Published on
August 26, 2025
In 2024, Thailand and Vietnam solidified their positions as two of Southeast Asia’s most sought-after tourism destinations, each drawing millions of international visitors. Thailand, long known as the region’s leader in tourism, welcomed 35.6 million visitors, while Vietnam saw remarkable growth, attracting 17.5 million tourists and surpassing Singapore. Despite Thailand’s continued dominance in visitor numbers, Vietnam’s rapid recovery from the pandemic, coupled with its rising appeal among travelers, is reshaping the region’s tourism landscape. Factors such as cultural diversity, emerging luxury sectors, and government policies aimed at sustainability are propelling both nations forward, highlighting a fierce competition for tourism supremacy in Southeast Asia.
Thailand and Vietnam are two of Southeast Asia’s most prominent tourism destinations, each attracting millions of visitors annually with their unique offerings. In 2024, Thailand maintained its position as the region’s top destination, welcoming 35.6 million international tourists. In contrast, Vietnam experienced a remarkable increase, welcoming 17.5 million visitors and securing third place, overtaking Singapore in the process.
While Thailand continues to lead in terms of visitor numbers, Vietnam’s rapid growth and a recovery rate of 98% of pre-COVID tourism levels, compared to Thailand’s 87.5%, signal its rising prominence in the region. This article explores the factors driving the growth of both countries, highlighting key differences and similarities that shape their tourism success.
1. Visitor Numbers and Recovery Speed
Thailand: With 35.6 million international arrivals in 2024, Thailand generated an estimated 1.7 trillion baht in tourism revenue. Despite its recovery standing at 87.5% of pre-pandemic levels, the country aims to welcome 36.7 million visitors by year-end. The Chinese market, along with Western visitors from Europe and North America, remains crucial, further fueled by global attention from popular shows like The White Lotus.However, a 20% decline in visitor numbers in March 2024, compared to 2019, highlights some ongoing recovery challenges.
Vietnam: Vietnam welcomed 17.5 million international visitors in 2024, marking a 38.9% year-on-year increase, with nearly 4 million of those arriving in January and February alone. This 98% recovery surpasses Thailand’s growth rate, largely driven by an influx of visitors from India (up by 297%) and China, partially due to safety concerns in Thailand. Vietnam is aiming for 23 million arrivals in 2025, with plans to rival Malaysia’s position by 2030, with Thailand as its primary competitor.
2. Cultural and Historical Attractions
Thailand: Known for its rich Buddhist heritage, Thailand is home to iconic temples such as Wat Pho and Wat Arun, as well as the ancient ruins of Ayutthaya and Sukhothai. The country’s festivals, including Songkran and Loy Krathong, draw crowds from across the world, while its renowned hospitality and vibrant nightlife, especially in Bangkok, contribute to its tourism appeal. However, Vietnam’s rising urban entertainment scenes are becoming increasingly popular among travelers.
Vietnam: Offering a mix of Southeast Asian, Chinese, and French cultural influences, Vietnam presents a distinctive appeal with destinations like Hanoi’s Old Quarter, the UNESCO-listed ancient town of Hoi An, and the dynamic atmosphere of Ho Chi Minh City. The country’s natural beauty, such as Ha Long Bay and Tam Coc, also attracts visitors interested in cultural exploration and outdoor activities. Vietnam’s less commercialized destinations provide an alternative to Thailand’s more famous spots.
3. Natural Beauty
Thailand: With over 1,400 islands, Thailand boasts some of Southeast Asia’s most beautiful beaches, such as those in Phuket, Krabi, and Koh Samui, alongside its rich national parks like Khao Sok and Doi Inthanon. The country is also making strides in ecotourism, with sustainable jungle treks and marine conservation programs. However, overtourism in popular areas is beginning to take its toll on the environment.
Vietnam: Vietnam’s landscapes rival Thailand’s, offering attractions like the limestone islands of Ha Long Bay, the pristine beaches of Phu Quoc, and the picturesque rice terraces of Sa Pa. With government support for emerging destinations like Da Nang and Phu Quoc, Vietnam is positioning itself as an appealing alternative to Thailand’s crowded hotspots.
4. Infrastructure and Accessibility
Thailand: Thailand benefits from well-established infrastructure, including major airports in Bangkok, Phuket, and Chiang Mai, as well as an extensive domestic transport network. However, congestion at Suvarnabhumi Airport and overburdened transport systems in high-traffic regions present challenges. The country’s visa policies—offering exemptions for visitors from more than 90 countries—boost its accessibility.
