Tourism Thailand's Tourism Industry Faces Pivotal Moment as Arrivals Decline

[snoop1130]

Photo courtesy of KhaoSod English

 

Thailand’s tourism sector, historically a robust pillar of its economy, stands at a critical juncture, according to Yuthasak Supasorn, Chairman of the Industrial Estate Authority of Thailand (IEAT) and former governor of the Tourism Authority of Thailand (TAT). Despite its resilience to past challenges, the industry is now grappling with structural changes and a noticeable dip in tourist arrivals.

 

"Thai tourism has been a key driver of our economy, but it is now at a crossroads," Supasorn commented, highlighting the industry's shifting landscape. Recent data reveals a concerning trend: in the first five months of 2025, Thailand welcomed 14.3 million foreign visitors, marking a 2.7% decline from the previous year. Particularly troubling is the steep decline in the Asian market, which constitutes nearly 63% of the total visitors.

 

A significant portion of this downturn is attributed to the precipitous drop in Chinese tourists—historically Thailand’s largest group of foreign visitors—whose numbers plunged by 32.7%, from 2.91 million in 2024 to just 1.95 million this year. This sharp decrease has caused daily arrival figures to halve, plunging from 21,300 in January to 10,000 in May.

 

For the first time in 12 years, Chinese tourist arrivals are projected to fall below 5 million. Should current trends persist, 2025 might see as few as 4 to 5 million Chinese visitors, a stark contrast to the pre-pandemic peak of 11.1 million.

 

A significant contributor to this decline is the negative perception of Thailand, exacerbated by the film "No More Bets". The movie casts a spotlight on issues such as scams, human trafficking, and safety concerns. A Dragon Trail International survey reports a doubling in the number of Chinese tourists worried about visiting Thailand owing to safety concerns.

 

Supasorn acknowledged this challenge, stating, "The perception of Thailand as an unsafe destination has had an impact." In response, he urged a comprehensive overhaul of Thai tourism, shifting focus towards quality, sustainability, and diversification.

 

He advocates for welcoming back Chinese tourists while also opening new markets, notably India, projected to overtake Russia as the third-largest source of tourists due to recently implemented free visa policies. Supasorn also stressed the importance of attracting high-income tourists and bolstering domestic tourism as a reliable revenue source.

 

Thailand's global competitiveness in tourism has also waned, as evidenced by the country's drop to 47th place in the 2024 Travel & Tourism Development Index. To counter this, Supasorn suggests enhancing safety and hygiene standards, developing new tourist routes, and positioning Thailand as a leader in sustainable tourism.

 

"Thailand must adapt or risk being left behind," he warned. "The time for change is now."

 

With these strategic recommendations, Thailand aims to reclaim its status as a premier global tourist destination, ensuring sustainable growth and resilience amidst evolving global challenges.

 

  Adapted by ASEAN Now from The Thaiger 2025-06-11

 

 

[impulse]

5 minutes ago, snoop1130 said:

"Thailand must adapt or risk being left behind," he warned. "The time for change is now."

 

Bad news.  The time for change was before the dip in arrivals.

[StayinThailand2much]

19 minutes ago, snoop1130 said:

"Thailand must adapt or risk being left behind," he warned. "The time for change is now."

 

Perhaps not putting all eggs into the Chinese basket would be a start. 😉 

 

(Five times 'Chinese tourists', or 'Chinese visitors' in one short news item - c'mon...)

[blaze master]

You know what that means.....time to raise prices.

[whiteman]

Long may it last

[PJ71]

13 minutes ago, whiteman said:

Long may it last

My thoughts exactly, hope the indians, arabs and ozzies stop coming too.

[Magictoad]

Where have all the Chinese gone? Really? I don't believe two million watched a film and decided not to come because if it! Pull the other one!

The Chinese were a lot less rowdy than their Indian replacements.

