The line graph
Overall, tourist numbers grew in all three countries, but Thailand attracted the highest figures throughout and ended the period with a commanding lead. Japan experienced the most dramatic surge, whereas Vietnam’s growth, though steady, was considerably more modest.
In 2010 roughly 15 million people visited Thailand, almost double the 8 million who chose Japan and triple Vietnam’s 5 million. Numbers in Thailand climbed gradually to 20 million in 2013 and then rose more sharply, reaching 40 million by 2020.
Japan’s trajectory was steeper. Visitor totals jumped to 18 million by 2013, overtook Vietnam in 2012, and then accelerated, peaking at 32 million in 2019 before a slight dip to 30 million in 2020. The country’s final figure was nearly four times its starting point.
Vietnam followed a gentler path. Arrivals edged upward to 9 million in 2015 and continued rising, albeit slowly, to 18 million at the end of the period. Despite this, Vietnam remained the least visited of the three destinations and never closed the gap with its neighbours.
