Travel Thailand's Chinese Tourism Faces Crisis as Arrivals Plummet

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Picture courtesy of Bangkok Post

 

Thailand is witnessing a severe dip in Chinese tourism, with daily arrivals plunging to record lows in 2025. This decline has prompted industry leaders to warn of a looming crisis, as the once-thriving stream of visitors from China slows to a trickle.

 

On April 16, only 5,833 Chinese tourists arrived in Thailand, a sharp decline from the typical 15,000 to 20,000. Sisdivachr Cheewarattanaporn, advisory chairman of the Association of Thai Travel Agents, has sounded the alarm, comparing this slump to the aftermath of the 2018 Phuket boat tragedy but noting that this situation is more multifaceted.

 

Economic challenges, such as US tariffs affecting China's economy, and Beijing's push for domestic tourism, are significant contributors to the decline. Despite a peak during the Songkran holiday, Chinese arrivals have since dwindled, according to data from Thailand's Ministry of Tourism and Sports.

 

Compounding the problem is a series of events that have eroded Chinese confidence in Thailand as a travel destination. The high-profile kidnapping of actor Wang Xing is cited as a factor leading to reduced tourist numbers. Even optimistic projections suggest only 4.2 to 5.5 million Chinese tourists for the year, falling short of the 7 million target and the pre-pandemic figure of 11 million.

 

 

 

The Chinese government's investment in local tourism infrastructure and a 240-hour visa-free transit policy have bolstered domestic travel, affecting outbound tourism to places like Thailand. In response, the Tourism Authority of Thailand is taking steps to counter this trend. Initiatives include inviting 600 Chinese travel agents and key opinion leaders to experience what the country has to offer across 30 provinces.

 

Former TAT governor Yuthasak Supasorn stresses the urgency of restoring Thailand’s image through reputation management, improved safety communication, and enhanced digital engagement with Chinese audiences. Collaborative efforts with airlines, tour operators, and online travel giants are also essential.

 

Without swift and effective measures, experts fear Thailand might struggle to recover its once robust Chinese tourism sector, posing significant challenges for the country's economy and the tourism ministry's goals.

 

 

  Adapted by ASEAN Now from The Thaiger 2025-04-23

 

 

 

[Gottfrid]

What do they expect? People are scared coming here. They kidnap people and put them in call center camps. They are wasting people like flies on the roads. Gun smoke in the streets and scammers paradise! That´s like what they call a pristine and family friendly tourist destination.