The initiative seeks to increase the proportion of Vietnamese tourists visiting Phuket from 8% to 12%, recognising the Vietnamese market’s potential due to its large, travel-ready working-age population exceeding 100 million people.
Held from May 20-24, the event was spearheaded by key figures including Thaneth Tantipiriyakij, President of the Phuket Tourist Association, andSaolak Chankaew, Deputy Permanent Secretary of the Phuket Provincial Administrative Organisation.
The delegation, consisting of 20 tour operators from Phuket, focused on promoting Phuket’s attractions and new tourism products in the two major Vietnamese cities Ho Chi Minh City and Hanoi.
In Ho Chi Minh City, the event took place on May 21 at the Hilton Saigon Hotel. Veeraka Muthitaporn, Consul General in Ho Chi Minh City, presided over the opening ceremony, with Kanya Manosengiam, Deputy Director of the TAT Ho Chi Minh Office, in attendance. The event featured business matchmaking sessions between Phuket tourism operators and 16 travel agency representatives from Ho Chi Minh City.
On May 23, the roadshow moved to Hanoi, where it was hosted at the Melia Hanoi Hotel. Urawadee Sriphirom, Thai Ambassador in Hanoi, presided over the opening, and Sukakarn Yodchun, Director of the TAT Ho Chi Minh Office, delivered the welcome speech. Business negotiations in Hanoi involved more than 30 companies, further solidifying Phuket’s presence in the Vietnamese market.
Mr Thaneth emphasised the strategic importance of Vietnam as a growing market for Phuket, noting the convenience of direct flights between Ho Chi Minh City and Phuket. “Vietnam is a key market with over 1 million tourists visiting Thailand annually. The direct flights make travel more convenient, and Vietnamese tourists have shown a preference for the luxury and extended stays that Phuket offers,” he said.
Mr Thaneth expressed confidence in the roadshow’s potential to increase the number of Vietnamese tourists to Phuket by at least 12%, translating to approximately 150,000 additional visitors. He highlighted the high spending power and preference for luxury experiences among Vietnamese tourists, making them a valuable segment for Phuket’s tourism industry.
This initiative is part of a broader strategy by the PPAO, led by President Rewat Areerob, to diversify and expand Phuket’s tourism markets. The roadshow in Vietnam marks the culmination of a series of successful promotional events in various cities and countries, each receiving positive responses from tourists.
Sukakarn Yodchun, Director of the TAT Ho Chi Minh Office, highlighted the potential of the southern Vietnamese market.
“Southern Vietnamese people are mostly in the working age group, living in an economic hub with high purchasing power. They are ready to travel, especially during school holidays,” she said. The TAT’s focus is on promoting tourism among working professionals, families, and seminar attendees ‒ all markets well-supported by Phuket’s diverse offerings, she added.
Phuket already boasts products and activities tailored to these groups, and the convenience of direct flights from Vietnam enhances its appeal. The island’s attractions cater to tourists of all ages, making it a prime destination for family vacations. In recent campaigns, the TAT has been showcasing Phuket’s unique offerings to Vietnamese tourists, encouraging them to visit, Ms Sukakarn said.
Ms Yodchun noted that the TAT frequently brings Vietnamese entrepreneurs and bloggers to Phuket for firsthand experiences, which they then share with their audience back home. “The Vietnamese market is very interesting as their habits are quite similar to Thai people. Effective communication in Vietnamese, especially by guides and hotel staff, would significantly improve their travel experience,” she said.
Echoing this sentiment, Veeraka Muthitaporn, Consul General in Ho Chi Minh City, emphasised the close cultural ties between Thailand and Vietnam.
“Vietnamese people are very familiar with Thai culture, products, and attractions, and they love to travel to Thailand, especially Bangkok and Phuket," she said. With Vietnam’s population exceeding 100 million, predominantly of working age, the potential for increased travel to Thailand is substantial.
“Vietnamese tourists are particularly drawn to Thailand’s traditions, cultural events, and beautiful beaches. Phuket, with its stunning seaside landscapes and rich cultural heritage, stands out as a preferred destination. This roadshow aims to solidify Phuket’s position as a top travel choice for Vietnamese tourists, promoting its diverse attractions and facilitating a deeper cultural exchange.
“Through these concerted efforts, Phuket hopes to see a significant increase in Vietnamese tourists, enhancing its tourism sector with a market known for high spending and extended stays,” he said.