PATTAYA, Thailand – Vietnam is on track for a record-breaking year in tourism, pulling in 17 million visitors so far in 2025 — with a staggering 4 million from China alone — and projections rising toward 22 million by year’s end. The Vietnamese government even dares to dream higher, setting a target of 25 million visitors, a figure that would smash its pre-pandemic peak of 18 million in 2019.
Thailand, once the undisputed tourism giant of ASEAN, is watching this shift with growing unease. While Bangkok and Pattaya grapple with safety concerns, rising prices, and a strong baht, Vietnam is quietly cashing in — selling what travelers crave most: authentic food, raw history, breathtaking landscapes, and peace of mind.
Vietnam’s Winning Formula
The turnaround has been remarkable. The country’s calm domestic climate and visa-free entry for 12 countries have created the image of a stable, affordable, and accessible destination. Its “soft power” push through cinema and music — with Netflix’s A Tourist’s Guide to Love, Bollywood’s Love in Vietnam, and viral Vietnamese pop videos — has only amplified global curiosity.
Meanwhile, major tourism players like Saigon Tourist, Sun Group, and Vingroup (Vinpearl) are pouring money into infrastructure and new airlines to welcome even more visitors, especially to resort hubs like Phu Quoc Island.
Thailand Loses Its Shine
Across the Gulf, Thailand’s tourism engine shows worrying cracks. Analysts from BMI (under Fitch Solutions) note that Chinese tourists are now choosing Vietnam over Thailand as their top destination. The reasons?
-Safety concerns following the high-profile abduction of a Chinese celebrity in Thailand earlier this year.
-Cautious spending by Chinese travelers facing a domestic economic slowdown.
-An unfavorable exchange rate, as Thailand’s strong baht continues to make vacations more expensive.
Simply put, Vietnam feels safer, cheaper, and more welcoming.
The Numbers Tell the Story
Vietnam’s retail sector grew 6.7% in the first eight months of 2025, while tourism revenue soared 48.4% compared to the same period in 2024. The tourism ministry reported total earnings of US$30 billion last year — and this year looks even stronger.
By contrast, Thailand’s visitor numbers have stalled below pre-pandemic peaks, weighed down by policy missteps, political uncertainty, and an erosion of foreign confidence.
A Warning Sign for Thailand
This isn’t just a statistical victory for Vietnam — it’s a wake-up call for Thailand. The “Land of Smiles” can no longer rely on its reputation alone. A mix of overregulation, moral panic laws like the new alcohol ban, dual pricing, and tourist fatigue is beginning to reshape how travelers see the kingdom.
As one analyst put it bluntly:
“Vietnam is selling experience and authenticity. Thailand is selling nostalgia.”
If trends continue, 2025 may be remembered as the year Vietnam dethroned Thailand as the tourism leader of Southeast Asia — not through luck, but through strategy, stability, and a currency that works for its people, not against them.
