Rebuilding China's Tourism in Thailand
The Decline in Chinese Tourist Arrivals and Thailand's Response
Chinese tourist arrivals to Thailand have experienced a significant decline this year, posing challenges for the new government as it seeks to restore confidence in what was once the country’s largest tourism market. According to the Tourism Authority of Thailand (TAT), the number of Chinese visitors has dropped by approximately 35% compared to the same period last year, with 3.3 million arrivals recorded between January 1 and September 22.
This downturn is attributed to several factors, including heightened safety concerns, an increase in domestic tourism within China, growing competition from regional destinations like Japan and Malaysia, and the global economic slowdown. Additionally, the decline in group tours from China has contributed to the overall drop in visitor numbers.
Despite hitting a low earlier in the year, daily arrivals from China have started to show signs of stabilization. During China’s Golden Week holiday from October 1 to 8, the TAT expects an average of 13,000 arrivals per day, up from previous levels of 8,000 to 9,500. The TAT projects that between September 26 and October 8, about 180,000 Chinese tourists will visit Thailand, potentially exceeding 200,000. However, this still represents a 24% decrease compared to the same period in 2024, when 262,001 Chinese visitors were recorded.
The drop in arrivals has also impacted tourism revenue. Spending by Chinese visitors during this year’s Golden Week is expected to be 9 billion baht, down 17% from 10.9 billion a year earlier. On average, Chinese tourists spend 6,600 baht per person per day and stay for six to eight nights on each trip.
Safety as the Top Priority
Experts and tourism operators have highlighted the need to address safety concerns to attract more Chinese visitors. Aksornsri Phanishsarn, an economics lecturer at Thammasat University, emphasized that fears over scams and crime have deterred many visitors. She pointed to the kidnapping of a Chinese actor earlier this year as a contributing factor.
Phanishsarn urged Thailand to position itself as a premium destination, similar to Japan, which focuses on safety, quality, and efficient transport while maintaining competitive pricing. She noted that Japan’s weaker yen makes it an attractive option despite stricter visa rules and higher living costs.
She also warned against directly competing with Vietnam, which targets group tours with lower spending power. Instead, Thailand should aim to provide a premium but affordable experience, offering standards comparable to Japan at a lower cost.
Strengthening Ties with Beijing
Surawat Akaraworamat, adviser to the House committee on tourism, suggested that closer engagement with Beijing is essential to reversing the drop in Chinese tourism. He pointed out that Chinese authorities are not actively promoting Thailand, even though outbound travel is nearing pre-pandemic levels. Only a few million Chinese visitors come to Thailand annually, far below the 11 million recorded before the pandemic.
Akaraworamat recommended recalibrating Thailand’s promotional strategy, moving away from broad "soft power" campaigns toward the "5Fs" – fashion, food, fighting, festivals, and film. He also advised the Tourism and Sports Minister to avoid controversial topics such as casinos, cannabis, or zero-dollar tours.
Reinventing Pattaya
Bhunanan Patanasin, former president of the Pattaya-Chon Buri Business and Tourism Association, noted that Chinese visitors remain Pattaya’s largest market, although group tours have declined. Free independent travelers (FITs) are becoming increasingly important.
To cater to smaller, higher-spending groups, Pattaya is introducing new attractions such as theme hotels, waterparks, media art museums, and Chinese-style entertainment. Despite these efforts, bookings for the high season are expected to reach only 70% occupancy, mostly from Europe, while Chinese arrivals are down by about 20%.
Patanasin called for government support to make travel to Thailand more affordable and to improve the transport system to better serve independent travelers. He also urged the government to host large-scale international festivals like the electronic music festival "Tomorrowland" to draw global visitors.
Diplomacy and Cooperation
Prime Minister Anutin Charnvirakul recently attended a reception hosted by the Chinese Embassy in Thailand to mark the 76th anniversary of the founding of the People’s Republic of China. In his speech, he reaffirmed the government’s commitment to advancing China-Thailand relations.
Chinese Ambassador Zhang Jianwei described the two nations as "friendly neighbours and important partners." He highlighted cooperation in key sectors such as agriculture and tourism, which has laid a solid foundation for strengthening bilateral ties.
This year marks the 50th anniversary of diplomatic relations between China and Thailand, celebrated as the "Golden Jubilee of China-Thailand Friendship." Under the strategic guidance of their leaders, the strategic cooperative partnership has expanded well.
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