Vietnam’s international arrivals were 44.5% above the corresponding period in 2019. South Korea’s were 28.4% higher. The two countries have moved beyond their pre-pandemic visitor numbers while the wider Asia-Pacific recovery remains uneven.
The Pacific Asia Travel Association’s Annual Tourism Monitor, released on Oct. 22, put Vietnam’s year-on-year growth at 14.9% and South Korea’s at 21.4% for the early months of 2026. Vietnam received 19.5 million foreign visitors through October, according to its National Statistics Office. South Korea had passed its previous full-year record of 18.94 million by Oct. 27, its tourism ministry said.
Across the 44 destinations tracked by PATA, international arrivals reached 239 million. That was up 2.9% year-on-year but remained 3.7% below the corresponding 2019 level.
A different picture in Thailand
Thailand’s international arrivals fell 4.9% year-on-year in the PATA monitor. A separate University of the Thai Chamber of Commerce assessment forecasts a 4.5% decline to 31.5 million foreign visitors for 2026, below its earlier estimate of 32–34 million and nearly 33 million arrivals in 2025.
UTCC surveyed 368 tourism operators. External pressures, including war, Middle East tensions and global economic conditions, accounted for 48.1% of responses about the decline. Domestic constraints represented 25.3%, while tourists choosing rival destinations accounted for 21.7%.
Those domestic problems included fewer flights, visa-policy uncertainty, difficulties at border checkpoints and safety concerns. UTCC president Thanavath Phonvichai said global developments alone could not explain Thailand’s difficulties; competitiveness also needed urgent attention.
The contraction deepened from 2.4% in the first quarter to 4.4% in the second and 5% in the third. September’s year-on-year decline reached 10.5%. Among Thailand’s five leading source markets, only China expanded during the first nine months, rising 15.2% to 3.94 million arrivals.
Operators’ most urgent requests were more direct flights and action at border checkpoints, cited by 42% of respondents. UTCC expects arrivals to recover to 34 million in 2027, generating approximately THB1.63 trillion in international-visitor revenue, although its scenarios range from 32.57 million to 35.44 million.
Looking beyond familiar routes
PATA argues that restoring headline arrival totals is not enough. It wants destinations to draw from a wider range of markets, persuade visitors to stay longer and spread tourism beyond major attractions and peak seasons.
That approach is also visible in demand for less familiar places: 55% of Indians plan to explore offbeat destinations in 2027, the highest proportion in Asia.
Tourism organizations are pursuing new partnerships as well. The Azerbaijan Tourism Board signed a Memorandum of Understanding with PATA during the PATA Hosted Buyers Summit Baku 2026. Chief executives Florian Sengstschmid and Noor Ahmad Hamid signed the agreement, which covers industry connections, international media cooperation and exchanges of expertise.
Qatar Tourism has also joined PATA as a destination member. The arrangement gives it access to a network of destinations, airlines, hospitality groups, travel companies and tourism authorities, alongside research collaboration and industry events.
Sport is entering the same competition for Asian attention. Bologna FC 1909 has appointed New York-based CSTS Enterprises as its Official Regional Partner in Asia. Their programme covers brand visibility, digital engagement, matchday hospitality and commercial activation, including travel packages for Asian fans and business guests attending home matches in Bologna.
Sources
- Asia
- Azerbaijan Signs Tourism Deal to Attract More Visitors From Asia-Pacific Region
- Thailand’s tourism recovery falters as Asian rivals gain ground
- Qatar Tourism joins PATA to strengthen ties with Asia Pacific tourism markets
- Vietnam, South Korea shine amid uneven Asia-Pacific tourism recovery – VnExpress International
- Bologna FC 1909 and CSTS Enterprises Announce New Strategic Partnership in Asia
Photo: World Travel & Tourism Council (CC BY 2.0)
