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Thailand Rethinks Tourism Strategy After 34% Plunge in Chinese Arrivals

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It's not just the Chinese... other nation tourists are also going in lesser numbers as compared to before... I see lesser Koreans in Thailand and more of them to Vietnam... even Japanese for that matter... 

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  • Quentin Zen
    Quentin Zen

    Pattaya and Phuket is the money maker.   180 day stamp for everyone, and if you have a criminal record an extra 30 days.  if outstanding warrant, and extra 90 days.   more tats, more days.   I can't w

  • Probably something to do with the fact that the Chinese economy is in the toilet, unemployment and business closures at record highs, declining industrial profits, and an ageing population reducing do

  • daveAustin
    daveAustin

    Nearly 17M in six months is still too many for Thailand. It clogs the place up. They should be aiming for a sustainable 20M per year or less, max 1M Chinese. 

Posted Images

10 hours ago, Gsxrnz said:

Probably something to do with the fact that the Chinese economy is in the toilet, unemployment and business closures at record highs, declining industrial profits, and an ageing population reducing domestic consumption. 

 

I could be wrong. :coffee1:

No you are not wrong!😄

1 hour ago, Magictoad said:

People are flooding in especially to Pattaya; the Indians have replaced the Chinese, thank goodness,

Like moths to a flame and dung beetles to you know what....

Why they dont need to lay in bed till late afternoon then perform there duties, instead of getting up early in the morning and going to work. Its easier to lay on your back for 20 mins.

Extra tuition for highflyer students, improved education for all. Bring up the PISA scores. More focus on manufacturing for the future. Better infrastructure. Is it that hard?

Chinese citizens still have travel bans that were never lifted during the scamdemic. Only wealthy and connected ones have the social credit score high enough to travel overseas.

Ban weed, That will bring them back

15 hours ago, BarraMarra said:

Oh dear thai tourism chiefs running round like Headless chickens because the Chinese arn't arriving. Why do they rely on them. They should go back to what they do best forget all this highend tourism get arses on the bar seats by looking to give discounts to European tourists for once the chinese goose has flown.

 

 

If they need to discount for European tourists then I am not sure I want those either

49 minutes ago, bkknirvana said:

Chinese citizens still have travel bans that were never lifted during the scamdemic. Only wealthy and connected ones have the social credit score high enough to travel overseas.

 

 

AFAIK there are no restrictions on Chinese traveling to Thailand  - indeed, they can enjoy visa exemption for 90  days.

 

I think you will find that Chinese tourists have turned there attention to other locations  - Vietnam for example. Even Chines arrivals in Cambodia were 55% up last year.

7 hours ago, factual monk said:

Indians are traveling to Vn in huge numbers... and why will Chinese complain about Indians in Thailand... ? They both are same in mannerisms 

 

 

You still need a visa to go to Vietnam for Indians. About 25% of the numbers that visit Thailand.

 

Because you need a visa you need to show evidence of a hotel booking and return flight. No sharing 4/5 guys into a room. As a result you weed out the sex nut men who spoil the reputation for other Indians, you instead get families. 

Are they going to alter all the visa-exempt allowed time and visa application rules finally ?

Fill up whole Thailand with criminals from Russia.. India and don't forget Israeli people.

Arabs too..make them take over Phuket and u get what u asked for.

Make sure to manipulate the bath and charge double for everything..let the few tourists pay for everyone.

Make sure to raise prices minimum 36-46%.

Thailand is the  hub for criminals on the run and weed smugglers.

Double the ATM-fees too.Ur greediness will never change.

 

22 hours ago, gk10012001 said:

Should follow buddhism precepts and do things more in moderation

I like your recommendation!

The open border policy has shown to be sheer lunacy. 

 

You need to have balances and checks to ensure you have responsible visitors to your country. 

 

Thailand these days is a complete mess with the people it's letting in. Absolute pits. The DTV is being abused. 

 

This was the first year we actively looked at moving elsewhere. 

 

 

 

Then on top of that they made the unwise decision to open up to India, without actually thinking should they have some balances and checks in place? Should they ensure all indians are booking hotels, and returning etc They did nothing, with the foolish notion let's just get more visitors in. 

 

Indian visitors are turning away some nationalities who find their behaviour awful. I love India, and the families who come on holidays are amazing. But they have alot of sex pests who come to Pattaya especially and behave absolutely disgusting. As a female there you simply cannot go. 

23 hours ago, BarraMarra said:

give discounts to European tourists for once

How the government give discounts to European tourists. Compensate hookers and brothels masquerading as bars to treat Europeans based on customers' skin color? 

23 hours ago, BarraMarra said:

Oh dear thai tourism chiefs running round like Headless chickens because the Chinese arn't arriving. Why do they rely on them. They should go back to what they do best forget all this highend tourism get arses on the bar seats by looking to give discounts to European tourists for once the chinese goose has flown.

