Thailand is actively working to restore its crucial Chinese tourism market after a significant decline in visitor numbers this year. Chinese tourist arrivals have fallen by approximately 35% compared to last year, posing a challenge for the new government to rebuild confidence and attract more visitors from its once-largest source market.
Key Takeaways
- Chinese tourist arrivals to Thailand dropped by 35% this year.
- Safety concerns, competition, and economic factors contribute to the decline.
- Thailand aims to attract 180,000-200,000 Chinese tourists during Golden Week.
- Experts suggest focusing on safety, quality, and diplomatic ties to recover.
- Pattaya is developing new attractions for independent Chinese travelers.
Chinese Tourist Numbers Decline Significantly
The Tourism Authority of Thailand (TAT) reported 3.3 million Chinese arrivals between January 1 and September 22 this year. This figure represents a sharp 35% decrease compared to the same period in the previous year. This decline impacts Thailand's tourism sector, which heavily relies on Chinese visitors.
Several factors are contributing to this slowdown. Safety concerns among Chinese travelers are a primary issue. Increased domestic tourism within China also plays a role, as more Chinese citizens choose to travel within their own country. Additionally, regional competitors like Japan and Malaysia are drawing Chinese tourists. The global economic slowdown is another contributing factor, affecting travel budgets.
Key Statistic
- 35% drop: Chinese tourist arrivals in Thailand fell by about 35% from January 1 to September 22 compared to the same period last year.
- 3.3 million: Total Chinese arrivals during this period.
Hopes for Golden Week Recovery
Despite the overall decline, daily arrivals from China have shown signs of stabilization. During China's Golden Week holiday, from October 1 to October 8, daily arrivals are projected to average 13,000. This is an increase from earlier averages of 8,000 to 9,500 per day.
The TAT estimates that around 180,000 Chinese tourists will visit Thailand between September 26 and October 8. This number could potentially exceed 200,000. However, even these projections indicate a 24% decrease from the 262,001 Chinese arrivals recorded during the same period in 2024.
Golden Week Impact
China's Golden Week is one of the country's most important national holidays, leading to a surge in domestic and international travel. It is a critical period for many tourism-dependent economies, including Thailand, to attract a large volume of visitors.
Impact on Tourism Revenue
The reduction in tourist numbers directly affects tourism revenue. Spending by Chinese visitors during this year's Golden Week is projected to be 9 billion baht. This is a 17% decrease from the 10.9 billion baht generated during the same holiday period last year. On average, Chinese tourists spend 6,600 baht per person per day and typically stay for six to eight nights.
Addressing Safety and Competition
Experts and tourism operators are discussing strategies to rebuild confidence and attract more Chinese travelers. Aksornsri Phanishsarn, an economics lecturer at Thammasat University, emphasized the need to address Chinese concerns about scams and crime. She highlighted fears over scam centers and a reported kidnapping incident involving a Chinese actor earlier this year as deterrents.
"Fears over scam centers and the kidnapping of a Chinese actor earlier this year have deterred visitors. Without stronger safety measures, promotions will have little effect," Aksornsri Phanishsarn stated.
Ms. Aksornsri suggested Thailand could learn from Japan. Japan positions itself as a premium destination focusing on safety, quality, and efficient transport, while remaining competitively priced. Japan's weaker yen also makes it an attractive option, despite stricter visa rules and higher living costs.
She also advised against direct competition with Vietnam, which often targets lower-spending group tours. Instead, Thailand should aim for a premium yet affordable experience, offering standards comparable to Japan at a lower cost.
Strengthening Diplomatic Ties
Surawat Akaraworamat, an adviser to the House committee on tourism, believes the decline is not solely due to safety. He stressed the importance of stronger engagement with Beijing. Chinese authorities, he noted, are not actively promoting Thailand as a destination.
While overall outbound Chinese travel is approaching pre-pandemic levels, only a few million visit Thailand. This is significantly lower than the 11 million recorded before the pandemic. Mr. Surawat also pointed out that visa-free entries might include business travelers, which could inflate arrival figures without boosting actual tourism revenue.
Pre-Pandemic vs. Current Arrivals
- 11 million: Chinese tourists visiting Thailand before the pandemic.
- Few million: Current Chinese tourist arrivals, despite outbound travel nearing pre-pandemic levels.
Mr. Surawat urged Tourism and Sports Minister Atthakorn Sirilatthayakorn to strengthen diplomatic and business ties with Beijing. He advised avoiding controversial topics such as casinos, cannabis, or zero-dollar tours. He recommended adjusting Thailand's promotional strategy over the next four months, moving away from broad "soft power" campaigns. Instead, he suggested focusing on the "5Fs": fashion, food, fighting, festivals, and film, which offer better promotional opportunities.
"The sector faces heavier burdens now than during the pandemic. Back then, activity was largely halted, so costs were minimal. Today, everything is running again, but the number of tourists has not recovered," he explained.
Pattaya Adapts to Changing Tourist Trends
Bhunanan Patanasin, former president of the Pattaya-Chon Buri Business and Tourism Association, confirmed that Chinese visitors remain Pattaya's largest market. However, he noted a decline in traditional group tours. Free Independent Travelers (FITs) are becoming increasingly important for the city.
Pattaya is developing new attractions to cater to smaller, higher-spending groups. These include theme hotels, waterparks, media art museums, and Chinese-style entertainment. For the high season, bookings are expected to reach 70% occupancy, mostly from Europe. Chinese arrivals, however, are still down by about 20%.
- New Attractions in Pattaya:
- Theme hotels
- Waterparks
- Media art museums
- Chinese-style entertainment
Mr. Bhunanan called on the government to help make travel to Thailand more affordable for tourists. He also emphasized the need to improve the transport system, especially for independent travelers. He highlighted that after arriving in Pattaya by tour bus, options for tourists are limited to songthaew (shared taxis) and ride-hailing apps.
He also suggested that the government host large-scale international festivals, such as the electronic music festival "Tomorrowland," to attract global visitors. In July, the cabinet, under Paetongtarn Shinawatra, approved the Ministry of Tourism and Sports' proposal to bring Tomorrowland to Thailand, to be staged at Wisdom Valley in Pattaya.
Reinforcing China-Thailand Relations
Prime Minister Anutin Charnvirakul recently attended a reception hosted by the Chinese Embassy in Thailand. The event marked the 76th anniversary of the founding of the People's Republic of China. In his keynote speech, Mr. Anutin reaffirmed Thailand's commitment to strengthening China-Thailand relations.
He highlighted the historical closeness between the two nations, stating, "China and Thailand are not strangers but family." He also extended an invitation for Chinese companies to invest in Thailand and encouraged more Chinese tourists to visit the country. Chinese Ambassador Zhang Jianwei echoed these sentiments, describing the two nations as "friendly neighbors and important partners."
Ambassador Zhang noted that cooperation in key sectors like agriculture and tourism has fostered goodwill and built a strong foundation for bilateral ties. He expressed China's readiness to deepen coordination with Thailand to expand future cooperation. This year marks the 50th anniversary of diplomatic relations between China and Thailand, celebrated as the "Golden Jubilee of China-Thailand Friendship."
