On June 9 in Hanoi, the Tourism Authority of Thailand (TAT) signed memoranda of understanding with Vietnamese airlines and travel companies to strengthen tourism promotion, develop joint tourism products and boost visitor exchanges between the two countries.
Thailand's Deputy Prime Minister Anutin Charnvirakul poses for a commemorative photograph with airlines and leading Vietnamese travel firms.
Speaking at the signing ceremony, Theeraphong Phichitkawin, Director of the Tourism Authority of Thailand's (TAT) Ho Chi Minh City office, said the new cooperation framework would create opportunities to enhance air connectivity, transportation and logistics, making travel, tourism and trade more convenient for people in both countries.
"Strengthening cooperation among local authorities, businesses and tourism management agencies will help create more attractive tourism products and improve the competitiveness of the region," Theeraphong said.
He expressed hope that Vietnam and Thailand would continue developing cross-border tourism routes within the Greater Mekong Subregion while promoting cultural, educational and people-to-people exchanges, further strengthening friendship between the two nations.
According to TAT, Thailand welcomed approximately 230,000 Vietnamese visitors during the first five months of this year, reflecting a clear recovery in the Vietnamese market following a decline in 2025.
"Thailand remains one of the favorite destinations for Vietnamese travelers thanks to its proximity, diverse tourism products and high-quality services," he said.
Thailand is a popular holiday destination for many Vietnamese travellers (Illustrative photo: iStock).
Meanwhile, Vietnam received about 223,000 Thai visitors during the first five months of the year, up from 205,000 arrivals recorded in the same period last year.
Theeraphong said both countries still have significant potential for tourism growth due to their geographic proximity, extensive flight networks, affordable travel costs and distinctive cultural, culinary and experiential offerings.
He added that Vietnam and Thailand should continue promoting the "Two Countries, One Destination" model, linking key attractions in both countries into multi-experience itineraries for international travelers. The initiative could help attract long-haul visitors from Europe, North America, the Middle East and Northeast Asia.
The Thai tourism official noted that Vietnam possesses numerous advantages, including diverse tourism resources and emerging products such as MICE tourism, golf tourism, wellness tourism, agricultural tourism, railway tourism and film tourism. A safe, stable and welcoming travel environment also enhances the country's appeal.
To attract more Thai visitors, he suggested Vietnam strengthen digital marketing efforts, expand products related to cuisine, shopping and local cultural experiences, and develop new destinations targeting younger travelers.
"Continuing to improve service quality, develop tourism human resources and strengthen cooperation among localities will help extend visitor stays and increase the number of repeat Thai travelers to Vietnam," he said.
Tourism businesses also see strong potential for future cooperation.
A representative of the Tourism Authority of Thailand signs a cooperation agreement with Hanoitourist (Photo: Nam Viet).
Le Thi Hoa, Director of Hanoitourist Travel Company, said there remains substantial room for tourism cooperation between Vietnam and Thailand.
"Beyond geographic proximity, Vietnam and Thailand share many cultural similarities and consumer habits. This makes travel and visitor exchanges between the two countries much easier," Hoa said.
The Hanoitourist executive said the company has worked closely with airlines to launch promotional campaigns and stimulate two-way tourism flows.
"We continuously develop marketing programs to attract more Thai visitors to Vietnam while encouraging Vietnamese travelers to explore Thailand," she said.
According to Hoa, Thai travelers are increasingly interested in a wide range of tourism products in Vietnam, from beach resorts to mountain destinations. Places such as Sapa and Vietnam's coastal resorts have become particularly popular among Thai tourists.
"Vietnam enjoys many advantages in terms of scenery, climate and service costs. Cooler summer weather, an extensive coastline and affordable accommodation, dining and shopping are key factors that make Vietnam an attractive destination for Thai visitors," Hoa said.
The newly signed cooperation agreements are expected to provide fresh momentum for tourism development in both countries. They are also expected to support the goal of making tourism a key pillar of the Comprehensive Strategic Partnership between Vietnam and Thailand while strengthening cultural ties and people-to-people exchanges within ASEAN.