They could open opium dens Chinese don't do gunga much 

  • Popular Post

After the big “C,” people were stir-crazy from lockdowns, and understandably, global travel skyrocketed. Many were escaping — often on borrowed money — after months of not working.

That travel boom made governments like Thailand believe this tourist surge would continue long-term.

But reality has hit. Travelers have become more cautious, choosing to stay closer to home and spend less abroad. That’s not being “less interested,” it’s being financially and mentally grounded again.

Travelers are becoming more selective about where they choose to go.

 

Thailand's push to promote more tourism is great in principle, but here’s some honest feedback on ways to improve the odds of bringing more tourists to the Land of Smiles:

 

🔹 Stop overcomplicating entry — Streamline visas and arrival processes.
🔹 Avoid fear-based tactics — Immigration raids and “scare press releases” about overstays sends the wrong message. Enforce laws quietly, effectively, and professionally.
🔹 Kill the "water-closet schemes" — Not every brainstorm needs to be a policy. Misinformation and red tape discourage visitors to Thailand.

 

Tourists want a warm welcome, not warnings and crackdowns. They're on vacation!  They don't want to deal with a hostile environment.  

Travelers are becoming more selective about where they choose to go.

 

Thailand is an amazing place — let it shine by focusing on simplicity, hospitality, and clarity. These are some of the key factors that attract people — and keeps them coming back. 🌴🙏

6 hours ago, DonniePeverley said:

 

 

You still need a visa to go to Vietnam for Indians. About 25% of the numbers that visit Thailand.

 

Because you need a visa you need to show evidence of a hotel booking and return flight. No sharing 4/5 guys into a room. As a result you weed out the sex nut men who spoil the reputation for other Indians, you instead get families. 

I dont know your nationality but seems you suffer from something against Indians.  As I see to it, Pattaya seeing surge of Indians is because of travel tour packages. I went to pattaya once that to before covid... I didn't liked being there... not because of people of any nationalities but the place... and of course it's a sex city so bulk male tourists are in pattaya to have sex... it's simple. I see people here online ranting against Russians, Indians, Chinese... but I have stayed with all of them... I didn't see any problem... yea few stupid people are every where and from all nationalities... including your nationality.  

15 hours ago, kwilco said:

so nothing to do with Chinese tourists apart from te fact you don't like Chinese - pure prejudice

 

get on a flight from say ..    NY to Thailand ,,  thru Hong Kong     that will open your eyes ....then it won't be "predjudice"  

Oh no, the Chinese aren't coming! The sky is falling... 😆 

 

(At the same time, record Chinese tourist numbers in Malaysia, Japan...)

20 hours ago, thesetat said:

I think you will find that the private sector is the main cause with the government being the secondary cause for the lack of tourists. The people are not all smiles anymore and get angry easily then react harshly. Then you have the government or police or other authorities that do nothing when there is a problem until it is claimed on social media, then they react harshly and quickly with actions that only affect the foreigners. ( like the trains banning all alcohol after a train worker raped and killed a passenger and dumped her from the train because he was drunk.) 

Then there is the problem about VIsa's. Thailand is doing everything they can to make visas harder to obtain and keep. New rules added or changed almost quarterly in a year. The PM went to China to assure them it is safe for them to travel but within a couple weeks more Chinese missing and more Chinese scammed by Thais. All posted in the Chinese social media showing just how safe it is to be in Thailand for real. One can not blame the Chinese for seeking out a better and cheaper country to take holiday at. 

TAT is the worst politically, everything they say is a guess shown as fact. They do not have a clue what to do. 

Thai still

smile and are not harsh. What example have you seen bad? 

7 hours ago, Luuk Chaai said:

 

get on a flight from say ..    NY to Thailand ,,  thru Hong Kong     that will open your eyes ....then it won't be "predjudice"  

that's EXACTLY what it is!

1 hour ago, kwilco said:

that's EXACTLY what it is!

Definition:
Prejudice involves holding an opinion or feeling about someone or something before having all the facts 
 
that's why you take the flight and see for yourself !

There is many things that need fixing in Thailand and one is the infrastructure, Yesterday it took 2 hours to get 13km it was like the whole place was gridlocked, people say it was because of the rain, I had to get to a hospital appointment I just made it, letting my wife park the car, it was stupid, if I was a tourist stuck in that all afternoon I would have been annoyed. 

Coming out of the hospital appointment was no better, we pulled in for something to eat thinking it might easy off, not happening, 

2 hours ago, Luuk Chaai said:
Definition:
Prejudice involves holding an opinion or feeling about someone or something before having all the facts 
 
that's why you take the flight and see for yourself !

