The government is advancing a proactive tourism strategy led by the Prime Minister, collaborating with five leading Vietnamese partners to expand the quality tourist base, stimulate travel between the two countries, and target over one million visitors.
On 9 June 2026, Prime Minister Anutin Charnvirakul presided over a joint photo ceremony celebrating cooperation with five leading Vietnamese private sector partners: VietjetAir, BenThanh Tourist, Hanoi Tourist Corporation, Vietravel, and Vietrantour. The event was held during the Investment Forum & Business Forum 2026 and exemplifies the government's strategy to concretely enhance economic and tourism cooperation within the ASEAN region.
Deputy Prime Minister and Minister of Commerce Suphajee Suthumpun stated that tourism is a key driver of trade and economic growth, as tourists serve as foreign consumers traveling into the country, directly boosting spending on Thai goods and services.
This includes agricultural products, food, community enterprises (OTOP), retail businesses, hotels, and logistics services, resulting in economic circulation and increased trade opportunities domestically and internationally. Tourism also plays an essential role in building Thai product brands and Soft Power through visitors' experiences, aligning with government and Ministry of Commerce missions to promote exports, expand markets, and elevate Thai entrepreneurs' global competitiveness.
Minister of Tourism and Sports Surasak Phanjaroenworakul said establishing international partner networks is a strategic mechanism to strengthen Thailand's tourism marketing system. The government aims to expand cooperation with potential countries to stabilize aviation, increase market access channels, and build relationships with global operators, alongside upgrading market structures toward quality tourists in MICE and film industries to foster sustainable economic growth.
Thailand Tourism Authority (TAT) Governor Thapanee Kiatphaibul noted that the ASEAN region showed uneven growth in the first half of 2026 amid recovery and expansion. Competition intensified regionally, with growth mainly in nearby market tourists.
Meanwhile, Thailand is restructuring its tourist base toward quality groups with higher spending potential and longer stays. The Prime Minister’s visit to Vietnam enabled TAT to negotiate and sign memorandums of understanding with
1. Dr. Nguyen Thi Phuong Thao - Chairwoman, VietjetAir
2. Mr. Nguyen Ngoc Hoai Nguyen - General Director, BenThanh Tourist
3. Ms. Pham Thi Thu Huyen - General Director, Hanoi Tourist Corporation
4. Mr. Tran Doan The Duy - Chief Executive Officer, Vietravel
5. Ms. Dinh Nguyet Anh - General Director, Vietrantour
Following the visit to Thailand by General Secretary To Lam, Secretary-General of the Communist Party of Vietnam and President of the Socialist Republic of Vietnam, from 27 to 29 May 2026, and Prime Minister Anutin Charnvirakul’s official visit to Vietnam and participation in the ASEAN Future Forum (AFF) from 8 to 9 June 2026, significant benefits have accrued to tourism.
Notably, policy-level cooperation between government and private sectors of both countries has been elevated, facilitating the development of connected tourism routes, enhancing air and land transportation links, and jointly marketing and promoting to quality tourist markets. The Ministry of Tourism and Sports, through the Tourism Authority of Thailand (TAT), will work to bring back over one million Vietnamese tourists to Thailand, as was the case before the COVID-19 pandemic.