Tourism Malaysia Tops China as Thailand's Leading Visitor Source

[snoop1130]

Picture courtesy of Bangkok Post

 

In a surprising shift in tourism dynamics, Malaysia has overtaken China as Thailand's largest inbound market in the first half of the year, according to the Tourism and Sports Ministry. While Thailand welcomed 16.6 million foreign arrivals overall, marking a 4.6% decline year-on-year, the Malaysian market stood out with 2.29 million tourists, marginally surpassing China’s 2.26 million.

 

China’s arrivals dropped dramatically by 34.1%, raising concerns among tourism operators about the upcoming low season. In contrast, India and Russia showed growth, with Indian arrivals up by 13.8% to 1.18 million and Russia by 12.3% to 1.03 million.

 

Thanet Supornsahasrungsi, President of the Chonburi Tourism Federation, expressed little optimism for a rapid recovery in the Chinese market. Despite an upcoming roadshow to Chongqing, Lanzhou, and Hangzhou organised by the Association of Thai Travel Agents (Atta), Thanet believes the initiative will provide only a short-lived boost.

 

He highlighted challenges such as Thailand's waning appeal to Chinese tourists, who view the country as increasingly overpriced and less value-for-money. Unfavourable reports about expensive dining in the Banthat Thong area and poor hygiene in Yaowarat's street food offerings further dented Thailand’s reputation.

 

In the meantime, value-conscious Chinese travellers are favouring Vietnam, which offers more competitive pricing.

 

Conversely, there is optimism about the European market, which grew by 16.6% with 4.3 million arrivals. This optimism is buoyed by expectations for the high season, especially in tourist hotspots like Pattaya, a preferred destination for long-haul travellers.

 

However, the broader Asia-Pacific region faces a downturn with a 12% decline to 11.2 million visitors, lacking significant recovery drivers.

 

The upcoming roadshow aims to link 60 Thai tourism operators with 1,000 Chinese agents, supported by a chartered flight subsidy. This scheme provides up to 350,000 Thai Baht (approximately $10,000 USD) per flight for operators achieving an 80% load factor, part of a government campaign to stimulate tourism.

 

As the sector grapples with shifting trends, Thailand's travel industry is bracing for a complex path to recovery. The focus remains on adapting strategies to reclaim its pole position in the competitive Southeast Asian tourism landscape.

 

  Adapted by ASEAN Now from Bangkok Post 2025-07-08

 

 

[John Drake]

1 minute ago, snoop1130 said:

Unfavourable reports about expensive dining in the Banthat Thong area and poor hygiene in Yaowarat's street food offerings further dented Thailand’s reputation.

 

555. Chinese complaining about poor hygiene. How the tables have turned.

[bkknirvana]

These Malaysians are usually male and not in Thailand for temples and trinkets! They are here for happy endings! 

[hotchilli]

15 hours ago, snoop1130 said:

As the sector grapples with shifting trends, Thailand's travel industry is bracing for a complex path to recovery. The focus remains on adapting strategies to reclaim its pole position in the competitive Southeast Asian tourism landscape.

So many other S.E.Asian countries to visit, who treat tourists like human beings.

[chilli42]

What does it say about the long term sustainability of your tourism and its profitability when 27% of your tourists come from China, India and Russia. Most of these tourists are choosing location based on price and where they can actually get a tourist visa.

[mrmicbkktxl]

Yeah right Malaysians,of 2.29mio visitors probably 90% going to Hatyai for short time fun.

Why not sell Phuket and Pattaya to the Russians and Indians.With prices like now 2025 will be

the last year with increasing tourist numbers from Europe

[captain_shane]

51 minutes ago, chilli42 said:

What does it say about the long term sustainability of your tourism and its profitability when 27% of your tourists come from China, India and Russia. Most of these tourists are choosing location based on price and where they can actually get a tourist visa.

The more indians that arrive, the more I want to leave. I'm not sure why Thailand wants the least desirable tourists, especially when indians are broke and only eat in indian restaurants and stay in indian hotels. One western euro falang probably spends more in one night in the bar than a group of 5 indians spend in an entire week.

[paul1804]

Maybe the Thai's feel more comfortable with Indians & Chinese, certainly people from those regions have more in common with Thais and share quite a number of their practices, ethics & living standards. 

That's probably why tourists from those nations get offered preferential pricing with hotels & flights etc, for the Westerners they just want their money, come, spend and leave! 

[captain_shane]

8 minutes ago, paul1804 said:

Maybe the Thai's feel more comfortable with Indians & Chinese, certainly people from those regions have more in common with Thais and share quite a number of their practices, ethics & living standards. 

That's probably why tourists from those nations get offered preferential pricing with hotels & flights etc, for the Westerners they just want their money, come, spend and leave! 

How's it going Raj? No, Thai people don't like you more than Westerners.

[Stocky]

16 hours ago, bkknirvana said:

These Malaysians are usually male and not in Thailand for temples and trinkets! They are here for happy endings! 

 

34 minutes ago, mrmicbkktxl said:

Yeah right Malaysians,of 2.29mio visitors probably 90% going to Hatyai for short time fun.

Why not sell Phuket and Pattaya to the Russians and Indians.With prices like now 2025 will be

the last year with increasing tourist numbers from Europe

Yes, Malaysians tend to visit Thailand for short breaks, Malaysia has on average 20 public holidays a year, some states 25, but it's wrong to suggest it's mainly men going to Hat Yai for sex, that's a very outdated stereotype.

 

That's not to say that isn't a part of the tourism from Malaysia, Danok thrives on that business. But if you live in Hat Yai you'd know that most of the Malaysian tourists visiting over the weekend are family groups, Malay, Indian and Chinese Malaysians. And it's not just Hat Yai, there are direct flights from KL to Bangkok, Phuket, Krabi, Chiang Mai and Hat Yai, many Malaysians drive up to Thailand and they don't all stop in Hat Yai.

 

Thailand is an easily accessible holiday destination that's not too expensive, ideal in times when Malaysians might not have the cash or confidence in the economic situation to afford more distant holidays.

[Espanol]

 

 

The first thing they should do is stop artificially raising the value of the baht.

 

Thailand is no longer a cheap tourist destination and is clearly being overtaken by Vietnam and the Philippines.

 

Tourists are getting less and less for their money.

 

 

[mjakob007]

2 hours ago, captain_shane said:

The more indians that arrive, the more I want to leave. I'm not sure why Thailand wants the least desirable tourists, especially when indians are broke and only eat in indian restaurants and stay in indian hotels. One western euro falang probably spends more in one night in the bar than a group of 5 indians spend in an entire week.

Bars are not the only tourist revenue earners for Thailand.  ie Bars are not the metric for tourism earnings, except for bar stool tourists.

 

Few of the falangs leaving would also help reduce crime here.

 

Most of the developing world were colonies of western world, but some falangs may have missed independence of these countries and cant digest progress of non-western countries.

 

This is real people. let it sink in. Chinese and Indians are wealthy and come in numbers, whether others like it or not. Russians have cash and they will spend where they feel like.

 

 

[mjakob007]

6 hours ago, captain_shane said:

How's it going Raj? No, Thai people don't like you more than Westerners.

 

Where did i hear this before..

 

it was the bar-girl mantra for farangs.... 

dont like thai men,

dont like asians

only like you, she said looking a the wallet