Exactly - what is amazing is you are unable to see it in your posts. - why is it that racists spend so uch time arguing that something isn't racist....and think that misuse of evidence is a justification. ypou are using the people on flights to justify your racial prejudice.

On 7/7/2025 at 9:26 PM, webfact said:

image.jpeg

Picture courtesy of Kasikorn Research Centre

 

Thailand's tourism sector is in a bind as Chinese visitor numbers slump, forcing tourism bodies to reassess targets and boost their efforts to attract tourists.

 

In the first half of 2025, arrivals from China plummeted by 34%, with only 2,265,556 visitors recorded, putting China behind Malaysia, which welcomed 2,299,897 despite a smaller decrease of 5.58%.

 

Overall, the country accommodated 16,685,466 international tourists during the first six months of 2025, marking a 4.66% year-on-year decline. Sisdivachr Cheewaratanaporn of the Association of Thai Travel Agents (ATTA) predicts Chinese arrivals might reach only 5 million this year, significantly below the Tourism Authority of Thailand’s (TAT) earlier target of 6.9 million.

 

“If we market effectively and stimulate demand, we might see up to 6 million visitors,” Cheewaratanaporn explained. “But that’s still less than the 6.7 million we had in 2024.” Despite the downturn, Thanapol Cheewarattanaporn, President of ATTA, emphasised China's continued importance to Thailand's tourism economy, stating, “Reducing our reliance completely is difficult.”

 

The government is being urged to take swift action to restore confidence among Chinese tourists. “It’s quite slow now; half the year has passed,” noted Cheewarattanaporn. “The private sector cannot work in isolation; the government must step in.” Following the Cabinet's approval of a ฿3.96 billion economic stimulus budget, TAT is planning to dedicate funds to strengthen the charter flight market from China.

 

ATTA awaits a clear strategy to coordinate marketing activities for the rest of the year, a challenging task given global uncertainties and changes in Chinese travel patterns. To address this, ATTA will spearhead the Roadshow to China 2025 campaign from 27 July to 2 August, visiting Chongqing, Lanzhou, and Hangzhou.

 

This initiative aims to reconnect Thai tourism operators with Chinese travel companies, promoting destinations and services through business matching. The move seeks to revive demand in the wake of COVID-19 disruptions and shifts in Chinese consumer habits, which led to a 30 to 40% drop in early 2025 arrivals, as reported by The Nation.

 

The effort underscores Thailand's urgent need to adapt its strategies to return to pre-pandemic tourism levels while navigating an evolving global travel landscape.

 

image.png  Adapted by ASEAN Now from The Thaiger 2025-07-08

 

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Thailands standards dropped massively when indians flocked to the place . Full of horrid people 

3 minutes ago, RickyJB said:

Thailands standards dropped massively when indians flocked to the place . Full of horrid people 

Russians, arabs, chinese, take your pick

On 7/8/2025 at 3:13 PM, DonniePeverley said:

I have spoken to mamy Chinese people in and around Vietnam when i was there .... safety, marijuana drugs, and too many indians was a complaint i always got. 

 

Thailand needs to rethink it's whole 'visa free' policy. 

 

And needs to clean it's image up. 

 

The whole DTV fiasco has let in a criminal lot into the country. 

Clean up - as in bring back Western visitors as the primary target-demographic?  Folks who spent money at small shops and such?   It is odd to give "visa-free" entry to those from a lower-wage country - and not surprising when many of them work illegally - taking Thai's jobs.

 

I have an idea to improve the situation - maybe stop forcing "tourists who come too much/often" from higher-income nations to buy "safe entry" from agents, in order to come back to Thailand without risk of being booted at the airport? 

 

Given immigration has a long-standing "agent system" to allow buying permitted-stays, how did the DTV - which is NOT offered by Immigration - "let criminals in"?? The "problem" is not people who have 500K Baht plus, and any criminal with that cash could buy many 1-year permitted-stays with it, from immigration's agents.  

 

On 7/8/2025 at 3:07 PM, Magictoad said:

You ate mistaken. People are flooding in especially to Pattaya; the Indians have replaced the Chinese, thank goodness, they are a lot more fun and independent.  The Chinese are herded around like sheep; no fun at all.

The Chinese did look silly following the guy with the flag - but, I'll take clean and orderly over what has taken over huge portions of Pattaya, now.  That said, the Chinese generally only spent money at 7/11 + Chinese-owned businesses and hotels, where their "tour buses" let them off.  But at least they stayed in hotels, instead of camping on the beach. 

 

I see the Indians tend to spend much of their money with "their own" businesses, as did the Chinese.  But, notice how those Indian businesses hire their own to work in them.  The Chinese businesses at least had Thai workers - though far fewer per-customer than where Westerners spend money.

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