Ho Chi Minh City, 27 August 2026 – The Tourism Authority of Thailand (TAT) is strengthening Thailand’s presence in the Vietnamese market at International Travel Expo Ho Chi Minh City 2026 (ITE HCMC 2026), taking place from 27–29 August at the Saigon Exhibition and Convention Center (SECC). Through the Thailand Pavilion, business matching and consumer engagement, TAT is connecting Thai tourism businesses with regional partners while presenting new experiences for Vietnam’s younger and higher-value traveller segments.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “ITE HCMC gives TAT an important platform to connect Thai tourism businesses directly with partners and travellers in one of our key short-haul markets. Vietnam’s young, experience-driven audience, proximity and expanding air access create strong potential for higher-value travel. We are presenting a more diverse Thailand through culture, wellness, sport, major events and emerging destinations, while building partnerships that can turn these interests into sustained travel demand.”
Now in its 20th edition, ITE HCMC is recognised as Vietnam’s leading international tourism trade fair and a major tourism sales and business-matching platform for the Lower Mekong Region. Held under the theme “Vibrant Connections – Global Destinations”, the 2026 event is expected to welcome around 600 exhibitors and generate more than 26,000 business appointments, alongside B2B and B2C sessions and high-level ASEAN tourism dialogue.
At the centre of TAT’s participation is a 54-square-metre Thailand Pavilion under the concept “New Thailand: Modern Thai Market”. Inspired by Bangkok’s Song Wat neighbourhood, its modern Thai style combines heritage character with contemporary creative culture to showcase Thai tourism products, experiences and lifestyle elements for the Vietnamese market.
Participating Thai tourism businesses include Thai Airways International (THAI); Gassan Legacy Golf Club in Lamphun; SAii Resort and Santiburi Koh Samui; Calypso in Bangkok; Phuket Destination Co., Ltd.; Mae Jo Golf Resort & Spa in Chiang Mai; and Toscana Valley Country Club in Khao Yai. The pavilion also highlights Thai sub-cultures through pop-culture keychain activities, interactive Thai-language games, and Thai favourites including mango sticky rice and miang kham.
TAT is using ITE HCMC 2026 to reach incentive, event, lifestyle and younger traveller segments while expanding trade partnerships and intra-ASEAN travel. In Vietnam, the focus covers millennials, families, and Gen Z travellers alongside higher-value segments, including incentive, luxury, and sports tourism, supported by closer collaboration with tour operators, OTAs, and airlines.
This direction continues into late 2026 and 2027 through group travel privileges for parties of 30 travellers or more and “Thái Lan, càng hiểu càng yêu” – “Thailand: The More You Know, The More You Love”, marking the 50th anniversary of Thailand–Vietnam diplomatic relations in 2026. TAT is working with travel agencies, airlines and other partners on sales incentives while introducing local lifestyles, culture, new destinations and experiences aligned with evolving Vietnamese traveller interests.
Major festivals and international events are another demand driver, including Loi Krathong, Vijit Chao Phraya, year-end celebrations, Tomorrowland Thailand, Wonderfruit and the Amazing Thailand Marathon. Together with Thailand’s cuisine, wellness, sport and sub-cultures, these experiences strengthen year-round appeal among millennial and Gen Z travellers.
Air connectivity is strengthening alongside TAT’s airline partnerships. Seven carriers are expected to operate 14,437 direct Thailand–Vietnam flights in 2026, up 7%. Following the TAT–Vietnam Airlines MOU in May, Vietnam Airlines launched four-weekly Ho Chi Minh City–Phuket services in July. TAT is also pursuing potential VietJet Air routes connecting Da Nang with Bangkok and Phuket, as well as a direct service between Da Nang and Chiang Mai, alongside planned services including VietJet Air’s Ho Chi Minh City–Chiang Mai, THAI’s Da Nang–Bangkok and Nok Air’s Hanoi–Bangkok.
This expanding access is being matched by stronger demand. Vietnam air bookings for June–August rose 14.1%, while forward bookings for the remainder of 2026 are forecast to increase by 9–23%. TAT is supporting this momentum through major festivals and events, Green Season travel, nature-based experiences, short breaks and family itineraries.
Traveller confidence remains integral to the market strategy. Through the “Trusted Thailand” initiative, TAT is supporting standards covering security, payment options, foreign-language communication and access to public transport, alongside government measures including the Thailand Tourist Police application and Hotline 1155, Tourist Assistance Centres and the Tourist and Sports Volunteer network.
Vietnam remains an important short-haul market for Thailand. Thailand welcomed 660,386 Vietnamese visitors in 2025, while 359,932 arrivals were recorded from 1 January to 18 August 2026 and at least 600,000 are expected by year-end. Independent travellers account for around 71% of the market. Bangkok, Chon Buri, Chiang Mai, Phuket and Krabi remain leading destinations, while growing interest in Kanchanaburi, Rayong, Ayutthaya, Khao Yai and Phang-nga reflects broader demand for experiences beyond established gateways.
