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The Shift of Chinese Tourists Away from Thailand: Insights and Implications

The Shift of Chinese Tourists Away from Thailand: Insights and Implications

James Miller, GetTransfer.com
da 
James Miller, GetTransfer.com
4 minuti di lettura
Notizie
Maggio 13, 2025

Declining Numbers of Chinese Tourists in Thailand

The tourism sector in Thailand is currently grappling with a notable decrease in the number of visitors from China. This ongoing trend has persisted for more than a year, prompting industry professionals to call for comprehensive strategies to rejuvenate Thailand’s image as a safe and desirable travel destination. Addressing the situation requires a collective effort, as the Tourism Authority of Thailand (TAT) alone lacks the authority to enforce necessary reforms. A significant move must come from the Thai government, particularly concerning longstanding issues regarding the visa-free policy being exploited by ‘grey’ nationals involved in unlawful activities.

Current Visitor Statistics

Recent statistics paint a concerning picture: from January 1 to April 20, 2025, Thailand received 11,272,379 foreign visitors, showing a marginal rise of 0.52% compared to the same time in 2024. Chinese tourists remain the largest group, totaling 1,524,697 arrivals, followed by travelers from Malaysia, Russia, India, and South Korea. However, on April 16, 2025, only 5,833 Chinese tourists entered Thailand, marking the lowest daily figure since the introduction of the continuous visa-free entry on March 1, 2024. Initially, projections aimed for a daily influx of 15,000 to 20,000 Chinese tourists under this policy.

Response to Tourist Recovery Initiatives

In light of these challenges, TAT Governor Thapanee Kiatphaibool announced revised tourism targets for 2025, aiming for 35.5 million foreign visitors, the same as the preceding year. The agency projects generating over 1.83 trillion baht in international tourism revenue, aiming for an increase of at least 10%. Additionally, domestic tourism is set with a goal of 205 million trips, bringing in 1.17 trillion baht. To facilitate these targets, the TAT has requested 3.5 billion baht of government investment to fund essential initiatives, including a scaled-back “Travel Thailand Together” subsidy campaign, enhanced online marketing campaigns directed at independent travelers, and collaborations with airlines to ensure high occupancy rates on flights, particularly those between China and Thailand.

Shifting Tourist Preferences

Despite recent domestic tourism revenue reaching 952 billion baht between January and April 28, fueled by long-haul travelers, the lack of Chinese visitors poses a critical challenge. To re-engage this demographic, TAT is launching the “Sawasdee Ni Hao” campaign, aimed to attract more than 300 Chinese influencers and media representatives to Thailand to promote the nation’s offerings first-hand.

Concerns Behind the Decline

However, the situation may require far more than basic promotional tactics. A viral online post in China titled “Why Chinese Tourists Aren’t Coming to Thailand” has highlighted five major concerns that discourage Chinese travelers:

  • Safety Issues: Fear of violent crime and unreliable law enforcement contribute significantly to Chinese tourists’ trepidation, exacerbated by the presence of ‘grey’ criminals.
  • Affordability: Although living costs in Thailand are relatively low, the rising prices of hotels and dining options have made tourism there less attractive compared to destinations like Japan.
  • Perceived Outdatedness: Many attractions have not seen updates in over a decade, making Thailand seem less appealing compared to newer, more exciting destinations.
  • Negative Media Coverage: Frequent reports of accidents and crimes involving tourists have tarnished Thailand’s image in Chinese media, contributing to a negative perception.
  • Domestic Alternatives: With the rise of events like the Songkran-inspired festivals in southern China, many travelers now choose local experiences over international travel.

Niche Markets Still Find Appeal

Nevertheless, some specific audiences, such as Chinese LGBTQ tourists, continue to view Thailand favorably, drawn by unique cultural events like the S2O Music Festival.

Conclusione

Thailand is facing a challenging landscape as it navigates the complexities of offering a compelling travel experience amidst declining interest from a crucial tourist demographic. The country’s historical popularity must evolve through innovative ideas and reforms to remain competitive in a fast-changing global tourism environment. There is an urgent need for Thailand to rebuild its reputation and effectively convey the safety and value of its offerings. With the right approach, supported by platforms like GetExperience.com, travelers can seamlessly explore a range of curated adventures tailored to their preferences and budget. GetExperience.com offers verified providers and a wide array of experiences, ensuring travelers can plan their trips with confidence and convenience. Book your Trip with GetExperience.com.