Thailand Faces Decline in Chinese Tourists Amid Fierce Regional Competition
Key Statistics (Q1 2025):
- Japan: 2.36 million Chinese tourists
- Vietnam: 1.6 million (+78% YoY)
- Thailand: 1.33 million (−24% YoY)
Challenges Identified:
- Safety concerns: Lingering fears among Chinese tourists after recent incidents and natural disasters (e.g., March earthquake)
- Geopolitical tension: Trade wars and stricter U.S. tariffs impacting China’s economy
- Domestic focus: Chinese government promoting internal tourism
- Strong competition:
- Japan: Yen depreciation boosts affordability
- Vietnam: Visa exemption agreements, MoUs with Chinese provinces, cross-border QR payment system
Strategic Response from Thailand:
- Shift in marketing: From volume to quality tourism
- Mega Fam Trip (“Sawassdee Nihao”): 600 Chinese KOLs and tour operators invited to Thailand in May
- Flight route support: TAT helping Shandong Airlines resume Jinan–Bangkok flights
- 50th anniversary promotions: Events throughout the year to boost Thai-Chinese ties
Tourism Forecast for 2025:
- Projected 4.2 to 5.5 million Chinese arrivals, down from 6.7 million in 2024
- Daily average: 10,000–15,000 visitors
Industry Voices & Solutions:
- Santisuk Klongchaiya (Thai AirAsia): Urges improved safety image and larger promotional budgets in China
- Suggested actions:
- Leverage Chinese media to restore trust
- Boost TAT presence across China’s 5 offices
- Partner with influencers and online travel agencies
- Suggested actions:
- ATTA President Sittiwat Chiwarattanaporn: Warns of ongoing economic drag from U.S. tariffs on China and increased competition