I asked a Thai agent yesterday and she told me the government had clamped down on visas for Chinese people due to so many criminal activities, business scams,  nefarious goings on etc etc. Especially land & property deals...Bent..

[Magictoad]

'With these strategic recommendations, Thailand aims to reclaim its status as a premier global tourist destination, ensuring sustainable growth and resilience amidst evolving global challenges.'

Anybody else think that this last paragraph was written by AI or ChatGP?

[captain_shane]

Just now, Magictoad said:

Anybody else think that this last paragraph was written by AI or ChatGP?

All the news posts on here are ai

[ikke1959]

That will happen if you put all the eggs in one basket.... There are many more tourists willing to come to Thailand, but they are neglected... Only the Chinese are counting, and besides that no investments in the tourist industry don't make things better too.. 

So keep on chasing the few bad ones, make it big headlines how foreigners are ruining the country and its culture(?), how bad all foreigners are and many more negative publication, instead be welcoming all countries, without scams, double standards, limited alcohol sales/buying times,  no  foreign speaking guides available( as it is a protected job) ,21st century smoking(vaping) fines, too overpriced THB and imported articles including low quality wines , airpolution, unsafe traffic and the list can go on. 

[greeneking]

1 hour ago, snoop1130 said:

Photo courtesy of KhaoSod English

 

Thailand’s tourism sector, historically a robust pillar of its economy, stands at a critical juncture, according to Yuthasak Supasorn, Chairman of the Industrial Estate Authority of Thailand (IEAT) and former governor of the Tourism Authority of Thailand (TAT). Despite its resilience to past challenges, the industry is now grappling with structural changes and a noticeable dip in tourist arrivals.

 

"Thai tourism has been a key driver of our economy, but it is now at a crossroads," Supasorn commented, highlighting the industry's shifting landscape. Recent data reveals a concerning trend: in the first five months of 2025, Thailand welcomed 14.3 million foreign visitors, marking a 2.7% decline from the previous year. Particularly troubling is the steep decline in the Asian market, which constitutes nearly 63% of the total visitors.

 

A significant portion of this downturn is attributed to the precipitous drop in Chinese tourists—historically Thailand’s largest group of foreign visitors—whose numbers plunged by 32.7%, from 2.91 million in 2024 to just 1.95 million this year. This sharp decrease has caused daily arrival figures to halve, plunging from 21,300 in January to 10,000 in May.

 

For the first time in 12 years, Chinese tourist arrivals are projected to fall below 5 million. Should current trends persist, 2025 might see as few as 4 to 5 million Chinese visitors, a stark contrast to the pre-pandemic peak of 11.1 million.

 

A significant contributor to this decline is the negative perception of Thailand, exacerbated by the film "No More Bets". The movie casts a spotlight on issues such as scams, human trafficking, and safety concerns. A Dragon Trail International survey reports a doubling in the number of Chinese tourists worried about visiting Thailand owing to safety concerns.

 

Supasorn acknowledged this challenge, stating, "The perception of Thailand as an unsafe destination has had an impact." In response, he urged a comprehensive overhaul of Thai tourism, shifting focus towards quality, sustainability, and diversification.

 

He advocates for welcoming back Chinese tourists while also opening new markets, notably India, projected to overtake Russia as the third-largest source of tourists due to recently implemented free visa policies. Supasorn also stressed the importance of attracting high-income tourists and bolstering domestic tourism as a reliable revenue source.

 

Thailand's global competitiveness in tourism has also waned, as evidenced by the country's drop to 47th place in the 2024 Travel & Tourism Development Index. To counter this, Supasorn suggests enhancing safety and hygiene standards, developing new tourist routes, and positioning Thailand as a leader in sustainable tourism.

 

"Thailand must adapt or risk being left behind," he warned. "The time for change is now."

 

With these strategic recommendations, Thailand aims to reclaim its status as a premier global tourist destination, ensuring sustainable growth and resilience amidst evolving global challenges.

