Thailand Aims to Revive Tourism as Chinese Visitor Numbers Plummet

Published on August 6, 2025

Tourism in Thailand, an important pillar of its economy, is having a tough year in 2025. International tourist arrivals have fallen 5%, led predominantly by a fall in visitors from China and competition from alternative destinations in Asia.

Between January 1 and July 5, 2025, Thailand received 16.8 million international visitors, lower than 17.7 million during the same period last year. The largest decrease was from neighboring nations, which dropped by 12.2%, with East Asia also experiencing a steep 24.8% decline. The main reason being the smaller number of Chinese tourists, which dipped by 34.2% from pre-pandemic 2019 levels.

Shifting Tourist Demographics

While long-haul travelers from markets like India, Japan, Singapore, Australia, and the U.S. have increased, their numbers remain relatively small, accounting for only 28% of total arrivals. These tourists typically spend more, but their growth cannot fully compensate for the loss of Chinese visitors.

Before the pandemic, China was Thailand’s largest tourism market, supplying 28% of all international arrivals—about 11.1 million visitors in 2019. However, Chinese tourists now make up just 13.6% of total arrivals. Estimates suggest that 2025 will mark the first time in over a decade (excluding COVID-19 years) that Chinese tourist numbers fall below 5 million.

Government Measures to Revive Tourism

Tourism contributes 20% of Thailand’s GDP, making its recovery crucial. The Thai government has introduced several initiatives to counter the downturn:

1. Delaying the Tourist Fee

Originally set for 2025, the government postponed the “Kha Yeap Pan Din” fee (a 300 THB charge for air arrivals and 150 THB for land/sea entries) to mid-2026. The funds will enhance tourist facilities and provide insurance coverage for foreign visitors.

2. Subsidies for Charter Flights

To attract more visitors, authorities are offering 350,000 THB per charter flight. New partnerships with travel agencies in Chongqing, Lanzhou, and Hangzhou aim to bring an additional 150,000 Chinese tourists to Thailand.

3. Digital Entry System

Earlier in 2025, Thailand launched a digital entry system, replacing paper-based immigration checks with a faster, online registration process to improve the traveler experience.

Factors Behind the Decline in Chinese Tourists

Several key factors contribute to the drop in Chinese visitors:

1. Economic Slowdown in China

China’s economic challenges, including a sluggish property market and weaker consumer spending, have led to reduced outbound tourism. Middle-class travelers, who once fueled Thailand’s tourism boom, are now more cautious with discretionary spending.

2. Rising Competition from Other Destinations

Countries like Vietnam, Japan, and South Korea have aggressively marketed themselves to Chinese tourists, offering easier visa policies and new attractions. Japan’s weakened yen, for example, has made it a more affordable option compared to Thailand.

3. Changing Travel Preferences

Post-pandemic, Chinese tourists are favoring shorter trips and domestic travel over long international vacations. The popularity of “revenge travel” within China has also diverted potential visitors away from overseas destinations.

4. Safety Concerns and Negative Perceptions

Reports of scams targeting tourists and safety incidents in Thailand have circulated on Chinese social media, damaging the country’s reputation as a secure destination. The Thai government is working to address these concerns through tighter regulations and public awareness campaigns.

Private Sector Initiatives in Thailand

Hotels, airlines, and tour operators are also adapting to the changing market:

• Discounts and Bundled Packages – Many resorts are offering all-inclusive deals to attract budget-conscious travelers.
• Luxury and Wellness Tourism – High-end hotels are focusing on medical tourism and wellness retreats, particularly targeting European and Middle Eastern visitors.
• Sustainable Tourism – Eco-friendly resorts and community-based tourism projects are gaining traction among environmentally conscious travelers.

Future Outlook for Thai Tourism

Experts are of the view that these stimulus steps will begin yielding fruit by the end of 2025. Assuming no serious disruptions, Chinese tourist arrivals may return to 70-80% of pre-pandemic levels towards the end of 2026.

Thailand, despite present difficulties, is a leading travel destination, and the efforts of the government seek to reinstate it as a player in the international tourism arena. The emphasis currently is on diversifying sources of visitors and improving traveler convenience in a bid to develop long-term growth.