Thailand Shifts Tourism Focus to Middle East and Southeast Asia to Counter Decline in Chinese Visitors

Published on July 14, 2025

As Thailand looks to recover from the impact of the coronavirus, the destination has reprioritized away from China as it seeks to increase its visitor numbers. With the Chinese remaining away, they will be looking to welcome visitors from the Middle East and Southeast Asia, both of which have potential for growth and offer the prospects of a higher spend, the Tourism Authority of Thailand (TAT) said.

The new plan is a response to increasing worry about the weakening of Chinese tourism. China has always been one of the largest sources of tourists to Thailand, but changing travel trends of late ha resulted in a declining in tourist numbers coming from the Chinese nation, and puts a squeeze on Thailand’s tourism income. As a safeguard against this, the TAT is collaborating with airlines and tourism enterprises to attract more tourists from the Middle East and Southeast Asia to travel to Thailand.

Middle East: New Market for Thailand

Thailand, UK, Middle East, Tourism, Visitors The Middle East remains a vital and growing source of visitor arrivals for the Thai tourism industry. Based on data of the TAT, Middle East arrivals have increased 17%-18% year on year, showing a change in travel patterns. Nations such as the United Arab Emirates, Saudi Arabia, and Kuwait are becoming increasingly important source markets, with visitors from these markets being high spenders and an adjustable market for Thailand.

To take advantage of this trend, Thailand is seeking to enhance marketing initiatives in the Middle East by linking up with airlines and other important travel partners. This includes positioning Thailand as an excellent luxury tourism, cultural, and beach holiday destination by launching exclusive travel promotion initiatives that cater to the cultural and lifestyle preferences of Middle Eastern clients.

Furthermore, the TAT is promoting the development of tailored travel package offerings that meet the interests of Middle Eastern visitors, such as luxury resort stays, wellness centres and kid-friendly activities. Focusing on the variety of experiences for visitors to enjoy in Thailand, the TAT is hoping to attract more tourists from this region, which will bring with it increased visitor numbers and additional tourist dollars for the Thai economy.

Southeast Asia: So Near, but Yet So Undervalued

Thailand, in addition to the Middle East, has risen its focus on Southeast Asia, coming as tourism from the region is showing the most growth. Malaysia, Singapore and Indonesia are viewed as important drivers of short-haul visitors, and they are also more likely to be frequent travelers and to spend money in popular tourist destinations such as Bangkok, Chiang Mai and the island resort of Phuket.

Thailand appeals to those in search of something or somebody easy, mainly because it’s close to other Southeast Asian countries and easy to get to. The TAT is stepping up its regional focus to remind travellers that it’s easy to visit and explore the country’s fascinating culture with affordability. Work is being done on cross-border marketing campaigns, digital advertising, and working with travel agents to make it more affordable for people to travel from nearby countries.

With direct flights and easier border restrictions, Thailand is poised to appeal to tourists from other Southeast Asian countries. The TAT’s solution is to try to attract a greater number of regional tourists and to get them to stay longer and spend more money while they are here, in an effort to offset the decline in Chinese tourism.

What 2025 Could Look Like With Adjusted Projections and Expectations

In wake of such trends, the TAT has updated its tourism estimate for 2025. The authority originally planned to attract 40 million foreigners in the year ahead, but given the fall in the number of Chinese arrivals, it has revised the projection to 35 million. Tourist arrivals from China have decreased overall, underscoring continued weakness in the Chinese market, which was previously one of Thailand’s biggest source of visitors.

Even with revised arrival numbers, the TAT is still positive that Thailand will continue to receive strong tourist revenue. Total visitor spending in 2025 is now forecast at around 2.8 trillion baht, with 1.6 trillion baht from international arrivals such as Middle Eastern and Southeast Asian tourists. The change of target is considered an opportunity to widen tourism base and decrease reliance on one market, eventually enabling Thailand to build a stronger tourism industry in the future.

Working with Airlines: A Strategy for Success

Cooperation with international airlines is an important element of Thailand’s plan to woo more tourists from the Middle East and South-east Asia. By collaborating with airlines to boost flights and roll out special promotions, the TAT wants to make Thailand an even more appealing choice. This means that possible direct flight could be on the way between several big cities in the Middle East and Southeast Asia and will allow travel to Thailand to be easier and lower cost.

It is designed to incentivise airlines to contribute a higher frequency offering to the major Thai destinations and add seat capacity for travellers from these emerging markets. The TAT also working with travel agents for package deals that include air tickets, accommodation and experiences, to encourage even smoother travel by travellers from these regions to Thailand.

Adapting to New Tourism Dynamics

The way in which Thailand is marketing to future tourists has drastically shifted and with it will come changes in the type of tourists the country ultimately receives. Although the Chinese slowdown has certainly posed obstacles, the TAT’s investment into the Middle East has provided an avenue for growth and development. Luring big spenders from these regions and cultivating partnership with airlines and travel partners, Thailand will keep on growing as a top pick for travellers across Asia.

As the travel space changes, Thailand’s heavy emphasis on luxury, culture and short-haul from Southeast Asia means it is well set to keep a high income despite an under-par Chinese arrival figure. Through reaching out to these new markets and working with some of the largest players in the industry, Thailand is building a new model for tourism that is more sustainable and longer-lasting.

Closing: The Way Ahead for Thailand

One promising bright spot is that Thailand’s tourism industry is on the road to recovery with a focus on new strategies aimed at making up for the shortfall caused by the decrease in Chinese visitors – such as pivoting toward the Middle East and Southeast Asia. The TAT hopes to attract more tourists from the regions through concentrated marketing campaigns, forging partnerships with airlines and the design of special tour packages, and have them spend more when they visit. While Thailand is embracing the evolution of global tourism, the country with its amazing culture, idyllic landscapes and varied experiences that are unrivalled, Thailand is poised to remain a favored destination of travellers worldwide.