Vietnamese Inbound Tourist Segment (Thailand)
The Vietnamese inbound tourist segment to Thailand has emerged as one of the fastest-growing ASEAN source markets following the 2022 border reopenings. Arrivals from Vietnam reached approximately 900,000 in 2023 and were on track to exceed one million in 2024, driven by Bangkok Airways, Vietnam Airlines, and Vietjet Air direct-route networks connecting Ho Chi Minh City and Hanoi with Bangkok, Chiang Mai, and Phuket. Vietnamese tourists skew toward cultural tourism, shopping, and culinary experiences, with strong affinity for Chiang Mai’s cultural calendar, Pattaya beach resort, and Bangkok luxury-mall retail. Average per-trip spending is estimated at USD 1,000-1,200, above the ASEAN tourist average. The segment’s growth is supported by Thai-Vietnamese bilateral tourism agreements and visa-exemption arrangements. The Udon Thani Thai-Vietnamese community cluster is a specific cultural draw for the diaspora subsegment.
Profile overview
The Vietnamese inbound tourist segment to Thailand has emerged as one of the fastest-growing ASEAN source markets following the 2022 border reopenings. Arrivals from Vietnam reached approximately 900,000 in 2023 and were on track to exceed one million in 2024, driven by Bangkok Airways, Vietnam Airlines, and Vietjet Air direct-route networks connecting Ho Chi Minh City and Hanoi with Bangkok, Chiang Mai, and Phuket. Vietnamese tourists skew toward cultural tourism, shopping, and culinary experiences, with strong affinity for Chiang Mai’s cultural calendar, Pattaya beach resort, and Bangkok luxury-mall retail. Average per-trip spending is estimated at USD 1,000-1,200, above the ASEAN tourist average. The segment’s growth is supported by Thai-Vietnamese bilateral tourism agreements and visa-exemption arrangements. The Udon Thani Thai-Vietnamese community cluster is a specific cultural draw for the diaspora subsegment.
Tourist segment characteristics and spend patterns
Travel motivation
Cultural tourism, shopping, and culinary
Vietnamese visitors to Thailand skew strongly toward Bangkok luxury shopping (Siam Paragon, ICONSIAM), Chiang Mai cultural heritage, and Thai spa experiences. Culinary tourism (Thai street food, cooking classes) is a top-rated activity in post-trip surveys.
Air connectivity
Direct routes — Bangkok, Chiang Mai, Phuket
Bangkok Airways (BKK–SGN, BKK–HAN), Vietnam Airlines, Vietjet Air, and Thai AirAsia serve Ho Chi Minh City–Bangkok and Hanoi–Bangkok routes daily. Chiang Mai and Phuket direct services expand in winter peak season.
Spending profile
USD 1,000–1,200 average per trip
Vietnamese tourists' average per-trip spending in Thailand is estimated at USD 1,000–1,200, approximately 25–30% above the ASEAN regional average. Spending concentrates on shopping (luxury goods, cosmetics, electronics), accommodation, and guided experiences.
Diaspora subsegment
Thai-Vietnamese community connection
A portion of Vietnamese visitors specifically include Udon Thani, Nakhon Phanom, or Mukdahan in their itinerary to visit Thai-Vietnamese community temples, ancestral sites, and diaspora cultural areas — a unique cultural-heritage motive not seen in other ASEAN source markets.
Thailand ASEAN inbound tourism — source market comparison (2024)
Top ASEAN source markets for Thailand tourism by arrivals and estimated per-trip spend (2024).
Malaysia
Est. 2024 arrivals
4.5M+
Est. spend per trip (USD)
600–800
Primary Thai destination
Hat Yai, Bangkok, Phuket
Singapore
Est. 2024 arrivals
Est. spend per trip (USD)
1,500–2,000
Primary Thai destination
Bangkok, Phuket, Koh Samui
Vietnam
Est. 2024 arrivals
900,000–1.1M
Est. spend per trip (USD)
1,000–1,200
Primary Thai destination
Bangkok, Chiang Mai, Pattaya
Indonesia
Est. 2024 arrivals
800,000
Est. spend per trip (USD)
800–1,000
Primary Thai destination
Bangkok, Phuket
Philippines
Est. 2024 arrivals
400,000
Est. spend per trip (USD)
700–900
Primary Thai destination
Bangkok, Pattaya
| Source market | Est. 2024 arrivals | Est. spend per trip (USD) | Primary Thai destination |
|---|---|---|---|
| Malaysia | 4.5M+ | 600–800 | Hat Yai, Bangkok, Phuket |
| Singapore | 1.2M | 1,500–2,000 | Bangkok, Phuket, Koh Samui |
| Vietnam | 900,000–1.1M | 1,000–1,200 | Bangkok, Chiang Mai, Pattaya |
| Indonesia | 800,000 | 800–1,000 | Bangkok, Phuket |
| Philippines | 400,000 | 700–900 | Bangkok, Pattaya |
Watchpoints 2025–2026
Air capacity
Direct route expansion
Vietnam Airlines and Vietjet are evaluating Hanoi–Chiang Mai, Ho Chi Minh City–Phuket, and Udon Thani direct routes. Each new route typically generates 50,000–100,000 additional annual arrivals within 2 years of launch.
Visa exemption
Bilateral tourism facilitation
Vietnam and Thailand have maintained mutual visa exemption for 30-day stays since 2014. Extension to 60 days (in line with Chinese and Indian visa-free grants) would increase average trip length and spending.
Vietnamese yuan economy
Vietnam economic growth and middle class
Vietnam's growing middle class (estimated 17–20% of 67M smartphone users now classify as middle income) is driving outbound travel growth. Thailand is the number-one destination for first-time Vietnamese overseas travellers.
Where this profile is featured
Reports that reference this entity in their operator concentration or analysis.
Featured in
The Thai-Vietnamese Business Community: Udon Thani Heritage and the...
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