File photo for reference only

 

Thailand's hotel sector is facing significant pricing pressure due to a decrease in tourists from China and other key Asian markets, after several years of increasing room rates. This dip in arrivals marks a notable change for the Thai tourism industry.

 

According to Tris Rating's latest Industry Spotlight report, foreign tourist arrivals in Thailand are projected to reach 33.1 million in 2025. This represents a 5.6% decrease from the anticipated 35.5 million. Typically strong markets such as China, Malaysia, and South Korea have shown a slowdown, disrupting Thailand's core tourist influx.

 

During the first eight months of this year, foreign arrivals dropped by 7.2% compared to the same period last year, totalling 21.9 million according to the Ministry of Tourism and Sports.

 

Despite this overall decline, there has been encouraging growth from the Indian market. India is now considered one of Thailand's top five source markets, supported by extensive direct flight connectivity to Bangkok and Phuket.

 

Additionally, interest from long-haul markets has remained robust, with arrivals from the United States increasing by 7.4% and European visitors up by 15.6% during this period. Thailand remains a sought-after summer destination for Europeans, ranking highly on platforms like Agoda.

 

Tris Rating highlighted potential risks affecting tourism, such as the ongoing Thailand-Cambodia border conflict, which could further deter both domestic and international tourists if tensions escalate.

 

Hotels had witnessed strong occupancy rates in 2024, even surpassing pre-pandemic levels. However, this momentum isn't expected to continue into 2025 due to declining foreign arrivals and cautious consumer behaviour.

 

In response, many hotel operators are reducing room rates to maintain occupancy levels. This trend is expected to result in flat or slightly decreased occupancy rates.

 

According to the report, the post-pandemic travel surge, fuelled by domestic tourism demand, has dwindled with fewer international arrivals, particularly from China, while hotel room supply continues to grow.

 

Central and southern regions of Thailand continue to generate significant room rate contributions. However, competitive discounting has affected average rates, particularly for luxury hotels in Bangkok, which increasingly resort to unpublished promotions and selective rate cuts to fill rooms during off-seasons.

 

Forecasts for Chinese tourists in 2023 are particularly concerning. Numbers are expected to drop to 4.6 million, down from 6.7 million in 2024, after a 35% decline in the first seven months of this year. Chinese tourists are opting for alternative destinations like Japan and Vietnam due to factors such as yen depreciation and shorter travel distances.

 

Should Chinese tourist numbers fail to rebound after the Chinese National Labour Week in October, this could indicate a longer-term shift in preferences away from Thailand.

 

Maybank Securities (Thailand) shares this sentiment, indicating that the revenue per available room (RevPAR) for seven listed hotel operators is likely to contract by 3% year-on-year in the third quarter, following a 5% decline observed in the previous quarter.

 

Analyst Boonyakorn Amornsank notes that RevPAR is expected to remain under pressure in the fourth quarter due to weak demand from short-haul markets, an increase in hotel room supply in Bangkok, and ongoing hotel renovations.

 

This challenging landscape forces Thailand’s hotel industry to adapt strategically, balancing rate cuts with maintaining value to attract a dwindling tourist base while competing against rising regional alternatives.

 

  Adapted by ASEAN Now from Bangkok Post 2025-09-03

 

 

Indians again!!!Seems desperate again!Only get s..t tourists sleeping on the beach and so on.!

Whats next?

12 minutes ago, snoop1130 said:

Should Chinese tourist numbers fail to rebound after the Chinese National Labour Week in October, this could indicate a longer-term shift in preferences away from Thailand.

Haven't they still realised? 🤣

 Bangkok Hotel Market Faces Challenges Amid Tourism Slowdown
 

File photo for reference only

 

The outlook for Bangkok's hotel industry in late 2025 raises concern amidst fluctuating tourism dynamics. A report from Knight Frank Chartered (Thailand) Ltd. highlights a slow start to the year, with occupancy rates falling by 3.7 percentage points to 75.1% and the average daily room rate (ADR) rising slightly to 4,260 baht.

 

As the city braces for over 3,283 new rooms to be added this year, boosting the total to more than 5,100—unprecedented growth since the pandemic—hotel operators must adapt swiftly.

 

Central to the downturn is a substantial decline in Chinese tourist numbers, dropping nearly 35% year-on-year. While China remains Thailand's largest tourist source, Bangkok lags behind countries like Vietnam and Japan, which have seen millions of Chinese arrivals in early 2025. Safety concerns and shifting preferences have altered Thailand’s appeal to Chinese travellers.

 

Domestically, efforts to counter the foreign downturn include initiatives like the “Half-Half Thai Tourism” programme and tax incentives. Yet, these are not enough to recover lost ground. Growth is observed from markets like India (14.6%) and Russia (11.1%), but this does not fully cover the shortfall from China and South Korea.

 

Occupancy is expected to recover slightly in November and December, buoyed by the holiday season and MICE events. However, the average daily room rate faces ongoing pressure, especially in mid-range hotels that confront increased competition. Here, brand value and strategic location become paramount.

 

For luxury hotels, the sector expects stability driven by high-income regional tourists and long-haul visitors, with competitive pricing against other Asian hubs potentially drawing experience-seekers.

