The Tourism Authority of Thailand (TAT) showcased the best of Thailand at the International Travel Expo Ho Chi Minh City 2025 (ITE HCMC 2025), which took place from September 4-6 at the Saigon Exhibition and Convention Center. TAT representatives emphasized their vision of The New Thailand as a method to enhance regional connectivity and tourism growth in ASEAN.
During the ministerial sessions, TAT Governor Thapanee Kiatphaibool stated: “Thailand is committed to driving ASEAN tourism forward by fostering collaboration, expanding air connectivity, and delivering innovative experiences that reflect our cultural richness and sustainable practices.”
Kiatphaibool’s engagement in the ministerial session and panel discussion entitled “Shaping the Future of Tourism: Embracing Digital and Green Transformation” highlighted Thailand’s contributions to regional tourism dialogue.
The ITE HCMC, now in its 19th year, is recognized as Vietnam’s preeminent international tourism trade fair, featuring over 520 exhibitors from more than 30 countries and attracting around 28,000 attendees.
A Cultural Showcase
At the Thailand Pavilion, six Thai tourism businesses showcased unique products: Maple Hotel, Urbana Langsuan Hotel, Lark Holidays, Chiang Mai Night Safari, Phuket Jet Tour, and SAii Hotels & Resorts Thailand, including Santiburi Koh Samui. Visitors experienced immersive elements of Thai culture, including fabric demonstrations from Phetchaburi, and traditional crafts.
TAT presented new opportunities for Vietnamese travelers, offering diverse experiences ranging from Michelin-starred dining to exciting activities such as tandem skydiving in Rayong and cultural celebrations like Loi Krathong in Sukhothai.
Prominent upcoming events such as Tomorrowland Thailand 2026, Rolling Loud, and the Honda LPGA Thailand were also highlighted alongside various themed travel options.
Looking Ahead
As Thailand approaches the 50th anniversary of diplomatic ties with Vietnam in 2026, TAT has initiated several promotional campaigns, including Thái Lan, càng hiểu càng yêu (the more you know, the more you love), enhancing group travel privileges to strengthen bilateral relations.
Vietnam remains a key short-haul market for Thailand, with travelers frequently returning, drawn by the rich cuisine, history, nightlife, wellness, and beaches, as well as growing interest in destinations such as Kanchanaburi and Krabi. TAT anticipates that visitor numbers from Vietnam will reach at least 900,000 by 2026.