 

  Adapted by ASEAN Now from The Thaiger 2025-06-11

 

 

 

1 hour ago, impulse said:

 

Bad news.  The time for change was before the dip in arrivals.

It is low season now and TAT hopes no one will notice and calls for more funding.

Not long ago they were celebrating figures close to all time highs.

[gk10012001]

I been 15 times since 2004.  Haven't been since 2019.  Finishing up this contract job next week.  Good, bad or indifferent I will be heading to Thailand in the next month or so as will two of my buddies.  One used to spend more time there than I did.  The other will be a newbie.  Oh if only it could be like it was back around 2004-2008 years.  But there is still plenty of an attraction for me

[NoDisplayName]

1 hour ago, Magictoad said:

I asked a Thai agent yesterday and she told me the government had clamped down on visas for Chinese people due to so many criminal activities, business scams,  nefarious goings on etc etc. Especially land & property deals...Bent..

 

What visas?

 

China and Thailand have announced a historic travel accord with a permanent "visa-free" arrangement to bolster post-pandemic tourism.

 Jan 29, 2024

 

Chinese are getting better travel deals in Japan and Souf' Korea.

Added bonus - no kidnappings!

[NoDisplayName]

2 hours ago, StayinThailand2much said:

 

Perhaps not putting all eggs into the Chinese basket would be a start. 😉 

 

(Five times 'Chinese tourists', or 'Chinese visitors' in one short news item - c'mon...)

 

Considering they constitute 20% of the world's population, and are a short flight or high-speed rail trip away, that's a lotta eggs and a very small basket.

[StayinThailand2much]

23 minutes ago, NoDisplayName said:

 

Considering they constitute 20% of the world's population, and are a short flight or high-speed rail trip away, that's a lotta eggs and a very small basket.

 

Too bad, Chinese tourists don't take the bait, and prefer Japan instead... 😆 

 

"Chinese tourists are returning to Japan in increasing numbers, particularly after the lifting of group tour bans by the Chinese government in 2023. A significant surge in Chinese visitors was observed in early 2025, with data indicating a near doubling of Chinese travelers to Japan compared to the same period in 2024. This increase is attributed to various factors, including the easing of travel restrictions and the popularity of Japan as a destination for Chinese travelers. 

 

Here's a more detailed look:

Increased Arrivals:

The number of inbound travelers from China to Japan reached 6.98 million in 2024, a significant increase from the 2.42 million in 2023."

[NoDisplayName]

5 minutes ago, StayinThailand2much said:

The number of inbound travelers from China to Japan reached 6.98 million in 2024, a significant increase from the 2.42 million in 2023."

 

Ouchies!  That's gotta smart!

 

2 hours ago, snoop1130 said:

the precipitous drop in Chinese tourists—historically Thailand’s largest group of foreign visitors—whose numbers plunged by 32.7%, from 2.91 million in 2024 to just 1.95 million this year.

 

[TedG]

14 minutes ago, StayinThailand2much said:

 

Too bad, Chinese tourists don't take the bait, and prefer Japan instead... 😆 

 

"Chinese tourists are returning to Japan in increasing numbers, particularly after the lifting of group tour bans by the Chinese government in 2023. A significant surge in Chinese visitors was observed in early 2025, with data indicating a near doubling of Chinese travelers to Japan compared to the same period in 2024. This increase is attributed to various factors, including the easing of travel restrictions and the popularity of Japan as a destination for Chinese travelers. 

 

Here's a more detailed look:

Increased Arrivals:

The number of inbound travelers from China to Japan reached 6.98 million in 2024, a significant increase from the 2.42 million in 2023."

Japan is a much better vacation destination than Thailand. It is modern and clean, and you won't get run over trying to cross the street at a crosswalk.  

[connda]

I've got a good idea.  Think up more reasons to turn away tourist.  Heck, just start a new TAT scheme:  

Leave Your Money At The Arrival Gate and then Book A Flight To Vietnam.  