 

Despite a 0.6% rise in tourists, Bangkok remains 11.3% below its 2019 peak. A further setback comes as occupancy fell to below 70% by June, reflecting shorter stays and reliance on fewer high-return markets.

 

New hotel projects, including the Grand Centre Point Lumpini and Four Points by Sheraton, add 1,906 rooms. An additional 3,283 rooms are anticipated by year-end, intensifying competition as established and new domestic and international brands vie for market share.

 

The first eight months of 2025 saw Chinese and Malaysian tourists top the list of Thailand's largest markets. Despite this, international arrivals fell by 7.16% compared to 2024, and revenue from these visitors decreased by 5.4% to 1,014 billion baht. China remains Thailand’s top tourist source, followed by key markets like Malaysia, India, and Russia.

 

As Bangkok navigates the rest of 2025, attracting diverse international visitors and reinforcing its tourism strengths will be pivotal in driving recovery and ensuring a stable outlook for its vibrant hotel landscape.

 

  Adapted by ASEAN Now from The Nation 2025-09-03

 

 

20 minutes ago, snoop1130 said:

Forecasts for Chinese tourists in 2023 are particularly concerning. Numbers are expected to drop to 4.6 million, down from 6.7 million in 2024, after a 35% decline in the first seven months of this year.

who writes that stuff.... so 2023 it's down from 2024 that's a goods one

I notice it. There are interesting discounts now in the hotels in bangkok, especially for members.

 

 

Wages have barely increased as same utilities...so no real need for increases, just greedy 

Good policy, make the rooms more expensive to attrack less tourists..Instead of lower them

15 hours ago, snoop1130 said:

Despite this overall decline, there has been encouraging growth from the Indian market.

 

Nothing "encouraging" about that.

Bet hardly any price change in major tourist areas apart from BKK. The rest of the places especially samui and Phuket will still be same as usual high prices.

16 hours ago, norsurin said:

Indians again!!!Seems desperate again!Only get s..t tourists sleeping on the beach and so on.!

Whats next?

So an increase of Indian tourists . They are mostly groups of men who spend little , are loathed by bar owners and bar girls . Most but not all have poor dining  manners , swim in their underwear , spit a lot and have an unpleasant odour  . They get significant hotel discounts if booking groups . Ain't gonna do much for the Thai economy .

China russia and india seem to be thailands favorite countries. Its a match made in heaven 

16 hours ago, snoop1130 said:

India is now considered one of Thailand's top five source markets

 

 

and one of the top five reasons to not visit Thailand.

First the other day they said to her up now they say Tourist are down one thing for sure when rooms are not renting out or occupied for some reason they’d like to raise the rent it’s like opposite you should lower it when the vacancy is higher TIT

Not one mention about the increase In price due the the high value of the Tbht making Thailand less attractive. Its up 20% against some currencies from 10 years ago. The only people this bennifits are those taking money out of Thailand to purchase forign property,  Incidentally where they can also purchase the land the properties are built on.

Call me old-fashioned, but I still think that a hotel room in Thailand should cost no more than 800 baht a night.

In Pattaya, several weeks ago, I booked a room for 1 day online at 521bt. When I went to the front desk to extend our stay the price was 890bt daily.  Went back online, booked the extended stay for 521bt daily.  Insane!!!!!!!! My data cost to go online was around 3bt to save 350+bt.

20 hours ago, snoop1130 said:

Hotels had witnessed strong occupancy rates in 2024, even surpassing pre-pandemic levels. However, this momentum isn't expected to continue into 2025 due to declining foreign arrivals and cautious consumer behaviour.

Have they no clue. the amount of tourists did not drop. The tourists are going to Japan and Vietnam and even to Cambodia because Thailand has lost its appeal and for safety concerns. 

As long as Thailand continues to have steep prices and crime problems and drug problems and incidences that Thailand tries to justify that gets posted online ini China. Tourism numbers will continue to fall. The government has no stability, the people have no self control and hurt,maim or kill so easily and is in the news weekly. Food costs are up. Thailand is no longer a cheap place to go to visit. It is even cheaper to fly to Vietnam than it is to drive around the country to places. Teen gangs both local and foreign are rampant on the streets late at night. Youn can not even go dancing at a club. anymore without worry the police will raid it and ruin your evening. I could go on and on with reasons why tourism is flailing. Yet, thailand continues to make it harder for foreigners here. 

2 hours ago, edwardflory said:

In Pattaya, several weeks ago, I booked a room for 1 day online at 521bt. When I went to the front desk to extend our stay the price was 890bt daily.  Went back online, booked the extended stay for 521bt daily.  Insane!!!!!!!! My data cost to go online was around 3bt to save 350+bt.

Which hotel was it? 

1 hour ago, thesetat said:

Have they no clue. the amount of tourists did not drop. The tourists are going to Japan and Vietnam and even to Cambodia because Thailand has lost its appeal and for safety concerns. 

