File photo for reference only

 

Thailand has experienced a notable decline in foreign tourist arrivals from January 1 to September 14, with numbers falling by 7.08% compared to the same period last year. According to the Tourism and Sports Ministry, approximately 23 million foreign visitors entered the country during this timeframe. Malaysia remains the largest source market, contributing 3.28 million visitors, closely followed by China with 3.23 million.

 

This downturn arrives on the heels of the state planning agency's decision to slash its forecast for annual foreign tourist arrivals. Initially projected at 37 million, the expectation has been adjusted to 33 million for the current year. The latest figures represent a stark contrast to the pre-pandemic tourism boom of 2019, where nearly 40 million visitors explored Thailand's diverse offerings.

 

Interestingly, Vietnam has recently overtaken Thailand as the top regional destination for Chinese adventurers. This shift highlights a changing tourism landscape in Southeast Asia, with new preferences and trends emerging among travelers. Vietnam's rise as a preferred destination points to a broader competition within the region, where destinations vie for a share of the lucrative Chinese tourist market.

 

Further complicating Thailand's tourism outlook is the perception that the country is losing its reputation for value. Reports from visitors highlight concerns over rising costs in key tourist areas. Mainlanders, particularly Chinese tourists, have voiced their dissatisfaction with what they describe as significant price hikes in accommodation, dining, and transportation. This sentiment is often expressed on social media platforms, where travelers share their experiences and influence potential tourists.

 

The cost increases can be attributed to the recovery phase following the Covid-19 pandemic. As businesses strive to recuperate losses incurred during the pandemic's restrictions and lockdowns, pricing adjustments were deemed necessary by many operators, particularly in the hospitality and service sectors. However, these adjustments have inadvertently affected Thailand's image as an affordable destination, traditionally a strong selling point for attracting international visitors.

 

Industry experts suggest that addressing these concerns is crucial for Thailand to remain competitive in the global tourism market. There is growing recognition of the need to manage prices while still ensuring a high-quality experience for visitors. Furthermore, enhancing service quality and offering distinct value propositions are seen as necessary steps to restore Thailand's appeal among discerning travelers.

 

The Thai government and tourism officials are undoubtedly aware of these challenges and are expected to implement measures to counteract the trend. Strategies may include launching promotional campaigns targeting key markets, particularly in Asia, Europe, and North America, and forming partnerships with airlines and travel agencies to offer competitive package deals. Additionally, there is an emphasis on improving the overall travel experience through better infrastructure, enhanced safety measures, and more personalized services.

 

Looking ahead, industry stakeholders anticipate that the upcoming tourist seasons provide opportunities to regain lost ground. By focusing on a combination of cultural, adventure, and wellness tourism, Thailand aims to diversify its appeal and attract a broader demographic of visitors. Special events, festivals, and promotional initiatives centered around Thailand's unique cultural heritage and scenic landscapes are likely to play a key role in revitalizing interest.

 

In the meantime, ongoing monitoring of market trends and tourist feedback remains essential. By staying attuned to the changing preferences and behaviors of global travelers, Thailand can adapt its strategies to ensure long-term sustainability and growth in its tourism sector. Balancing economic recovery efforts with the need to maintain affordability and value will be crucial elements in achieving this goal.

 

Key Takeaways:

• Tourist arrivals in Thailand decreased by over 7% this year.
• Vietnam has overtaken Thailand for Chinese adventure travelers.
• Increased costs post-pandemic are impacting Thailand's tourist appeal.

 

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  Adapted by ASEAN Now from Bangkok Post 2025-09-16

 

 

3 minutes ago, snoop1130 said:

Thailand has experienced a notable decline in foreign tourist arrivals from January 1 to September 14 (...)

 

Time to double prices to make good for the shortfall... 😆 

12 minutes ago, snoop1130 said:

The cost increases can be attributed to the recovery phase following the Covid-19 pandemic. As businesses strive to recuperate losses incurred during the pandemic's restrictions and lockdowns, pricing adjustments were deemed necessary by many operators, particularly in the hospitality and service sectors.

 

Great! How about people who couldn't work during the pandemic; should they maybe ask for 100% or 200% salary increases now to 'recuperate losses'? S**t happens when you run a business, so why insist on catching up on 'lost income'? All it will do, is drive tourists to more affordable destinations, and loss of more income...

36 minutes ago, StayinThailand2much said:

Great! How about people who couldn't work during the pandemic; should they maybe ask for 100% or 200% salary increases now to 'recuperate losses'?

Yes and then some !  what about those SME and family business some of them generations in the making being obliterated  on the whim of evil dictators shutting down the whole world ( except for their mega coperation friends)

remember what they did   say no to it ever being allowed to happen again.