We 💗 your money, but we just can't stand you - Farangs!

[dutch boy]

2 hours ago, Magictoad said:

'With these strategic recommendations, Thailand aims to reclaim its status as a premier global tourist destination, ensuring sustainable growth and resilience amidst evolving global challenges.'

Anybody else think that this last paragraph was written by AI or ChatGP?

I am sure there are many handsome Indian men looking for a "premier global tourist destination."

[Gottfrid]

2 hours ago, PJ71 said:

My thoughts exactly, hope the indians, arabs and ozzies stop coming too.

Ok, Indians and Arabs I can understand, but what is generally wrong with the Ozzies?

[blaze master]

13 minutes ago, dutch boy said:

I am sure there are many handsome Indian men looking for a "premier global tourist destination."

 

You should post a pic of yourself while you're at it.

[NorthernRyland]

Chinese must have got their fill of Thailand. For Europeans it's appealing because it's so different (including prices) but where is the appeal for Chinese? Maybe it's fun to visit once but I don't see how they could find the same value here as we do.

 

Sadly for us Indians will probably find more value in Thailand and their numbers will increase.

[NorthernRyland]

1 hour ago, dutch boy said:

I am sure there are many handsome Indian men looking for a "premier global tourist destination."

 

The stuff of nightmares right there.

[kevozman1]

Didn't the TAT (the most logical organization to ever exist) want to prioritize Chinese tourists? Well now the vast majority of them don't have the luxury option of foreign holidays, which is only something they have been doing in numbers this century, but a record amount of them are fleeing to Western Europe, the US, Canada, Australia and Japan to live. Don't be surprised the next time you're in those countries if lots of insular Chinatowns pop up in between a Sub Saharan looking slum, and districts resembling Lahore or Delhi. Fantastic, the delights of multi-culti.

[daveAustin]

11 hours ago, snoop1130 said:

He advocates for welcoming back Chinese tourists while also opening new markets, notably India, projected to overtake Russia as the third-largest source of tourists

Joy. The finest of groups to encourage. 

Thailand’s penchant for cracking down on dastardly foreigner activities and persistently messing with the visa system, plus shouting about taxation (yes I know that’s for longer termers) and the introduction of the hassle-factor online TM47 etc might be having an impact. Flights are also pricier and then you have better alternatives in the region.

[GanDoonToonPet]

9 hours ago, NoDisplayName said:

What visas?

 

China and Thailand have announced a historic travel accord with a permanent "visa-free" arrangement to bolster post-pandemic tourism.

 Jan 29, 2024

 

He may be referring to the fact that Chinese citizens need permission from the CCP to leave the country. There's a reason their immigration dept is called the 'Entry and Exit Bureau'.

 

Possible but unlikely. Probably more to do with the problems in the Chinese economy at the moment due to 'you know what' by 'you know who' and other reasons alluded to here.

[gk10012001]

9 hours ago, TedG said:

Japan is a much better vacation destination than Thailand. It is modern and clean, and you won't get run over trying to cross the street at a crosswalk.  

But you won't get a one hour foot massage there for <10 US Dollars

[MarkBR]

Get rid of visas totally.  Admit people via TDAC, Track people using TM30s & phones.  Any crimes ban them for 10 years minimum.

[factual monk]

People have started to venture out into other SE Asian countries and other global tourist countries... plus Thailand is now reaching a saturation point due to higher costs vis-a-vis it's neighbours... 

[hotchilli]

15 hours ago, snoop1130 said:

Thailand’s tourism sector, historically a robust pillar of its economy, stands at a critical juncture, according to Yuthasak Supasorn, Chairman of the Industrial Estate Authority of Thailand (IEAT) and former governor of the Tourism Authority of Thailand (TAT). Despite its resilience to past challenges, the industry is now grappling with structural changes and a noticeable dip in tourist arrivals.

Thailand needs to moderise it's hospitality sector, not keep on churning out the old walking street and beer bar model.