Thailand aims to reinforce its presence in Vietnam and further develop its strong foundation in current markets.
Targeting Vietnamese Tourists with the “Thái Lan, Càng Hiểu Càng Yêu” Campaign
At the heart of TAT’s participation at ITE HCMC 2025 is the launch of the “Thái Lan, Càng Hiểu Càng Yêu” campaign (meaning “Thailand, the more you know, the more you love”). This initiative focuses on attracting 900,000 Vietnamese visitors to Thailand by 2026. Thapanee Kiatphaibool, Governor of TAT, emphasized that the aim of participating in ITE HCMC was to expand Thailand’s tourism base by targeting new customers, particularly from Vietnam, while preserving existing markets. The campaign seeks to boost awareness of Thailand’s diverse tourism offerings and cultural charm, ensuring that Vietnamese tourists have a compelling reason to visit Thailand more frequently.
Expanding Business Opportunities Through B2B and B2C Engagements
ITE HCMC 2025 provided a significant opportunity for tourism industry operators to engage in Business-to-Business (B2B) discussions and Business-to-Consumer (B2C) sales. TAT invited six Thai tourism operators, including travel agencies, hotels, and entertainment attractions, to participate in these sessions. These interactions allowed Thai operators to connect with Vietnamese travel agencies, tour operators, and potential consumers to foster business relationships and promote tourism products.
The expo also provided an opportunity for TAT to display Thailand’s cultural richness, such as live demonstrations of traditional arts from Phetchaburi, including gold leaf painting and DIY rose flower creation from fabric. Such immersive cultural experiences helped demonstrate the diverse attractions Thailand has to offer and gave Vietnamese visitors a glimpse of the authentic Thai culture that awaits them.
Strengthening Regional Cooperation: ASEAN Tourism Leaders Unite at ITE HCMC 2025
In a bid to enhance regional cooperation, Thapanee Kiatphaibool participated in the High-Level Tourism Forum on “Shaping the Future of Tourism: Embracing Digital and Green Transformation” alongside other senior tourism executives from ASEAN countries. The forum addressed the future of tourism and how the industry can evolve in response to digital changes and environmental challenges.
One key area discussed was how to leverage technology and sustainable practices to drive tourism growth while maintaining environmental integrity. This session emphasized the importance of collaboration within the ASEAN region to create innovative tourism experiences and promote eco-friendly and sustainable travel options.
Thailand’s Future Tourism Growth: Expanding the Vietnamese Market and Strengthening Regional Ties
Thailand’s active participation in ITE HCMC 2025 and the launch of the “Thái Lan, Càng Hiểu Càng Yêu” campaign aim to solidify the country as a leading destination for Vietnamese travelers. The expansion of direct travel routes and cultural exchange initiatives between Thailand and Vietnam is expected to create mutual growth in tourism arrivals. As the Vietnamese market continues to grow, Thailand’s tourism sector will benefit from increased spending by Vietnamese tourists and a rise in tourist traffic.
Sustainable Tourism and Economic Growth: Thailand’s Long-Term Tourism Strategy
Thailand’s emphasis on sustainability and responsible tourism, highlighted by its participation in the Strategic Conclave on World Heritage and Sustainable Tourism and the Green Tourism Plan 2030, is expected to position the country as a model destination for eco-conscious travelers. The ongoing development of tourism products that align with global eco-tourism trends will not only attract visitors but also support local communities and environmental conservation efforts.
A Bright Future for Thai-Vietnamese Tourism Cooperation
The collaboration between Thailand and Vietnam in the tourism sector is poised for sustained growth, with the Vietnamese market becoming a cornerstone of Thailand’s tourism expansion strategy. By participating in key tourism fairs like ITE HCMC, TAT is laying the groundwork for long-term partnerships that will help both countries achieve their tourism goals. The strategic focus on sustainable tourism, business cooperation, and cultural exchange will continue to strengthen the tourism ties between the two countries, creating benefits for businesses and communities.
Thailand-Vietnam Tourism Ties Set to Flourish
Thailand’s involvement in ITE HCMC 2025 is a calculated step to boost the country’s tourism profile and position itself as a premier destination for Vietnamese tourists. Through joint initiatives, focused campaigns, and cultural exchange, Thailand is not only improving its tourism infrastructure but also taking decisive steps towards regional tourism cooperation. With projections to receive 900,000 Vietnamese tourists by 2026, the future of Thailand-Vietnam tourism relations seems set to witness increased growth and success.
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