Indonesian, Thai tourists express highest satisfaction after visiting Vietnam

By Hoang Vu March 13, 2025 | 05:00 am PT

Thai tourists wearing traditional ao dai pose for photos in northern Vietnam. Photo by Cao Ngoc Son

Indonesia, Thailand, and India are Vietnam's top tourism markets, with satisfaction levels from these countries being the highest in Asia, according to a recent report.

The Net Promoter Score (NPS), which measures satisfaction, willingness to continue using a service, and the likelihood of recommending it to others, was 51 for Indonesians, 49.3 for Thais, and 39 for Indians, based on a survey of 4,000 tourists from eight Asian destinations conducted by market research and data analytics firm Outbox Company.

The regional average for Asia was 26.

Outbox reported that visitors from these countries not only expressed high satisfaction with their experiences in Vietnam but also tended to recommend the country positively to friends and relatives.

"This was a positive signal for the tourism industry," the company said in a press release.

It recommended that the tourism industry create incentive programs for returning visitors and promote promotional content based on visitors' own experiences.

The report also highlighted that India and Thailand had the highest intention to visit Vietnam again. On the other hand, Japan and Taiwan had the lowest consideration scores.

In 2024, over 184,000 Indonesians visited Vietnam, a 74% increase year-on-year.

The country's profile was further boosted by the arrival of many famous Asian celebrities including travel bloggers and actresses from Thailand.

In August, Dilip Shanghvi, the Indian owner of Sun Pharmaceutical Industries and one of India’s richest individuals, brought 4,500 employees to Vietnam for a company vacation.