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Vietnam overtakes Thailand: A new star in the tourism sky!
KResearch predicts rapid tourism growth for Vietnam, which could surpass Thailand by 2035.
Vietnam overtakes Thailand: A new star in the tourism sky!
A look at the tourism landscape in Thailand shows that things are changing rapidly. Loud Brand Inside Vietnam could overtake Thailand in terms of the number of international tourists in the next decade. What is behind this forecast? In the first half of 2025, 19.3 million international tourists visited Thailand, down 6% year-on-year. Meanwhile, Vietnam recorded 12.2 million tourists, a significant increase of 22%. A clear trend that points to Vietnam's increasing influence as a travel destination.
By 2025, it is estimated that Thailand will be able to attract a total of 32.2 million international tourists. In comparison, Vietnam is expected to welcome 22 million guests. These are declines of around 9% for Thailand and increases of over 25% for Vietnam. A major factor in Thailand's declining numbers is the loss of Chinese tourists, whose numbers have fallen by more than 35%, while Vietnam has seen a 46% increase in Chinese visitors. It appears Thailand is struggling with security issues that are making it difficult to keep guests.
Popularity of Thailand in international tourism
The challenges Thailand faces in tourism are diverse. Despite high visitor numbers in the past, such as the popularity of cities like Bangkok, which ranked 17th among the world's most sought-after travel destinations in 2024, the developments are alarming. The Thai cities of Chiang Mai, Samui and Krabi have also seen high visitor numbers, but the future remains uncertain. Country data reports that Thailand began mass tourism in the early 1970s, during and after the Vietnam War, when many U.S. soldiers vacationed in the country.
To address the challenges, measures to improve tourist experiences and increase safety are necessary. Another aspect is the regeneration of nature, which has been heavily burdened by mass tourism in recent decades. The decline in visitor numbers during the 2020/21 corona pandemic gave nature a brief respite. But to capitalize on these successes, Thailand needs to rethink its strategy for sustainable tourism development.
Vietnam's recovery
On the other hand, Vietnam is increasingly perceived as an attractive travel destination. Analysts at KResearch warn that if 20% annual growth continues and Thailand continues to see declines, Vietnam could attract more than 32 million international tourists in the near future. This would have a lasting impact on the image of Southeast Asian tourism and further increase competitiveness between the two nations.
In order to stimulate the economy and tourism, Thailand faces the urgent task of increasing both the number of international guests and the associated revenue in a timely manner. Given the current situation, the declines and the challenges in the tourism sector, Thailand says: the ball is firmly in the hands of the decision-makers.