Vietnam: While Vietnam’s infrastructure is developing, it still lags behind Thailand in certain areas. Airports in Ho Chi Minh City and Hanoi are experiencing heavy congestion, but the soon-to-open Long Thanh International Airport in 2026 is expected to boost capacity to 25 million passengers. The country’s visa policies are more restrictive than Thailand’s, offering exemptions for 25 countries and e-visas for 80+ nations, but new reforms and nonstop flights to the U.S. are improving accessibility.
5. Culinary Tourism
Thailand: Thai cuisine, from vibrant street food to Michelin-starred restaurants, is a major draw for visitors worldwide. Dishes like pad Thai and tom yum, coupled with cooking schools and food tours, make Thailand a culinary destination. Bangkok’s dining scene stands out for its diversity and international acclaim.
Vietnam: Vietnam’s culinary scene is gaining global recognition, with restaurants now included in the Michelin Guide. Signature dishes like pho, banh mi, and “Bia Hoi” culture offer both affordable and authentic food experiences. Vietnam’s culinary tourism appeals to both luxury travelers and budget-friendly food lovers, making it a formidable rival to Thailand’s well-established food scene.
6. Government Support and Promotion
Thailand: The Tourism Authority of Thailand (TAT) promotes the “Amazing Thailand” campaign, while visa-free policies for more than 90 countries encourage international arrivals. To manage overtourism, Thailand is working to promote lesser-known destinations like Chiang Rai and Isaan. Furthermore, targeted subsidies, such as those for Chinese tourists, are aimed at reviving interest from key markets.
Vietnam: Vietnam’s government has implemented reforms like 90-day e-visas and exemptions for 25 countries, alongside substantial investments in luxury tourism. Initiatives to promote sustainable tourism, such as the Long Thanh Airport project, are helping the country to achieve its goal of becoming a major player in Southeast Asia’s tourism scene by 2030.
7. Wellness and Medical Tourism
Thailand: Thailand is a leader in medical tourism, with world-class facilities such as Bumrungrad Hospital offering affordable healthcare services. Wellness tourism, including spas and yoga retreats in destinations like Koh Samui, is also flourishing, attracting health-conscious travelers from around the world.
Vietnam: Vietnam is becoming an emerging destination for wellness tourism, with luxury resorts in places like Phu Quoc and Da Nang catering to high-end visitors. Although medical tourism is still in its infancy compared to Thailand, the country’s growing hospitality sector is attracting affluent travelers seeking quieter alternatives.
8. Digital and Social Media Impact
Thailand: The country benefits from global exposure through social media platforms, particularly with “Instagrammable” sites like Maya Bay and the Grand Palace. Influencer marketing and digital campaigns help maintain Thailand’s visibility in the international tourism market.
Vietnam: Vietnam leverages social media to boost interest in destinations like Ha Long Bay and Hoi An. Its appeal as a less commercialized alternative to Thailand resonates strongly with Gen Z and millennial travelers, with platforms like TikTok playing a key role in its growing popularity.
9. Challenges and Competitive Landscape
Thailand: Despite its dominance, Thailand faces challenges related to overtourism, environmental degradation, and concerns about safety, such as the high-profile kidnapping of a Chinese actor. These issues, along with declining interest from Chinese tourists, have created opportunities for Vietnam to capitalize on its vibrant nightlife and cultural offerings.
Vietnam: Vietnam is still working to overcome challenges like infrastructure bottlenecks and less open visa policies compared to Thailand. However, its affordable travel options, emphasis on safety, and growing focus on sustainable tourism position it as a formidable competitor in the region.
Thailand continues to be the leader in Southeast Asia’s tourism industry, with its rich cultural heritage, extensive infrastructure, and diverse attractions drawing millions of visitors each year. However, Vietnam’s rapid growth, bolstered by a strong recovery rate and an emphasis on affordability, sustainability, and emerging luxury offerings, signals a shift in regional dynamics. With both countries focusing on addressing key challenges—such as overtourism and infrastructure in Thailand, and accessibility and global visibility in Vietnam—the competition between these two tourism giants is expected to intensify. By 2030, Vietnam could surpass Malaysia as the region’s second-largest tourism destination, with Thailand still holding its position as the ultimate competitor.
link