Thailand Promotes Golf Tourism to Vietnam at Ho Chi Minh City Expo
The Tourism Authority of Thailand showcased several golf clubs, including Gassan Legacy and Mae Jo Golf Resort, at ITE HCMC 2026 to attract Vietnamese travellers. This initiative capitalises on increasing air connectivity and rising visitor numbers from Vietnam.
Thailand Strengthens Tourism Links with Vietnam
The Tourism Authority of Thailand (TAT) participated in the International Travel Expo Ho Chi Minh City 2026 (ITE HCMC 2026), held from 27–29 August at the Saigon Exhibition and Convention Center. This involvement aimed to strengthen tourism cooperation with Vietnam. It also connected Thai businesses with regional buyers.
The TAT sought to promote new travel options for Vietnamese travellers. The Thailand Pavilion, spanning 54 square metres, operated under the theme “New Thailand: Modern Thai Market”. Its design drew inspiration from Bangkok’s Song Wat neighbourhood. The pavilion combined heritage elements with contemporary Thai creativity.
It highlighted Thai tourism products, lifestyle activities, and cultural elements. This setup facilitated meetings between Thai operators and Vietnamese buyers and consumers.
Golf Clubs Feature in Promotional Push
Several golf clubs were among the Thai businesses present at the expo. Gassan Legacy Golf Club from Lamphun featured prominently. Mae Jo Golf Resort & Spa in Chiang Mai also participated. Toscana Valley Country Club in Khao Yai joined the exhibition.
Other attendees included Thai Airways International (THAI), SAii Resort, Santiburi Koh Samui, Calypso in Bangkok, and Phuket Destination Co., Ltd. The TAT used ITE HCMC 2026 to build connections with Vietnamese millennials, Gen Z travellers, and families. It also targeted higher-value segments. These included incentive, luxury, and sports tourism markets.
The strategy seeks to expand demand beyond traditional destinations. It promotes culture, wellness, sport, major events, and new destinations across Thailand. Vietnamese travellers show increasing interest in activity-based visits.
Expanded Air Connectivity and Visitor Growth
Air connectivity between Thailand and Vietnam continues to expand. Seven airlines expect to operate 14,437 direct flights between the two countries in 2026. This represents a 7% increase in services. Following cooperation with the TAT, Vietnam Airlines launched four-weekly Ho Chi Minh City–Phuket services in July 2026. The TAT also supports discussions for potential new routes.
These routes would link Vietnam with other key Thai destinations. Demand from Vietnam supports Thailand’s tourism recovery. It also aids market diversification. Air bookings for June–August increased by 14.1%. Forward bookings for the remainder of 2026 are forecast to rise by 9–23%. Thailand welcomed 660,386 Vietnamese visitors in 2025.
Between 1 January and 18 August 2026, the country recorded 359,932 arrivals from Vietnam. At least 600,000 visitors are expected by year-end.
Traveller Support and Future Golf Travel
Independent travellers constitute approximately 71% of the Vietnamese market. Bangkok, Chon Buri, Chiang Mai, Phuket, and Krabi remain popular destinations. Interest is also growing in regions such as Kanchanaburi, Rayong, Ayutthaya, Khao Yai, and Phang-nga. The TAT promotes its “Trusted Thailand” initiative.
This programme focuses on tourism standards covering security, payment systems, foreign-language communication, and transport accessibility. Government measures support the initiative. These include the Thailand Tourist Police application, Hotline 1155, Tourist Assistance Centres, and the Tourist and Sports Volunteer network.
These efforts aim to strengthen Thailand–Vietnam tourism cooperation. They also create new opportunities for business partnerships. Thai tourism authorities anticipate these initiatives will translate into more accessible and diverse golf travel options for Vietnamese players seeking new courses.
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