File photo for reference only

 

Thailand’s tourism sector is seeing a turnaround with high-spending tourists from Europe, Russia, and Israel driving revenue to approximately 1.74 trillion Baht, compensating for the decline in Chinese visitors, according to experts from Krungthai COMPASS research centre.

 

Supree Srisamran, a senior analyst, noted that the past few years have been challenging due to a sharp fall in Chinese tourists, which previously constituted a major revenue stream. He anticipates that these numbers might recover to 50-65% of pre-pandemic levels. Meanwhile, a surge in visitors from Malaysia and India, alongside affluent travellers from Europe, Russia, and Israel, is helping sustain the tourism industry, potentially generating 1.74 to 1.95 trillion Baht annually.

 

Supree emphasised the need for cooperation across sectors to address the shifts in tourism dynamics. He highlighted the importance of supportive government policies and the need for private sector adaptation to new tourism trends, urging a diversified approach to reduce dependency on any single tourist group.

 

Attempts to attract Chinese tourists face hurdles, as Kanit Umsakul, another analyst, mentioned three main reasons for their slow return: concerns about safety, a shift towards free independent travel, and China’s economic slowdown affecting spending power.

 

Kanit noted that the appeal of destinations like Japan, Vietnam, and South Korea may be drawing Chinese tourists away from Thailand. Additionally, increased competition from neighbouring countries with more aggressive marketing campaigns poses a challenge.

 

Despite the influx of high-spending visitors benefiting luxury accommodations, Thana Tunlayakitjawat, also from Krungthai COMPASS, warned that sectors reliant on Chinese tourists, such as budget hotels, street vendors, and tour operators, still face significant difficulties.

 

The government’s role remains crucial in bolstering the tourism sector. Thana suggested that initiatives could include promoting Thailand through foreign film productions to boost international interest and diversify the tourist base.

 

The research centre believes that co-funding foreign TV series episodes could attract 500 to 1,000 additional international tourists, aiding recovery efforts.

 

In summary, while high-spending tourists from diverse regions are providing a necessary boost to Thailand's economy, addressing the absence of Chinese visitors and increasing competition remains a priority for sustaining long-term growth.

 

  Adapted by ASEAN Now from The Nation 2025-07-09

 

 

In tomorrow's news.....tourist leaves 1 quadrilliion baht in the back of a taxi.

That is always the case..... The money counts but they rather love Chinese tourists for years, all other countries were not important... Now suddenly with less tourists they re invented the wheel as Westerners spend more, as they have always done in their holidays here, but which was never seen

Their optimism amazes me it's all about saving face  and how much people spend how about wanting tourists wanting to come back not just come once plus people with money aren't necessary going to spend up big some well off friends of mine said Thailand is too expensive now even though they can afford it they still want value for money and the exchange rate doesn't help either