The Tourism Authority of Thailand showcased “The New Thailand” at ITE HCMC 2025, promoting ASEAN tourism through air connectivity, cultural experiences, sustainable initiatives, and celebrating Thai-Vietnamese relations’ 50th anniversary.
Key Points
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The Tourism Authority of Thailand (TAT) showcased “The New Thailand” at ITE HCMC 2025, focusing on boosting ASEAN tourism collaboration, air connectivity, and offering rich cultural experiences. TAT Governor Thapanee Kiatphaibool highlighted Thailand’s commitment to innovative and sustainable tourism growth.
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The Thailand Pavilion featured six tourism businesses, including Chiang Mai Night Safari and SAii Hotels & Resorts. Visitors enjoyed fabric demonstrations and traditional costume experiences, reflecting Thailand’s cultural heritage and regional tourism leadership.
- Looking ahead, TAT plans to celebrate the 50th Thai-Vietnamese relations anniversary with a campaign promoting mutual understanding. Sustainable initiatives like the STAR program and “Trusted Thailand” certification, plus new air routes such as Bangkok–Hai Phong, target 900,000 Vietnamese tourists by 2026.
At the International Travel Expo Ho Chi Minh City 2025 (ITE HCMC 2025), held from September 4 to 6, the Tourism Authority of Thailand (TAT) prominently presented its visionary campaign, “The New Thailand.” This initiative reflects Thailand’s strategic commitment to fostering tourism growth and deepening regional integration within the ASEAN bloc. Under the leadership of TAT Governor Ms. Thapanee Kiatphaibool, the authority underscored its dedication to enhancing ASEAN tourism through collaborative efforts and the infusion of innovative cultural experiences that enrich visitor engagement.
TAT’s presence at the expo was marked by active participation in high-level discussions focusing on the digital and ecological transformation of the tourism sector. The Thailand Pavilion featured six distinguished Thai tourism enterprises, including Chiang Mai Night Safari and SAii Hotels & Resorts, showcasing a broad spectrum of travel options. The pavilion also allowed attendees to immerse themselves in authentic Thai cultural heritage via interactive fabric craftsmanship demonstrations and traditional costume trials, exemplifying Thailand’s proactive involvement in shaping regional tourism narratives and fostering cultural appreciation.
Looking forward, TAT is gearing up to commemorate the 50th anniversary of diplomatic relations between Thailand and Vietnam in 2026 with the campaign “Thái Lan, càng hiểu càng yêu,” aimed at strengthening bilateral ties through tourism. Integral to this vision is TAT’s emphasis on sustainable tourism practices, embodied by the introduction of the STAR program and the “Trusted Thailand” certification, both designed to assure safe and responsible travel experiences. Furthermore, enhancements in air connectivity, such as the newly launched Bangkok–Hai Phong route, are expected to significantly increase tourist arrivals from Vietnam, targeting an influx of 900,000 visitors by 2026, thereby reinforcing Thailand’s leadership and collaborative spirit in ASEAN tourism development.
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