Friday, April 25, 2025
Thailand is facing a sharp decline in popularity among Chinese tourists, a group that once dominated the country’s tourism scene. A recent survey by China Trading Desk, which gathered responses from over 15,000 Chinese travelers, revealed that Thailand has slipped from the fourth most-preferred destination in late 2024 to seventh place in early 2025.
This drop has sparked concern among Thai tourism officials, prompting urgent action to reclaim Thailand’s standing in the Chinese travel market.
A Flight Plan for Recovery
The Association of Thai Travel Agents (Atta) has put forward a proposal to revive interest among Chinese travelers, calling for a 320 million baht government investment. The centerpiece of the plan is the subsidy of 1,000 charter flights over a three-month period from 20 second-tier cities across China.
This initiative is designed not only to make travel more affordable but also to rebuild traveler confidence and generate buzz through word-of-mouth marketing. Officials hope these efforts will help restore Thailand’s appeal and bring back the influx of Chinese tourists it once enjoyed.
What’s Behind the Decline?
Several factors have contributed to Thailand’s waning appeal. Safety concerns top the list, following high-profile incidents like the kidnapping of Chinese actor Wang Xing and a recent earthquake that affected both Thailand and neighboring Myanmar. Political instability and growing perceptions of risk have only deepened traveler hesitance.
The numbers reflect this downturn clearly. Thailand, which used to welcome 15,000 to 20,000 Chinese tourists daily, saw that figure fall to just 5,833 by mid-April 2025. The government had hoped to reach 7 million Chinese tourist arrivals this year, but with current trends, that number may fall short—closer to 5.5 million, a steep drop from 6.7 million in 2024.
A Hit to More Than Just Tourism
Chinese tourists have historically been a crucial part of Thailand’s tourism economy. In 2019, before the pandemic, the country welcomed over 11 million Chinese visitors—accounting for more than a quarter of all international arrivals.
Now, as global tourism recovers and outbound Chinese travel is projected to rebound to 155 million trips in 2025, the risk is clear: without swift action, Thailand could lose out on a significant slice of this growing market.
Atta President Thanapol Cheewarattanaporn emphasized that the issue runs deeper than just pricing. Even with steeply discounted tour packages, many Chinese tourists remain reluctant to visit, indicating a loss of confidence that needs urgent attention.
The Details of the Subsidy Plan
The 300 million baht earmarked for subsidizing chartered flights is expected to support travel for around 150,000 Chinese tourists. Each flight will carry approximately 150 passengers, and the program will run for three months.
To encourage exploration beyond Thailand’s usual hotspots, the initiative will require tourists to stay for at least four to five nights and include routes that highlight different parts of the country. The idea is to promote more balanced, sustainable tourism and reduce the overconcentration of visitors in Bangkok and a few key cities.
Following Regional Trends
Thailand is not alone in using subsidies to attract Chinese travelers. Vietnam has launched similar initiatives, and Chinese cities like Hangzhou have also invested heavily in bringing in foreign tourists—spending as much as 150,000 yuan (around 700,000 baht) per chartered flight. These strategies reflect a broader shift in how countries are working to secure a piece of the Chinese outbound travel market.
Budget Limitations and Adjustments
Despite the ambitious proposal, limited budgets have forced some scaling back. For example, a planned familiarization trip to host 600 Chinese travel agents and media figures has been trimmed to 400 participants. Similarly, a proposed promotional roadshow in four Chinese cities had to be reduced.
Still, Atta remains committed to moving forward with the familiarization event in late May, which will bring together travel agents from 30 Chinese provinces. The goal is to create stronger connections between Thai tourism operators and their Chinese counterparts, laying the groundwork for future business.
Atta has also urged the Tourism Authority of Thailand (TAT) to involve high-ranking government officials—ideally Prime Minister Paetongtarn Shinawatra—to host the welcome reception, hoping that such gestures will send a strong message about Thailand’s safety, readiness, and commitment.
A Strategy With Global Implications
Thailand’s recovery plan could influence how other countries approach similar tourism challenges. With China remaining one of the largest outbound travel markets in the world, the competition is fierce. Destinations that can successfully balance affordability, safety, and compelling travel experiences will be the ones to watch.
Thailand’s approach—focusing on rebuilding trust, expanding destination diversity, and offering practical incentives—might serve as a blueprint for others looking to recapture the attention of Chinese travelers.
Looking Forward
Thailand’s tourism sector is at a turning point. The proposed flight subsidy program represents more than just a short-term fix; it’s a necessary step in a broader recovery strategy. By addressing the deeper concerns that have caused Chinese travelers to look elsewhere, Thailand hopes to reclaim its place as a top destination and set the stage for a more resilient tourism future.
If successful, the ripple effects of these efforts could help reshape tourism across Southeast Asia and beyond.
References:
${ lang === 'zh' ? '中文': 'ENG' }