As long as Thailand continues to have steep prices and crime problems and drug problems and incidences that Thailand tries to justify that gets posted online ini China. Tourism numbers will continue to fall. The government has no stability, the people have no self control and hurt,maim or kill so easily and is in the news weekly. Food costs are up. Thailand is no longer a cheap place to go to visit. It is even cheaper to fly to Vietnam than it is to drive around the country to places. Teen gangs both local and foreign are rampant on the streets late at night. Youn can not even go dancing at a club. anymore without worry the police will raid it and ruin your evening. I could go on and on with reasons why tourism is flailing. Yet, thailand continues to make it harder for foreigners here. 

 

 

I must be living in a different part of Thailand to you

Every week now more stories about tourism in decline and the efforts to revitalise it. Maybe those involved in tourism should come out of their cave and instead of trying to put glitter on turd admit the current political upheaval and the way it’s affecting the currency has a lot to do with the situation. Most tourists watch the exchange rates and the way the baht is bouncing around along with prices going up because businesses are trying to make money for the drop off in custom is a perfectly good reason for them not to come and to look elsewhere in the region for their vacation. 
As an aside, many who go to Bangkok, Pattaya and Phuket for their fun have said they've changed. They’re nothing like they were before and they’re disappointed and unlikely to return again. Don’t kid yourselves that sex tourism isn’t a factor, it employs so many people within it that when that market is in decline serious repercussions are felt throughout all the others.

Greed has pushed most merchants and businesses to increase their rates plainly for more and more profit. 

 

It's obvious that any business has to make profit. But even when things were going on well and they were making money, they want more, more and more, 

 

Time to understand that it is the customer who makes the market price finally, with regard to the price he is willing to pay 

 

At one point, foreigners just do not want to be cheated in inflated rates all over Thailand be it in hotels, transport,  restaurants, malls or various services. These ventures are just getting what they looked for and deserve. Not all of course and no generalization obviously. 

Not 5 minutes ago I was looking through Agoda's web site only for Phuket, looks like there is some real bargains on there, as for Airbnb in my area Rawai I was searching through condo's and apartments the one thing I noticed many had no bookings even the so called Super host, people are suffering, 

6 hours ago, Hardcastle P said:

Its up 20% against some currencies from 10 years ago

And from which countries were those tourists coming from in 2015?

On 9/3/2025 at 3:46 PM, snoop1130 said:

Forecasts for Chinese tourists in 2023 are particularly concerning. Numbers are expected to drop to 4.6 million, down from 6.7 million in 2024, after a 35% decline in the first seven months of this year.

 

Back to the Future?? 😆 - Thailand going back in time. Who would've thought...

30 minutes ago, IsaanGuy said:

Every week now more stories about tourism in decline and the efforts to revitalise it. Maybe those involved in tourism should come out of their cave and instead of trying to put glitter on turd admit the current political upheaval and the way it’s affecting the currency has a lot to do with the situation.

 

At the same time elsewhere...

 

Tuesday, September 2, 2025, 16:37 GMT+7

Hanoi sees boom in international arrivals over National Day holiday, up 35% year on year

 

 

 

 

 

 

Hanoi experienced a tourism boom during the National Day holiday, welcoming a total of around 2.08 million visitors, including more than 80,000 international arrivals, a 35-percent year-on-year increase, according to the city’s Department of Tourism.

 

 

With the non stop cheating and overcharging all over, tourists get fed up and go elsewhere. 

 

As for the foreigners who stay in Thailand, they spend less or move out to other more friendly countries in Asia or Souther Europe. 

3 hours ago, hotandsticky said:

 

 

I must be living in a different part of Thailand to you

Perhaps not. You may be living in a bubble excluding yourself from news shown daily. Or perhaps you are just getting too old and forgetful what is put in the news. 

37 minutes ago, thesetat said:

Perhaps not. You may be living in a bubble excluding yourself from news shown daily. Or perhaps you are just getting too old and forgetful what is put in the news. 

 

 

Neither.

 

 

Perhaps you need to look at yourself

10 hours ago, thesetat said:

Have they no clue. the amount of tourists did not drop. The tourists are going to Japan and Vietnam and even to Cambodia because Thailand has lost its appeal and for safety concerns. 

As long as Thailand continues to have steep prices and crime problems and drug problems and incidences that Thailand tries to justify that gets posted online ini China. Tourism numbers will continue to fall. The government has no stability, the people have no self control and hurt,maim or kill so easily and is in the news weekly. Food costs are up. Thailand is no longer a cheap place to go to visit. It is even cheaper to fly to Vietnam than it is to drive around the country to places. Teen gangs both local and foreign are rampant on the streets late at night. Youn can not even go dancing at a club. anymore without worry the police will raid it and ruin your evening. I could go on and on with reasons why tourism is flailing. Yet, thailand continues to make it harder for foreigners here. 

There is so much talk in EU about the safety of Thailand .  When that building collapsed, it was talked about for ages. Sometimes I feel ashamed to say I spend a lot of time in Thailand , I can see the smirks , and I’m often asked if the *in your face  sex trade doesn’t bother me *

Many say they’ve been to Thailand and seen kids with foreigners, which I can understand because most Thai girls of 18/ 20 look about 15 staggering round in those high heels . The fights, the rip offs , the drunks, do nothing good for Thailands falling reputation.