15 hours ago, snoop1130 said:

Thailand has experienced a notable decline in foreign tourist arrivals from January 1 to September 14, with numbers falling by 7.08% compared to the same period last year. According to the Tourism and Sports Ministry, approximately 23 million foreign visitors entered the country during this timeframe. Malaysia remains the largest source market, contributing 3.28 million visitors, closely followed by China with 3.23 million.

People would still come if the attractions were worth the money, truth is other countries have more to offer than Pattaya, Phuket, Samui and Chiang Mai.

All outdated and looking as if no changes are coming anytime soon.

Thailands playbook, milk it until it's dead... the writings on the wall and it's in plain English which they don't understand.

You have the sex trade centres, nothing else.

I wonder what the total decline is since covid restrictions were lifted...it must be well over 10 -15% by now

How totally ridiculous can anyone get? To base your forecasts of GDP and foreign revenue on a two week slice of tourist arrivals, and then come up with that ridiculous "7.08%" ....Di they get some 5 year olds to draw this up as a school project? Maybe they see their future in politics with dear Keith back in the UK? They are measuring and trying to micro manage the unmanageable. Thailand appears to have gone from a Kleptocracy to an Idiocracy.

Thai tourism is booming. I spotted ten tourists in Hua Hin yesterday. That figure will double before the year end. 

Typically thai, less customers, prices go up.

 

Some hotels or condo rentals in some areas can be more expensive than in Miami or Las Vegas, like WTF they're thinking, some thai people now go on holidays in Japan as it is cheaper than Thailand...

But still, thai people won't understand and put down their prices.

The main problem is their "mai pen rai" behavior, not trying to make things more seriously.

 

Trash bags piled on the streets, "it's ok, mai pen rai", where as it would be easy to make things clean.

 

And the list can go on and on, you can try to explain them but they will not understand.

Maybe if they bite the dust real hard something will happen, but not even sure...

I've never seen any attempt to improve the infrastructure or safety in Pattaya over the years, it has just got worse. Tourists see and experience the reality, no amount of spouting the same tired old intentions without action is going to change things for the better 

These numbers change regularly one month up next down 

The Thai tourist board always bumping up the numbers to remain positive 🤑

When in fact the hotels and restaurants bars ect paint a different  picture of low numbers 😱

Mind you it's the low season rain and all that 

16 hours ago, StayinThailand2much said:

 

Great! How about people who couldn't work during the pandemic; should they maybe ask for 100% or 200% salary increases now to 'recuperate losses'? S**t happens when you run a business, so why insist on catching up on 'lost income'? All it will do, is drive tourists to more affordable destinations, and loss of more income...

Yes, but unfortunately, common sense is not an indigenous trait known to have found its way among the populace....

Thailand is so over touristed in the primary locations people need to do extra research to find out where to go in order to see actual Thai people. 

24 minutes ago, kinyara said:

I've never seen any attempt to improve the infrastructure or safety in Pattaya over the years, it has just got worse. Tourists see and experience the reality, no amount of spouting the same tired old intentions without action is going to change things for the better 

It's just a revolving door in Central Pattaya. Attempt to build something, tear it up, build the same crap, rinse & repeat to cream off the budget. Never maintained. Infrastructure has deteriorated over the (at least) last 17 years. Over here in East Pattaya things remain pretty much the same & we don't complain (much.)🙃🙃

Covid was used by many as a generational opportunity to engage in price gouging and corporate cost cutting, and the consumer paid the price for this. Covid started an inflationary cycle that is continuing to this day and it is just one of the many atrocious aspects of that ridiculous disease, and societies completely bizarre reaction to it. 

 

In addition as we all know the Thai baht is grossly bloated and over inflated, and that is taking its toll also. Lastly there were about a dozen areas that the government could have and should have addressed during covid, since it was a generational reset and they seem to have learned nothing from it, and have done nothing about it. 

17 hours ago, snoop1130 said:

The latest figures represent a stark contrast to the pre-pandemic tourism boom of 2019, where nearly 40 million visitors explored Thailand's diverse offerings.

 

Why they keep hammering on the 2019 figures? Covid changed the world, and it will never be the same.

17 hours ago, StayinThailand2much said:

 

Time to double prices to make good for the shortfall... 😆 

They already did, but it isn't working this time.

They convienently forgot the exchange rate of the Thai baht.A few years back one Aussie dollar was worth over 27 bht to day 19 -20bht. The fat cat politicians must wake up and stop driving the bht up for their own personal gain.

