PATTAYA, Thailand – As Thailand struggles with a noticeable drop in Chinese tourist arrivals, Vietnam is racing ahead—armed with a bold, strategic push to become ASEAN’s new tourism and investment hub. With the recent rollout of a 10-year “Golden Visa”, Vietnam is attracting long-term visitors, investors, and professionals, while streamlining the process through fully digital visa applications.
Data from March 2025 paints a worrying picture for Thailand: Chinese tourist arrivals fell to 297,000, down from 372,000 in February. Meanwhile, Vietnam surged ahead, welcoming 631,000 Chinese tourists, a sharp increase from 381,000 the previous month. The trend signals a critical warning for Thailand, which has long relied on the Chinese market as a tourism lifeline.
“This is no longer just competition—it’s a dagger at the side of Thai tourism,” said an analyst. “Relying on Chinese tourists alone is clearly no longer sustainable.”
Vietnam’s strategy is aggressive and visionary. Its 10-year renewable visa targets contributors to the country’s tourism, innovation, and economy. Combined with its growing digital visa infrastructure, including seamless eVisa applications for short-term visits, Vietnam is becoming more accessible and appealing to global travelers.
Beyond infrastructure, Vietnam’s lifestyle offering is gaining global appeal—modern cities with low cost of living, increasing numbers of international schools, quality hospitals, and diverse housing options. From misty Sa Pa to the beaches of Nha Trang, bustling Hanoi to historical Hue, the country offers a full lifestyle package.
From January to April 2025, Vietnam welcomed 7.67 million international tourists, a 23.8% increase year-over-year. Of these, nearly 2 million were Chinese—making up over 25% of the total. Visitors from South Korea, Taiwan, and the United States followed closely. ASEAN neighbors such as the Philippines (up 98.3%), Cambodia (up 79.6%), and Laos (up 44.7%) also show robust growth.
European markets have grown steadily thanks to Vietnam’s visa exemption policy, with Russian tourists increasing by 110.9%, Italians by 32.6%, and British travelers by 20.7%, making Europe Vietnam’s fastest-growing source region, with over 166,000 visitors in just four months.
Looking ahead, Vietnam’s National Tourism Administration has unveiled plans for seven global tourism campaigns in 2025, aiming to attract 22–23 million international tourists this year alone.
What Should Thailand Do Now?
To compete, Thailand must rethink its tourism strategy from the ground up:
- Launch a Thai Long-Stay Visa 2.0 – Not just for retirees, but also tailored for digital nomads, investors, health tourists, and remote workers, with long-term residency incentives.
- Digitalize and Simplify the Visa Process – Remove bureaucratic delays, embrace fully online systems, and enhance user experience, especially for top markets.
- Diversify Source Markets – Focus on India, Europe, ASEAN, and the Middle East, rather than over-relying on China.
- Create Real Investment-Tourism Linkages – Develop economic zones where tourists can transition into long-term residents or investors in tourism and tech.
- Upgrade the Thai Experience – Improve safety, transport, cleanliness, and healthcare while promoting regional destinations beyond Bangkok, Phuket, and Pattaya.
“Vietnam has sounded the alarm. If Thailand doesn’t act swiftly and smartly, we’ll be left gasping for air,” said one tourism strategist. With the regional landscape shifting fast, the time for half-measures is over.
