Thailand courts Vietnam’s younger, higher-spending traveller at ITE HCMC

Thailand used ITE HCMC 2026 to deepen its push into Vietnam’s increasingly important outbound market, with the Tourism Authority of Thailand focusing specifically on younger and higher-value Vietnamese travellers.

The 20th edition of the International Travel Expo Ho Chi Minh City brought together tourism suppliers, buyers and travellers from across the Lower Mekong region. Thailand presented its “New Thailand: Modern Thai Market” proposition around culture, wellness, sport, events, food and emerging destinations.

B2B angle: This is more than destination promotion. Thailand is trying to reposition its product for a new generation of regional travellers who want experiences rather than traditional package tourism.