Thailand's TAT Targets Vietnam, ASEAN for Tourism Growth
The Tourism Authority of Thailand aims for 6.2% revenue growth from ASEAN visitors in fiscal 2027, with specific campaigns for Vietnam and Malaysia.
Thailand's Strategic Tourism Push
The Tourism Authority of Thailand (TAT) has outlined a strategy to boost visitor revenue from ASEAN markets, targeting a 6.2% increase in fiscal 2027. This initiative focuses on five key Asian markets, including Vietnam, through promotional campaigns centred on wellness, culinary experiences, and Thai culture.
The move reflects Thailand's commitment to strengthening its position as a premier travel destination within the region, drawing on diverse offerings to attract a broader spectrum of international visitors.
Tailored Campaigns for Key Markets
For Vietnam, TAT's efforts will concentrate on attracting families and promoting shopping opportunities, aligning with observed travel trends from this market. Concurrently, its campaign for Malaysia will highlight food tourism, retail, and travel to secondary cities, diversifying the visitor experience beyond primary urban centres.
These targeted approaches aim to cater to specific interests and demographics within each market, ensuring that promotional activities resonate effectively with potential travellers and drive sustained growth in arrivals and spending.
Diplomatic Ties Support Tourism Goals
These tourism objectives follow a significant state visit by King Maha Vajiralongkorn Phra Vajiraklaochaoyuhua and Queen Suthida Bajrasudhabimalalakshana of Thailand to Vietnam from September 14–16, 2026. This marked the first state visit by a Thai monarch to Vietnam since diplomatic relations were established in 1976, coinciding with the 50th anniversary of these ties.
The two nations also elevated their relationship to a Comprehensive Strategic Partnership in May 2025, creating a favourable environment for enhanced bilateral cooperation, including in tourism.
Implications for Regional Travel
The Tourism Authority of Thailand's targeted approach suggests a greater focus on specific traveller segments and interests within Southeast Asia. For visitors from Vietnam, this could translate into more tailored travel packages focusing on family-friendly activities and shopping tours to Thailand.
Malaysian travellers may see increased promotion of diverse culinary routes and lesser-known Thai destinations. This strategic push indicates that both Thai tourism operators and regional travel agencies should anticipate increased demand and develop offerings that align with these specific market preferences, particularly as the fiscal 2027 targets approach.
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