Thai travelers have a positive destination perception toward Vietnam’s destination brand position. According to the snapshot report A Closer Look at Vietnam Destination Brand Strength, Thailand ranks highly among eight major Asian markets for Vietnam in key indicators such as Destination Brand Strength Score (DBSS), Net Promoter Score (NPS), Propensity to Visit and Destination Marketing Exposure.
However, this favorable perception has not been reflected in actual visitation numbers. Despite these strengths, Vietnam welcomed only 418,000 Thai visitors in 2024, placing it 10th among source markets (GSO of Vietnam). This situation raises an important question: Are we effectively leveraging the full potential of this market?
Vietnam Receives High Ratings from Thai Travelers in Key Destination Metrics
Thailand is the top market where Vietnam’s destination brand is perceived most positively among eight major Asian markets. Vietnam’s Destination Brand Strength Score (DBSS) among Thai travelers is 142.8, reflecting a strong brand image and high recognition of Vietnam as a travel destination. This score surpasses the regional DBSS benchmark of 127.5, indicating significant potential to convert brand awareness into actual visits.
The Net Promoter Score (NPS) for Thai travelers visiting Vietnam is 49.3, which ranks among the highest in the region, second only to Indonesia market at 51.0. This suggests that the majority of Thai visitors to Vietnam have positive travel experiences and are likely to recommend the destination to others. A high NPS score is a strong indicator of the word-of-mouth potential that can drive further visitation growth if leveraged effectively.
Vietnam’s Propensity to Visit score is also among the highest in the region, reaching 36.3. This shows that Thai travelers are strongly intent on considering Vietnam for their next trip, indicating that the country appeals to many Thai tourists. However, low arrival numbers suggest that factors beyond interest, such as travel convenience, perceived value, or expectation of experiences, may be influencing actual travel decisions.
The Destination Marketing Exposure (DME) for Vietnam among Thai travelers is 67%, the highest among all eight major Asian markets. This indicates that Vietnam’s tourism marketing efforts have effectively reached Thai travelers, creating strong brand awareness. Despite this high exposure, the disconnect between brand awareness and low visitation rates suggests that marketing efforts alone are not enough to drive actual conversions, pointing to deeper structural challenges in tourism development.
Thai travelers are heading to Vietnam in large numbers, creating travel content that highlights local cuisine and brands..
Vietnam’s Position Among Regional Destinations: Strengths and Challenges
Vietnam maintains a strong brand perception when compared to other regional destinations. Vietnam’s DBSS among Thai travelers stands at 142.8, ranking second in Southeast Asia, just behind Singapore (159.3). On a broader scale, Vietnam ranks fourth in Asia, trailing Japan (186.9), South Korea (170.4), Taiwan (165.6) and Singapore. These destinations not only have stronger brand positioning but also outperform Vietnam in other key destination brand metrics such as NPS, Propensity to visit, and Destination Marketing Exposure, making them formidable competitors in attracting Thai tourists.
Understanding why Thai travelers perceive Vietnam positively yet do not visit in higher numbers requires deeper research into multiple influencing factors. Assessing product-market fit, accessibility, and service quality is crucial. We need to evaluate how well Vietnam’s offerings align with the preferences of Thai travelers, the convenience and cost-effectiveness of flight connections compared to other destinations, and the quality of services, including language support.
Another important factor is Vietnam’s approach to destination marketing investment across different markets. The promotional efforts targeting nearby markets, including Thailand, are relatively limited. The priority given to regional tourism promotion may not be sufficient to maximize visitor conversions. Without stronger marketing initiatives specifically tailored to Thai travelers, Vietnam may not be fully leveraging this high-potential market.
Without a comprehensive understanding of these elements, bridging the gap between brand perception and actual travel remains a challenge.
Conclusion
Vietnam has a strong brand reputation among Thai travelers, which presents a significant opportunity for growth. However, to fully realize this potential, a more strategic approach is needed. This includes making targeted and sustained investments in tourism promotion, as well as gaining a deeper understanding of the expectations of Thai travelers. By doing so, Vietnam can convert interest into substantial growth in tourism.
