Tourism Thailand Tourism Faces Challenges Amid Border Conflict

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The ongoing border conflict between Thailand and Cambodia is making waves in the tourism sector, though its economic impact remains limited. Recent clashes have mostly affected the provinces along the border, with estimated losses pegged at around 3 billion baht.

 

Tourism and Sports Minister Sorawong Thienthong highlighted that seven border provinces have borne the brunt of tourism cancellations due to the skirmishes. Nationwide, there were over 5,000 hotel room cancellations. Despite this, the country's weekly tourist numbers rose slightly, with around 618,000 foreign visitors welcomed between 21st and 27th July—an increase of 1% from the previous week. However, during the peak of the conflict from 24th to 27th July, figures stood steady at 372,000, matching the earlier period of 17th to 20th July.

 

Interestingly, the overall impact on cancellations was minimal, apart from a notable 53% drop in Cambodian tourists. In response, four countries, including Japan, Australia, the Netherlands, and the US, revised their travel advisories for Thailand. Yet, they stopped short of issuing prohibitive warnings, merely advising caution.

 

In total, 21 countries have issued general advisories, urging travellers to stay informed and avoid unnecessary travels near the border. The situation continues to be monitored closely by the Tourism Authority of Thailand (TAT) and the ministry, with particular attention to social media sentiments.

 

A social listening survey by TAT’s Amazing Thailand platform revealed a shift in the country’s image. Negative posts about Thailand have risen from 6.8% to 11.3%, whereas positive posts have dipped from 33.3% to 21.3%. Such shifts are not just statistics; they might influence foreign investors and tourists, who could delay their plans to travel or invest in Thailand due to these tensions and negative perceptions.

 

Minister Sorawong emphasised the need to focus on short-haul markets, which are highly sensitive to security concerns. Families and conference groups planning trips during the summer holidays are particularly wary. These markets include countries such as China, Hong Kong, Taiwan, Japan, Singapore, Vietnam, and Malaysia.

 

Rungroj Santadvanit, president of the lower northeastern chapter of the Thai Hotels Association, painted a picture of cautious recovery within the affected border provinces. Although some tourists are making their way back, regions like Surin, Ubon Ratchathani, and Buri Ram remain less frequented due to ongoing safety worries. The tourism recovery rate in these areas is only about half of the usual volume, with hotel occupancy rates languishing at a low 10-15%.

 

As Thailand braces for potential longer-term impacts, efforts are being made to reassure tourists and restore confidence. Yet, this will largely depend on how swiftly and effectively the border tensions are resolved. The ministry and tourism officials are under pressure to maintain Thailand’s reputation as a sought-after destination while navigating the complexities of international perceptions and local realities.

 

The situation underscores a delicate balancing act for Thailand, seeking to preserve its booming tourism industry amidst regional conflicts, all while keeping a vigilant watch on global perceptions and advisories that could sway potential visitors.

 

  Adapted by ASEAN Now from Bangkok Post 2025-08-06