File photo for reference only

 

Thailand anticipates a 7% drop in tourism in 2025 due to declining arrivals from China and ASEAN countries, despite positive growth from European markets. This significant decrease in short-haul tourists is putting additional pressure on the sector, with a projected 33.16 million visitors for the year compared to previous figures.

 

Short-haul markets face the steepest declines: Chinese arrivals are expected to fall by 33%, with similar decreases in other regions like Hong Kong and South Korea. ASEAN countries such as Vietnam, Laos, and Cambodia are also seeing significant reductions in visitor numbers, although some countries like the Philippines and Myanmar show growth. Conversely, long-haul markets, including Russia, the UK, and the US, exhibit increased arrivals but cannot compensate for the losses from the critical short-haul segment.

 

Thailand’s overall tourism volume is projected to generate 1.53 trillion baht in 2025, down 5% from 2024 and missing the earlier target of 2.23 trillion baht. Contributing factors include safety concerns, natural disasters, and global economic challenges. The appreciation of the baht and border tensions have further impacted the country's tourism appeal, alongside increased competition from emerging destinations and infrastructure limitations.

 

To counter these challenges, three urgent measures have been proposed: enhancing Thailand's image, launching campaigns to stimulate international demand, and introducing tax benefits to boost domestic tourism. These actions aim to restore confidence and attract both foreign and local travelers. Industry leaders are appealing for swift implementation to reach a target of 38 million visitors by 2026.

 

Experts emphasize that without prompt action, Thailand may lose its status as a prime tourist destination. There's a need for sustained growth strategies, legal reforms, improved service standards, and a revitalized tourism brand to retain the country's appeal on the global stage, The Nation.

 

Key Takeaways

• Thailand’s tourism sector expects a 7% decline in 2025 due to decreased arrivals from China and ASEAN.
• Long-haul markets are growing but cannot offset short-haul losses; urgent measures are proposed to revive the industry.
• Without action, Thailand risks losing its status as a leading travel destination.

 

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Thailand Launches Tax Incentives to Boost Local Tourism

 

  Adapted by ASEAN Now from The Nation 2025-11-21

 

 

 

11 hours ago, snoop1130 said:

Contributing factors include safety concerns, natural disasters, and global economic challenges (...)

 

Not to mention the moon phases and negative spiritual conditions... 😆 

(Nothing to do with lack of service, or disconnect between price and perceived value offered in Thailand.) 

Thailand is more expensive than China , keep Thailand cheap 

No shortage of other tourists around.  Roads full of tour buses.  Seems like a normal beginning of high season to me.  If there are fewer Chinese tourists around I certainly don't notice it, but they tend go places and do things in tour groups to designated hotels and locations that cater specifically to them, so it's probably not that visible to the rest of us.

So, if numbers are down, mainly from China, and SE Asia...why are tradional European entertainment venues, eg bars, massage shops etc, almost empty...you can be selective, and point at a few bars in Patong, and Pattaya as having Europeans, but Thailand overall, numbers are way down.

All the Chinese tourist money goes to Chinese or Chinese / Thai.  So no big deal really.  Western tourist money is spread out better among the Thai population.  

Wow. Breaking records as the biggest loser in the ASEAN. Doubt they will post that. If they didn’t inflate the Baht so much maybe they would have had people spending more money. You get what you give. 

58 minutes ago, Aussie999 said:

So, if numbers are down, mainly from China, and SE Asia...why are tradional European entertainment venues, eg bars, massage shops etc, almost empty...you can be selective, and point at a few bars in Patong, and Pattaya as having Europeans, but Thailand overall, numbers are way down.

And will continue to drop... Thailand is like an worn-out record, heard it too many times and people want something new.

2 hours ago, Aussie999 said:

So, if numbers are down, mainly from China, and SE Asia...why are tradional European entertainment venues, eg bars, massage shops etc, almost empty...you can be selective, and point at a few bars in Patong, and Pattaya as having Europeans, but Thailand overall, numbers are way down.

Actually tourist numbers from Europe are increasing.Maybe they are going to more interesting places than bars and massage shops.

2 hours ago, koele2 said:

All the Chinese tourist money goes to Chinese or Chinese / Thai.  So no big deal really.  Western tourist money is spread out better among the Thai population.  

     Not true.  Pre-covid, the majority of Chinese tourists, over 60%, were independent travelers, not in tour groups.  This year, it's estimated that 80% of them are independent travelers, staying where they want to stay, eating at restaurants they want to eat at, and going wherever and seeing whatever they want.  

4 minutes ago, newnative said:

     Not true.  Pre-covid, the majority of Chinese tourists, over 60%, were independent travelers, not in tour groups.  This year, it's estimated that 80% of them are independent travelers, staying where they want to stay, eating at restaurants they want to eat at, and going wherever and seeing whatever they want.  

Complete BS. I they are individuals why are the roads full of tour busses? And the streets full of stupid little coloured flags and hordes of them following them. Where is your proof? Anyone can estimate. Facts speak better. 

4 hours ago, shdmn said:

No shortage of other tourists around.  Roads full of tour buses.  Seems like a normal beginning of high season to me.  If there are fewer Chinese tourists around I certainly don't notice it, but they tend go places and do things in tour groups to designated hotels and locations that cater specifically to them, so it's probably not that visible to the rest of us.

Don’t seem to be less Indians, why no news about this ? 

1 hour ago, Anthony mellows said:

Actually tourist numbers from Europe are increasing.Maybe they are going to more interesting places than bars and massage shops.

Stop guessing...tell us where, and how do you know they are increasing....please don't say because the above article said so.