17 hours ago, snoop1130 said:

Strategies may include launching promotional campaigns targeting key markets, particularly in Asia, Europe, and North America

I wonder if they have ever tried to research, if people from Europe and North America would prefer to vacation in a country, which is already heavily dominated by chinese, indian, arab and russian tourists. Even better 5 star hotels, are now also catering to the often less mannered travel tour tourists from these countries.

7 minutes ago, Paul Henry said:

They convienently forgot the exchange rate of the Thai baht.A few years back one Aussie dollar was worth over 27 bht to day 19 -20bht. The fat cat politicians must wake up and stop driving the bht up for their own personal gain.

 

Ever considered that the issue is in Australia?

 

Thailand has had some bad publicity post covid and many of these things are avoidable, it really needs to toughen up on violence, scams and the likes, especially law & order including road drivers discipline & taxi mafia. One of the first things tourists get stung by are the overpriced taxis that run without a meter and this often stays in their minds. 

Accommodation prices have increased substantially and the strength of the baht has compounded rising costs both as an operator and for tourists. Unfortunately Thailand is synonymous with Political instability which long term effects positive developments and some of the reason why problems never get solved but go round & round like a revolving door. Hopefully one day the military will allow elected people to actually govern the country and solve some of the many issues that stall Thailands path to improvement!!

18 hours ago, snoop1130 said:

Thailand has experienced a notable decline in foreign tourist arrivals from January 1 to September 14, with numbers falling by 7.08% compared to the same period last year. According to the Tourism and Sports Ministry, approximately 23 million foreign visitors entered the country during this timeframe. Malaysia remains the largest source market, contributing 3.28 million visitors, closely followed by China with 3.23 million.

Nothing to do with the war with Cambodia, TDAC, kidnapping Chinese or unstable government then?

44 minutes ago, Xonax said:

I wonder if they have ever tried to research, if people from Europe and North America would prefer to vacation in a country, which is already heavily dominated by chinese, indian, arab and russian tourists. Even better 5 star hotels, are now also catering to the often less mannered travel tour tourists from these countries.

 

They prefer Chinese, Indian, and Russian tourists above all others. They admire the Chinese, tolerate the Indians, as well as the Russians throwing around dollars.

The spoiled brat of SE Asia is whining again. Thais must face reality though  I doubt it will ever happen. 

Thailand had a good run for half of century while its neighbors were facing extreme difficulties. 

Now its time for these countries to rise up and take a significant cut of the tourist market. 

 

Add to that Thai incompetence, political instability, rampant greed, scams everywhere, Baht overvalue rate  and the results will be, well, devastating for the brat. Good riddance.  

53 minutes ago, CallumWK said:

 

Ever considered that the issue is in Australia?

 

Correct CallumWK. The AUD has been woeful.🙃🙃

Again not a mention about the adverse effects of the exchange rate, its down 20% against some currency pre pandemic. 

    Thailand should be thrilled if it hits 33 million, especially considering all the problems it has had, including safety issues, too many changes in government, the war wth Cambodia, the strong baht, various scandals/negative publicity, etc.   33 million is not that far off the record numbers of 2019 and more than double what the figure was for 2010.   And, 33 million is still far more than the 22 to 23 million projected for Vietnam this year.  Be happy with 33 million--still plenty.

Strengthen the Baht to 15 per USD, forget about devaluation (done so in the past), increase individual prices to make up for the drop of volume, get more aggressive, more complicated and more bureaucratic with all this complete waste of paper. 

Quo vadis - honestly - where is this country heading if not for the abyss? 

18 minutes ago, newnative said:

    Thailand should be thrilled if it hits 33 million, especially considering all the problems it has had, including safety issues, too many changes in government, the war wth Cambodia, the strong baht, various scandals/negative publicity, etc.   33 million is not that far off the record numbers of 2019 and more than double what the figure was for 2010.   And, 33 million is still far more than the 22 to 23 million projected for Vietnam this year.  Be happy with 33 million--still plenty.

Well if the 33 million are the big spending quality tourists that TAT claims to have targeted, then it’s far better than 40 million mass tourists. 
 

Unfortunately it’s unlikely to be the case.

3 hours ago, BritManToo said:

Nothing to do with the war with Cambodia, TDAC, kidnapping Chinese or unstable government then?

Well... there's no "war" with Cambodia, just a few border attacks that just won't affect tourists, most of whom won't be going anywhere near. TDAC is a 5 minute job, (less time than it takes to apply for a visa) Kidnapping Chinese - how does that affect other nationalities? As for unstable government - pick any time in the last 40 years!

So i don't think any of those is the reason.