Industry experts have observed a significant decline in Thai tourists visiting Vietnam, attributing this downturn to expensive airfares, limited entertainment options, and rising competition from China. These factors are deterring many Thai travelers who might have otherwise considered Vietnam as their destination of choice. As a result, the tourism industry in Vietnam is facing challenges in attracting visitors from this neighboring country, which once contributed significantly to its foreign tourist arrivals.

Despite this setback with Thai tourists, the overall number of international visitors to Vietnam has shown impressive growth. In the first eight months of the year, the country welcomed 11.4 million foreign tourists, marking a substantial 46% increase compared to the same period last year. These figures, released by the General Statistics Office, highlight Vietnam’s overall success in drawing more visitors from other countries, particularly from Asia.

Tourist arrivals from several Asian nations have surged, with China leading the pack. Visitor numbers from China skyrocketed by a staggering 158%, indicating a strong rebound in travel between the two countries. This significant growth from Chinese tourists has bolstered Vietnam’s tourism sector, helping to offset the decline in Thai visitors. Additionally, Indonesia saw a 100% rise in visitor numbers, further contributing to the region’s positive tourism trends.

Similarly, the Philippines and South Korea also recorded notable increases in their tourist arrivals to Vietnam. Visitors from the Philippines surged by 59%, while those from South Korea grew by 32%, showcasing the appeal of Vietnam as a travel destination for many Asian countries. These increases are crucial for maintaining the overall growth trajectory of Vietnam’s tourism industry, despite certain market segments experiencing a decline.

However, the drop in Thai tourists is concerning for Vietnam’s tourism authorities, as Thailand has traditionally been a significant source of visitors. With a 15% decline, only 274,000 Thai travelers visited Vietnam in the first eight months of this year. This downward trend contrasts sharply with the robust growth seen from other Asian markets, underscoring the need for targeted strategies to regain Thailand’s interest in Vietnam as a vacation destination.

Industry stakeholders are now calling for measures to address the challenges that have led to this decrease in Thai tourists. Reducing airfare costs, expanding entertainment and leisure options, and boosting marketing efforts tailored to Thai preferences could help reverse the decline. As competition from China and other regional players continues to rise, Vietnam must innovate to stay competitive in attracting Thai visitors.

In conclusion, while Vietnam’s tourism industry has experienced overall growth, the decrease in Thai tourists remains a significant concern. By addressing the specific issues of cost, entertainment, and competition, Vietnam can potentially regain its share of the Thai tourist market and sustain its broader growth in international arrivals.

Nguyen Dong Giang, chairman of Bangkok-based BKT Group, noted that Thai tourists are increasingly choosing China over Vietnam as their preferred travel destination. This shift has become more evident in recent months, as Thailand’s tourism focus seems to be moving away from Vietnam. The trend highlights a significant change in regional travel preferences, affecting Vietnam’s appeal to Thai travelers.

Cao Ngoc Son, a Vietnamese tour guide specializing in inbound tourism, observed that while there was a sharp rise in Thai visitor numbers following the COVID pandemic, this momentum has declined drastically since late 2023. The initial surge in post-pandemic travel enthusiasm has been replaced by a noticeable drop, particularly as Thai tourists explore alternatives to Vietnam.

A key factor behind the shift is the visa waiver agreement between China and Thailand, implemented in March 2024. This agreement has made Chinese destinations more accessible and attractive to Thai tourists. With simplified travel procedures and new destinations available in China, many Thai travelers are opting for these experiences instead of returning to Vietnam.

Thai tourists also perceive Vietnam as offering “too familiar” experiences, with little innovation in travel options. Without new or distinctive experiences to draw them back, many are turning to other destinations, like China, that offer fresh and exciting opportunities for exploration.

Vietnam’s limited availability of large shopping centers that cater to Thai tourists has been a challenge, as many Thai visitors are left shopping at smaller stores and markets where concerns about product quality and safety are common. To encourage more Thai visitors and boost spending, it has been suggested that Vietnam develop reputable, larger shopping centers that specialize in souvenirs and agricultural products.

The rising cost of airfares has also played a significant role in the decline of Thai tourists. Currently, airfares between Thailand and Vietnam are 50-60% higher compared to previous years, and the reduced number of direct flights has made travel less convenient. The suspension of flights from Phuket to many Vietnamese destinations has forced travelers to transit through Bangkok, further increasing travel time and costs.

At the same time, the growing number of direct flights between Thailand and China has made the latter a more attractive destination. A four-day tour to China costs only slightly more than one to Vietnam, making it understandable why many Thai tourists are opting for Chinese destinations instead. Additionally, other Southeast Asian countries such as the Philippines and Indonesia are drawing Thai tourists with new travel experiences and attractive incentives.

Industry experts believe Vietnam’s tourism sector should focus on organizing more cultural events and festivals to appeal to Thai visitors. Moreover, there is a need for more Thai-speaking tour guides, especially in northern Vietnam, to enhance the experience for Thai tourists. While the central region has an adequate number of such guides, the shortage in other areas has led many groups to rely on English-speaking guides, sometimes resulting in dissatisfaction.

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