21/05/2026
Vietnam tourism is leading the growth during Q1 2026 in terms of international arrivals.
Figures from Malaysia and Thailand are still above the ones from Vietnam, but fast development is shortening the differences at short term vision.
Latests measures from Thai tourism officials included cutting visa stays, airline connectivity had been heavily affected by geopolitical issues, plus conflict with Cambodian border former colleagues.
Malaysian unregulated sector is affecting hotel occupancies and long term vision: despite large tourism marketing efforts, seems visitors saving accommodation costs using plarforms and cheaper options.
Vietnam facing the quantity over quality issue, a cheap cost perception and “once in a lifetime visit only” fact that makes customers spending little and never return for a second visit. The lack of sustainability protocols, environment & waste protection and lack of community involvement is marking a new era for Vietnamese owners and operators.
