Thailand’s tourism industry faces a fresh setback after the Association of Thai Travel Agents (ATTA) cut its 2026 forecast for Chinese visitor arrivals from 9 million to 7 million. The downgrade reflects growing safety concerns among Chinese travellers, alongside rising travel costs linked to higher oil prices caused by conflict in the Middle East. Get today's headlines by email ATTA president Thanapol Cheewarattanaporn said on Thursday, 4 June 2026, that Chinese arrivals this year are now expected to reach around 7 million, well below projections made at the start of the year. He identified two key factors behind the weaker outlook: damage to Thailand’s safety image and increasing travel expenses. According to Thanapol, safety concerns have become the biggest obstacle in the Chinese market. Reports involving Chinese nationals allegedly being held for ransom or disappearing after arriving in Thailand, along with fears connected to call-centre scam networks, have undermined confidence among potential visitors. He said such reports have spread rapidly across Chinese social media and short-video platforms, further damaging Thailand’s reputation as a safe destination. Confidence has also been affected by online claims that some Thai state officials or police officers may have links to criminal groups, regardless of whether individual allegations have been fully proven. Thanapol said Chinese travellers place safety above all other considerations when choosing overseas destinations. He argued that Thailand’s response has not yet appeared strong or clear enough to reassure the Chinese market. ATTA is urging the government to introduce concrete safety measures and communicate them clearly at the national level. Thanapol said authorities should present a step-by-step strategy explaining what actions will be taken, how incidents will be addressed and how success will be measured. The uncertainty has made Chinese tour operators increasingly cautious. Some agencies now see Thailand as a weaker market and are less willing to spend resources reassuring customers about safety issues. As a result, investment and marketing activity promoting Thailand have slowed. Higher oil prices have added further pressure by increasing aviation costs and making charter flight operations more difficult. More expensive air fares are also discouraging travel. Despite the challenges, ATTA is seeking new opportunities by targeting emerging markets in China. The association has launched roadshows in Urumqi in Xinjiang and Lanzhou in Gansu, areas viewed as having strong potential and less exposure to negative news about Thailand. ATTA is also pushing for charter flights from Urumqi to Thailand from August. Thanapol said Xinjiang could serve as a strategic gateway linking travellers to other destinations, including Dubai and Europe. The Nation reported that ATTA has called for a broader review of Thailand’s tourism promotion strategy. Thanapol said the country should encourage both inbound Chinese tourism and outbound travel by Thais to improve aviation balance and strengthen tourism exchanges. He also warned that Thailand must move more quickly to compete with rivals such as Malaysia, which has actively promoted itself in China and launched direct flights between Kuala Lumpur and Urumqi. Join the discussion? Already a member? Adapted by ASEAN Now Nation 5 June 2026
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