Tourism industry analysts suggest a reevaluation of Thailand's 2025 target due to potential shortfalls, advocating for a strategic shift and increased emphasis on attracting tourists from China.
In the bustling heart of Southeast Asia, Thailand is navigating a challenging landscape as it seeks to revive its tourism industry, particularly the Chinese market. The decline in Chinese arrivals, attributed to safety concerns following high-profile incidents like the kidnapping of Chinese actor Wang Xing and the 2023 Siam Paragon mall shooting, has left a significant impact [1].
To counteract this, the Thai government has launched the "Thailand Summer Blast - China & Overseas Market Stimulus Plan", a large-scale initiative with a 750 million baht budget, running until July 2026 [3]. This plan aims to boost arrivals by subsidizing charter flights from 15 secondary Chinese cities to popular Thai destinations, engaging in joint promotions with commercial airlines, and stimulating the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector [3]. The Tourism Authority of Thailand (TAT) projects that this program alone will generate over 33 billion baht in tourism revenue from approximately 790,000 visitors [3].
However, despite these efforts, Thailand has faced significant challenges. Chinese tourist arrivals dropped by about 34% in the first half of 2025 due to lingering impacts from COVID-19 and changing travel behaviors among Chinese tourists, leading to a 30-40% contraction earlier in the year [1][2][3]. This decline has had a considerable economic impact, prompting some sectors to rethink their dependence on Chinese visitors.
In response, Thailand’s tourism authority is diversifying its focus by targeting European markets, emphasizing wellness retreats, cultural immersion, luxury experiences, and foodie tours to attract a broader range of tourists [1][2][3]. Additionally, visa policies have changed, reducing tourist visa stays from 60 to 30 days to discourage illegal employment by foreigners, which could also affect tourist numbers [1][2][3].
Other difficulties include the rise of regional competitors like Malaysia, which recently overtook China as Thailand's top source of visitors [2]. Malaysia welcomed 38 million foreign tourists in 2024, Japan 36.9 million, while Thailand recorded 35.5 million [2]. Thailand is pushing for new and long-haul flights from these key markets while promoting sports tourism, cultural festivals, and eco-tourism [2].
Between January and June 2025, tourist arrivals from Germany, Italy, the Gulf states, the UK, and Australia rose year-on-year [1]. The TAT has partnered with Baidu, China's largest search engine, to strengthen Thailand's digital tourism marketing [1].
Geopolitical tensions and global economic uncertainty have affected international travel recovery [1]. The implication of Thailand's tourism slogan, "quality over quantity," is a shift towards more luxury-focused offerings [1]. Assoc Prof Krittinee Nuttavuthisit suggests Thailand must offer novel, engaging experiences that highlight local charm and foster stronger community connections [1].
China remains irreplaceable for Thailand's tourism industry, with the number of Chinese tourists arriving in the first five months of the year fewer than 2 million, a drop of nearly one-third from 2024 [1]. Tourism "quality" must match the high spending of the targeted tourist segment [1]. Additional campaigns include "Sawadee Nihao," inviting Chinese media representatives and influencers to visit Thailand [1].
Thailand may miss its 2025 international tourism target of 35.5 million visitors [1]. Experts warn that Thailand risks "chasing shadows" instead of developing a truly sustainable tourism industry [1]. The TAT is backing initiatives like the "Thailand Summer Blast - China & Overseas Market Stimulus Plan" [1].
Malaysia and Japan have overtaken Thailand in visitor numbers [2]. Thailand's economy has taken a hit due to the sharp decline in Chinese tourist arrivals, leading to a revised 2025 tourism revenue forecast of US$60 billion [2]. The TAT has increasingly focused on Europe, the US, and the Middle East to fill the gap left by Chinese tourists [2].
Vietnam has resumed the Nanning-Hanoi railway service, which had been closed for five years [2]. Ian Di Tullio cautions that while Thailand is shifting towards more luxury-focused offerings, it must ensure "quality" actually matches the high spending it demands [2]. Malaysia has extended visa-free entry for Chinese tourists by five years, while Vietnam has expanded its electronic visa programme [2].
The TAT is using AI-generated insights to attract high-quality Chinese tourists [1]. As Thailand continues to strive for a balanced recovery in its tourism sector, the focus remains on offering unique, high-quality experiences that cater to a diverse range of travellers while maintaining safety and sustainability.
- The Thai government, aiming to boost public safety and revive the tourism industry, launched the "Thailand Summer Blast - China & Overseas Market Stimulus Plan" to attract Chinese tourists, targeting secondary cities with a 750 million baht budget [3].
- Despite efforts to counteract the decline in Chinese tourist arrivals, Thailand faced significant challenges in 2025, with a 34% drop in the first half of the year due to COVID-19, travel behaviors, and safety concerns [1][2][3].
- In response, Thailand's tourism authority is diversifying its focus to include the European market, emphasizing wellness retreats, cultural immersion, luxury experiences, and foodie tours to attract a broader range of tourists [1][2][3].
- International geopolitical tensions and economic uncertainty have affected international travel recovery, but the implication of Thailand's tourism slogan is a shift towards more luxury-focused offerings that maintain safety and sustainability to cater to a diverse range of travelers [1].
