US, Sept. 1 -- As Vietnam Surges Ahead, Thailand Has An Opportunity To Turn Competition Into Collaboration And Take The Lead In Creating A New Generation Of Multi-Country ASEAN Holidays BANGKOK: For decades, Thailand has been one of Southeast Asia's great tourism success stories. Bangkok, Phuket, Pattaya, Chiang Mai, Samui and the kingdom's islands are recognized around the world. Thailand built an extraordinarily successful tourism industry around hospitality, accessibility, food, beaches, culture, shopping and value.

But something important is happening next door. Vietnam is catching up - quickly.

In 2025, Vietnam welcomed nearly 21.2 million international visitors, its highest number ever and 20.4% above 2024. Thailand remained comfo...