Which destination is replacing Thailand in Southeast Asia?

At the end of August, Bangkok Post—Thailand’s most widely read, long-established, and reputable English-language daily—published survey results on the leading destinations replacing Thailand for tropical beach holidays in Southeast Asia.

The results show that 26.3% of respondents chose Vietnam as their top choice, far surpassing the Philippines (18.9%), Indonesia (18.3%), Malaysia (12.7%), Cambodia (12.7%), and Singapore (11.1%). “Tourists are turning away from Thailand,” Bangkok Post pointed out, highlighting concerns for the country’s tourism industry, as the survey indicated that 70% of respondents preferred other regional destinations over Thailand.

These findings reflect a strong repositioning within Southeast Asia’s tourism market. While Thailand remains a globally popular destination, its neighbors—particularly Vietnam—are increasingly capturing the market. Travelers are drawn to Vietnam’s long coastline, cultural charm, and unique experiences at its island and seaside destinations. Notably, in the first seven months of this year, Vietnam welcomed 12.2 million international visitors, up 22.5% compared with the same period in 2024. Meanwhile, Thailand saw arrivals decline by 7%.

When asked which destination gives Vietnam an edge over Thailand, respected global travel outlet Travel and Tour World pointed directly to Phu Quoc.

“Phu Quoc is not only breaking through, outpacing many regional competitors, but also making a powerful mark on the global tourism map. The figures and trends clearly reflect a shift in traveler preferences while underscoring Vietnam’s growing reputation as a beach paradise—where stunning nature, modern infrastructure, and global recognition converge,” the outlet reported. In just the first six months of this year, Phu Quoc welcomed 4.5 million visitors, including 900,000 international arrivals—an increase of 76.7% compared with the same period in 2024.

One of the island’s biggest draws for international travelers is its unique visa-free policy: the only destination in Vietnam offering a 30-day visa exemption to visitors from around the world. Adding to this advantage is increasingly convenient air connectivity, making travel from major Asian cities easier than ever. This November, Sun PhuQuoc Airways will officially launch, linking travelers from across Vietnam to Phu Quoc.

Phu Quoc is also Vietnam’s sole representative in the prestigious Travel Leisure Luxury Awards, recognized in the category of “Asia-Pacific’s Best Islands.” The award is renowned for its rigorous criteria, demanding excellence in service, integrated resort-entertainment ecosystems, brand identity, and personalized experiences. Similarly, Condé Nast Traveler readers ranked Phu Quoc the second most beautiful island in Asia in 2025, further cementing its global profile.

Beyond nature, the island’s integrated ecosystems of resorts, leisure, and entertainment are the true “soul” breathing modern vitality into Phu Quoc. A host of high-end international brands such as JW Marriott Phu Quoc Emerald Bay Resort, La Festa Phu Quoc – Curio Collection by Hilton, New World Phu Quoc, and Premier Village Phu Quoc, along with upcoming ultra-luxury names, are shaping the island’s identity. At the same time, world-class landmarks and signature experiences in Sunset Town – such as the Guinness-certified Hon Thom three-wire cable car, the iconic non-touching Kiss Bridge praised by CNN, the Guinness-record multimedia show Kiss of the Sea, and nightly fireworks – are making Phu Quoc a dazzling highlight on the global tourism map.

In the near future, the island will become even more alluring with the arrival of ultra-luxury hospitality brands like Rixos, The Luxury Collection, and Ritz-Carlton Reserve. As soon as this year-end, Phu Quoc will also welcome a series of new art and entertainment experiences, including the return of Symphony of the Sea Season 2, along with attractions such as Kiss Square and the La Festa Bazaar shopping and dining district – all promising visitors unforgettable moments on the island.

Beyond Phu Quoc, Travel and Tour World noted that Vietnam’s tourism strength also lies in its 3,200 km of coastline. Nha Trang is famous for its vibrant beaches and water sports, Da Nang for its long stretches of sand and modern resort setting, while Hoi An captivates visitors with its blend of traditional charm and seaside relaxation.

The Bangkok Post survey underscores a turning point in the Southeast Asian tourism landscape. The combination of stunning coastlines, iconic destinations like Phu Quoc, and improving infrastructure has propelled Vietnam to the forefront as the leading alternative to Thailand for beach holidays. While Thailand remains a tourism powerhouse, Vietnam’s rising presence, with Phu Quoc as its trump card, signals that travelers now have a new favorite choice when it comes to tropical escapes.