Bangkok, 4 September 2025 – The Tourism Authority of Thailand (TAT) is participating in the International Travel Expo Ho Chi Minh City 2025 (ITE HCMC 2025) from 4 to 6 September at the Saigon Exhibition and Convention Center, underscoring “The New Thailand” vision to strengthen its leading role in advancing tourism growth and regional connectivity across ASEAN.
Representing Thailand at the ministerial session, Ms. Thapanee Kiatphaibool, TAT Governor, said “Thailand is committed to driving ASEAN tourism forward by fostering collaboration, expanding air connectivity, and delivering innovative experiences that reflect our cultural richness and sustainable practices. Participation at ITE HCMC 2025 reaffirms Thailand’s leadership in regional travel and our role as a trusted partner in shaping the future of tourism.”
Ms. Thapanee’s role in the ministerial session and panel discussion on “Shaping the Future of Tourism: Embracing Digital and Green Transformation” further highlights Thailand’s active contribution to advancing tourism dialogue at the regional level.
Now in its 19th year, ITE HCMC is recognised as Vietnam’s leading international tourism trade fair. It is set to welcome over 520 exhibitors from more than 30 countries and about 28,000 attendees.
At the Thailand Pavilion, six Thai tourism businesses are showcasing products and services: Maple Hotel, Urbana Langsuan Hotel, Lark Holidays, Chiang Mai Night Safari, Phuket Jet Tour, and SAii Hotels & Resorts Thailand including Santiburi Koh Samui. Visitors can also experience Thai cultural heritage through Lai Yang fabric demonstrations from Phetchaburi, including gilded textile painting, DIY rosebud keychains, and traditional Thai costumes.
TAT is introducing new experiences for Vietnamese travellers through its “5 Must Do in Thailand” strategy, ranging from Michelin-starred dining and Bangkok street food to adventure activities such as tandem skydiving in Rayong and cultural festivals like Loi Krathong in Sukhothai. Major international events including Tomorrowland Thailand 2026, Rolling Loud, Wonderfruit, and the Honda LPGA Thailand further enrich the country’s calendar, alongside themed journeys by bus, train, luxury rail, and river cruise.
Looking ahead to the 50th anniversary of diplomatic relations between Thailand and Vietnam in 2026, TAT is launching campaigns such as “Thái Lan, càng hiểu càng yêu” (the more you know, the more you love), with exclusive promotions and group travel privileges to deepen bilateral ties.
Vietnam remains one of Thailand’s most important short-haul markets, with travellers often returning several times a year. They are drawn to Thailand’s cuisine, history, nightlife, wellness, and beaches, while also showing growing interest in emerging destinations such as Kanchanaburi, Ayutthaya, Khao Yai, Phang-Nga, and Krabi. TAT expects arrivals from Vietnam to reach no less than 900,000 by 2026.
Air connectivity continues to strengthen, with five airlines – Thai Airways International, AirAsia, Vietnam Airlines, VietJet Airlines, and Vietravel Airlines – operating more than 13,400 flights this year between six Vietnamese cities and Bangkok, Phuket, and Chiang Mai. New routes include the Bangkok–Hai Phong service launched by AirAsia in July.
To build traveller confidence, TAT is advancing the “Trusted Thailand” certification to guarantee high standards of safety, security, communication, and transport access, supported by nationwide measures such as the Tourist Police mobile app, CCTV upgrades, and expanded assistance services.
At the same time, TAT is driving sustainable tourism through the STAR (Sustainable Tourism Acceleration Rating) programme, the CF-Hotels emissions tool, and the Thailand Tourism Awards, which celebrate operators excelling in quality and sustainability.
