Vietnamese tourists are spending between 25,000 to 27,000 baht (approximately US$770 to US$832) during their trips to Thailand, making them the second highest spenders in Southeast Asia. This trend positions them alongside travelers from Brunei and Singapore.
Chattan Kunjara Na Ayudhya, deputy chief for marketing for Asia and the South Pacific at the Tourism Authority of Thailand, emphasized that Vietnam is a vital market for Thailand’s tourism sector. He noted that Vietnam ranks eighth among Thailand’s top ten tourism markets, with nearly 720,000 arrivals in the first eight months of this year.
Leading the spending in Thailand are tourists from Myanmar, who average 40,000 baht per trip. Pham Anh Vu, deputy general director of Viet Travel Company, shared that the most affordable four-day tour packages to Thailand start at around VND 7 million (about US$284). However, many tourists are willing to spend two to three times that amount on shopping and dining experiences.
The increase in spending can be attributed to the diverse range of tourism products available in Thailand. Kunjara noted that the spending habits of Vietnamese tourists have evolved since the Covid-19 pandemic.
“Before 2019, they mainly visited Thailand for shopping and street food. Now, they show a growing interest in cultural and historical sites, high-end dining, entertainment, and beach tourism,” he explained.
Compared to last year, spending on cultural and historical activities and beach excursions by Vietnamese tourists has risen by 4%. Furthermore, expenditures on entertainment and upscale dining have surged by over 20%.
To meet the increasing demand for high-end culinary experiences, Thailand plans to promote food courts in shopping malls, new food streets, and Michelin-starred food tours. “These experiences are designed to attract Vietnamese tourists, offering more than just traditional street food,” Yodchun added.
Nguyen Phuong Ha from Hanoi remarked on her frequent visits to Thailand, traditionally focused on local cuisine. However, during her latest trip in mid-September, she experienced Michelin-starred dishes and enjoyed a bus tour showcasing Bangkok’s street life. “I booked this tour to sample Michelin Thai cuisine and see how it’s served on a bus,” she said.
Thao Nhi from Binh Dinh Province shared that she spent VND 22 million on a five-day trip to Bangkok and Hua Hin City in March, with nearly half of her budget allocated for shopping and dining.
Thailand aims to welcome one million Vietnamese tourists this year. In 2025, the country plans to increase flight capacity from Vietnam, introduce new services, and expand schedules for regular and charter flights.
“We will enhance promotions to spotlight Thailand’s lesser-known cities and tailor products to the interests of Vietnamese travelers,” Kunjara stated.
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