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A Glimpse into Thailand’s Tourism Promotion at ITE HCMC 2025

Thailand has recently taken center stage at the International Travel Expo Ho Chi Minh City 2025 (ITE HCMC 2025), presenting an array of its tourism highlights. The focus during this event was The New Thailand vision—an initiative designed to boost the country’s role in growing tourism and enhancing regional connectivity within ASEAN.

The expo, held between September 4th and 6th at the Saigon Exhibition and Convention Center, gathered tourism representatives and industry exhibitors globally, underscoring Thailand’s commitment to collaboration and innovation in tourism development. A key theme was the country’s dedication to expanding air links and delivering experiences that combine cultural richness with sustainable travel practices.

Thailand’s Strategic Role in Regional Tourism

At the ministerial sessions, the Tourism Authority of Thailand (TAT) emphasized the country’s proactive efforts to drive ASEAN tourism. The emphasis was on fostering cooperation between member states, enhancing transport connectivity, and integrating digital and environmentally friendly transformations into tourism offerings. These efforts are intended to position Thailand not only as a top travel destination but also as a leader in shaping the future of tourism in the region.

The event marked the 19th edition of ITE HCMC, Vietnam’s premier tourism trade fair, which hosted over 520 exhibitors from more than 30 countries. Attendance reached about 28,000 over the three days, highlighting the event’s significance as a vibrant platform for tourism exchange.

A Cultural and Experiential Showcase

The Thailand Pavilion was a hub of activity, featuring six prominent Thai tourism businesses including Maple Hotel, Urbana Langsuan Hotel, Lark Holidays, Chiang Mai Night Safari, Phuket Jet Tour, and SAii Hotels & Resorts, including Santiburi Koh Samui. Visitors experienced an immersive encounter with Thailand’s cultural heritage through traditional fabric demonstrations from Phetchaburi, gilded textile painting, DIY crafts, and displays of traditional costumes.

Besides cultural showcases, new travel experiences were highlighted for Vietnamese tourists, illustrating a range of options from Michelin-starred dining and Bangkok street food tours to more adventurous pursuits such as tandem skydiving in Rayong. Festival culture also took the spotlight with events like the Loi Krathong festival in Sukhothai, alongside international music and sports events such as Tomorrowland Thailand 2026 and the Honda LPGA Thailand.

Looking Forward: The 50th Anniversary and Tourism Growth

As Thailand and Vietnam prepare to celebrate their 50th diplomatic anniversary in 2026, the TAT has launched themed campaigns such as Thái Lan, càng hiểu càng yêu (“the more you know, the more you love”) to strengthen tourism ties. These initiatives include exclusive offers and group travel benefits targeted at boosting bilateral tourism relations.

Vietnam remains a crucial short-haul market for Thailand, with many Vietnamese travelers visiting multiple times a year. Interest in Thailand spans from its renowned cuisines, historical sites, vibrant nightlife, and wellness options to its famous beaches. Additionally, there is a rising curiosity about emerging destinations like Kanchanaburi, Ayutthaya, Khao Yai, Phang-Nga, and Krabi, hinting at diversifying traveler preferences beyond the usual hotspots.

Forecasts suggest that Thai tourism arrivals from Vietnam could reach at least 900,000 visitors by 2026, signaling robust growth and continued demand between these neighboring countries.

A Brief Overview of Thailand’s Tourism Evolution

Thailand’s tourism sector has long been a significant pillar of its economy, contributing around 7% to GDP and generating millions of jobs. The country transformed rapidly from the early mass tourism days in the 1980s, leveraging Bangkok’s strategic position as a key aviation hub. Major promotional campaigns like “Visit Thailand Year” in 1987 and recent “Amazing Thailand” drives have fueled sustained international arrivals.

While Thailand’s tourism experienced challenges due to various crises such as health epidemics, natural disasters, global recessions, and regional unrest, the sector demonstrated resilience, with tourist numbers steadily climbing post-crisis periods.

Thailand’s diverse tourism offerings include bustling urban centers, tropical beaches, tropical forest explorations, cultural and religious landmarks, and growing niche markets like golf, medical tourism, weddings, and ecotourism.

Infrastructure and Institutional Support

Thailand’s tourism infrastructure includes multiple international airports and a developing transport network. Emphasis is placed on improving accommodations, human resources, and safety standards through government policies and the efforts of organizations like the Ministry of Tourism and Sports and the Tourism Authority of Thailand.

Both public and private sectors have committed to expanding tourism education and training, with several universities and corporate programs offering degrees and apprenticeships related to hospitality and tourism management.

The Role of Regional Integration

The ASEAN Economic Community’s establishment has opened new doors for Thailand’s tourism industry by facilitating freer movement of goods, services, capital, and skilled labor within Southeast Asia. This regional integration is expected to stimulate intra-ASEAN tourism significantly and requires Thailand to adapt communication, cultural promotion, infrastructure, and services to cater to a diverse and integrated market.

The Impact on International Tourism and Sailing Opportunities

Thailand’s vibrant tourism landscape extends to its famous coastal areas and islands, which are popular destinations for sailing enthusiasts and yacht charters. As Thailand intensifies regional tourism promotion and invests in connectivity and sustainable tourism methods, the marine and water activities sector is likely to benefit substantially.

Destinations such as Phuket, Koh Samui, and Krabi are renowned not only for their stunning beaches and clear waters but also as hubs for yachting and boating adventures. These developments imply growing demand for yacht rentals and boating experiences, enhancing the overall appeal of Thailand for travelers seeking sun, sea, and adventure.

Furthermore, the focus on new travel experiences and cultural festivals offers visitors a chance to combine their interest in sailing and beach life with local cultural immersion.

Key Highlights Summary

• Thailand unveiled The New Thailand vision at ITE HCMC 2025 to promote regional tourism growth and sustainability.
• The event featured a rich cultural showcase including traditional crafts, culinary delights, and adventure tourism offerings.
• Vietnam-Thailand tourism ties are strengthening with campaigns in anticipation of their 50th diplomatic anniversary.
• Thailand’s tourism sector is resilient with continuous growth and expanding niche markets.
• Maritime tourism and yacht charters stand to gain from the increased interest in Thailand’s coastal and island destinations.

For those intrigued by the thriving marine and yachting scene connected to Thailand’s booming tourism industry, GetBoat.com offers an international marketplace for renting sailing boats and yachts. This platform caters to all tastes and budgets, making it easier than ever to explore the stunning waters surrounding Thailand and enjoy a perfect blend of adventure, relaxation, and cultural discovery.