I think there is a massive drop in tourists by all nationalities . Not just Chinese. 21 years here and I have never seen it so quiet 

1 hour ago, Anthony mellows said:

Actually tourist numbers from Europe are increasing.Maybe they are going to more interesting places than bars and massage shops.

 

Interesting places such as ?

39 minutes ago, Aussie999 said:

Stop guessing...tell us where, and how do you know they are increasing....please don't say because the above article said so.

Go into Google chrome, and request European visitors to thailand

percentage increase.

 

13 hours ago, Reddavy said:

Complete BS. I they are individuals why are the roads full of tour busses? And the streets full of stupid little coloured flags and hordes of them following them. Where is your proof? Anyone can estimate. Facts speak better. 

       My 'facts' are quoted from google.   Personally observing some tour buses here and some tour groups there does not translate into 'Facts speak better'.   You're welcome to present any hard data you have, not observations, that disputes google's data.  

I call this progress, the less the merrier.

17 hours ago, Anthony mellows said:

Go into Google chrome, and request European visitors to thailand

percentage increase.

 

That doesn't tell us actual numbers compared to pre-covid, anyway, why couldn't you post a link

12 hours ago, newnative said:

       My 'facts' are quoted from google.   Personally observing some tour buses here and some tour groups there does not translate into 'Facts speak better'.   You're welcome to present any hard data you have, not observations, that disputes google's data.  

Google???? You having a laugh. Google 🤣🤣🤣🤣

On 11/22/2025 at 3:44 PM, newnative said:

       My 'facts' are quoted from google.   Personally observing some tour buses here and some tour groups there does not translate into 'Facts speak better'.   You're welcome to present any hard data you have, not observations, that disputes google's data.  

Why don't you present your data.  Sounds to me like you are doing the same thing you are accusing others of, basing it on opinion and subjective observation.

On 11/22/2025 at 3:23 AM, StayinThailand2much said:

 

Not to mention the moon phases and negative spiritual conditions... 😆 

(Nothing to do with lack of service, or disconnect between price and perceived value offered in Thailand.) 

They could offer cannabis vouchers on arrival. 

On 11/22/2025 at 2:12 PM, koele2 said:

All the Chinese tourist money goes to Chinese or Chinese / Thai.  So no big deal really.  Western tourist money is spread out better among the Thai population.  

Used to be, now it's rolled up and burnt. 

2 hours ago, shdmn said:

Why don't you present your data.  Sounds to me like you are doing the same thing you are accusing others of, basing it on opinion and subjective observation.

From KKP Research.  See Item 2:

 

KKP Research warns that the sharp decline in Chinese visitors may reflect long-term structural challenges, not just a temporary dip. Since the 2025 Lunar New Year, arrivals have plunged to under 300,000 per month—just 30% of the pre-COVID average of 560,000—posing a major blow to Thailand’s tourism-led recovery.

At the end of 2024, Chinese tourists had recovered to 60–70% of pre-pandemic levels. But numbers dropped steeply in early 2025, raising concerns over Thailand’s competitiveness.

KKP identifies three key trends behind the slump:

1. China’s outbound tourism recovery remains weak: Outbound travel is still at 86.5% of 2019 levels, while domestic tourism in China has nearly fully rebounded. Economic headwinds and policies encouraging domestic travel are key drags.

2. Shift from tour groups to independent travel: Before COVID-19, 40% of Chinese visitors to Thailand came in groups. That share fell to 20% in 2024. Independent travelers (FITs) have rebounded faster and now prioritize quality, safety, and experience over price, making low-cost tour packages less effective.

2 hours ago, newnative said:

From KKP Research.  See Item 2:

 

 

2. Shift from tour groups to independent travel: Before COVID-19, 40% of Chinese visitors to Thailand came in groups. That share fell to 20% in 2024. Independent travelers (FITs) have rebounded faster and now prioritize quality, safety, and experience over price, making low-cost tour packages less effective.

 

First trip with group tour,  Tourists taking their second trip/third trip would prefer and shift to self-organized independent journey.  

Above is just common sense. 

 

HK tourists came to Thailand in very high numbers and almost all were in tour groups in 1980's,  eventually they came again multiple times from 1990's onward on their own.    That happened even in pre-internet,  pre-Google Map era. 

Nowadays China mainlanders are doing same as the HKer's and had it much easier with internet info everywhere. 

 

It is some stubborn noticed certain things  20/15/10 years ago and thought it would be same perpetually or even forever

Not to worry, Thailand will just raise prices to make up for any tourist number declines.

and this is bad news???

3 hours ago, sscc said:

 

First trip with group tour,  Tourists taking their second trip/third trip would prefer and shift to self-organized independent journey.  

Above is just common sense. 

 

HK tourists came to Thailand in very high numbers and almost all were in tour groups in 1980's,  eventually they came again multiple times from 1990's onward on their own.    That happened even in pre-internet,  pre-Google Map era. 

Nowadays China mainlanders are doing same as the HKer's and had it much easier with internet info everywhere. 

 

It is some stubborn noticed certain things  20/15/10 years ago and thought it would be same perpetually or even forever

I used to drive Chinese tours we had to detour around souvenir shops, the tour guides took them to back street factories to buy wool under blankets and al sorts of things they also charged them for free venues.

Gradually they might have awakened but let me tell you they almost lynched a tour guide on one of my tours when a couple went for a evening walk, found the souvenir shop with Alpaca woolen spreads for half the price , I think some money had to be refunded to calm them.

1 hour ago, Lingba said:

and this is bad news???

Chinese are not stupid but they were prone to marching along in groups believing and trusting tour guides who were in the thick of it with the Chinese shops and tour owners.

They smoked a lot and were always offering me smokes on tour, but when they ate at Chinese venues the rushed in and rushed out leaving food and bones all over the table clothes