Thailand Tourism Recovery: More than a Thousand Charter Flights from China Set to Revive Bangkok, Phuket and Chiang Mai in 2025

Published on November 27, 2025

One of the most well-liked travel destinations in Southeast Asia, Thailand, is starting a daring plan to revive its tourism sector, which has been severely impacted by the worldwide pandemic. In an effort to return to pre-pandemic visitor levels, Thailand’s Tourism and Sports Ministry has declared plans to welcome more than 1,000 charter flights from China, Taiwan, and Macau by mid-2026. The influx of these charter flights is anticipated to be crucial in reviving Thailand’s tourism economy as the nation seeks to draw in more foreign visitors, particularly from China, its largest market.

The Strategic Charter Flight Push

In recent years, tourism in Thailand has struggled to regain its previous heights, particularly following the downturn in international travel caused by COVID-19. As global restrictions were eased and countries began to reopen, Thailand, like many other nations, needed to adapt its strategies to attract tourists once again. The government’s new approach focuses on a significant increase in direct charter flights, especially from China, Macau, and Taiwan, three of Thailand’s most lucrative tourism markets.

According to government officials, the expected arrival of over 1,000 chartered flights will help fill the void left by the decline in regular international commercial flights. These flights are not just aimed at major cities like Beijing and Shanghai but will also target secondary Chinese cities, which often see fewer direct international flight connections. This ensures that more travellers from across China can have easier and more direct access to Thai destinations, making it more convenient to visit.

This initiative is designed to directly address the demand for more travel options into the country and is seen as a crucial step in accelerating the recovery of the Thai tourism industry. With the availability of increased flight capacity, Thailand hopes to bring back millions of visitors, who are expected to arrive over the next several years, particularly through mid-2026.

A Rocky Start to 2025: Slow Recovery

Despite the country’s strong tourist appeal, 2025 has not been without its challenges. In the first half of 2025, Thailand’s foreign tourist arrivals were notably lower than in the same period in 2024. Specifically, arrivals from China, which has traditionally been a major source of tourists, remain significantly below pre-pandemic levels. This decrease has created a sense of urgency for Thai authorities to revive tourism and avoid a protracted recovery period.

As part of the country’s efforts to boost international arrivals, the Thai government has introduced various measures, including greater incentives for international airlines to increase flight frequencies to the country. For example, over 731 charter flights have already been confirmed from China alone for the busy 2025–2026 winter season, helping to increase the total number of inbound visitors to Thailand. These flights are expected to increase accessibility to key Thai tourist destinations like Bangkok, Phuket, Chiang Mai, and Krabi, which are popular with both short-term vacationers and long-term travellers.

Competing in a Changing Travel Landscape

While the charter flight initiative is expected to generate significant increases in visitor numbers, experts caution that other challenges still need to be addressed. One major issue is the changing nature of travel preferences among international tourists, particularly from China.

China’s travel landscape has shifted in the post-pandemic world. The Chinese middle class, which once flocked to international destinations like Thailand, is increasingly looking inward. More Chinese travellers are now choosing domestic destinations over international holidays, and those that do travel abroad are often looking for new and unexplored destinations rather than traditional hotspots like Thailand. This shift in preferences is something Thailand’s tourism authorities must contend with as they try to recapture their previous share of the Chinese outbound tourism market.

Moreover, other Southeast Asian nations, including Vietnam, Indonesia, and the Philippines, have been quick to seize the opportunity to attract Chinese tourists with competitive pricing and appealing packages. Thailand’s tourism officials, therefore, must continue to innovate and differentiate the country’s offerings to ensure they remain attractive to foreign visitors.

A Shift Towards Sustainable Tourism

Another key aspect of Thailand’s tourism recovery strategy is its focus on sustainability and the quality of the travel experience. Traditionally, Thailand’s tourism model has relied on large volumes of budget travellers seeking affordable beach holidays, cheap accommodation, and easy accessibility. However, with the global trend shifting toward more responsible and sustainable tourism, the Thai government is looking to reposition itself as a destination that offers more than just cheap thrills.

Thailand’s new approach focuses on attracting high-value tourists who seek authentic, unique, and sustainable travel experiences. As part of this strategy, local authorities have emphasised the importance of promoting ecotourism, cultural experiences, and wellness tourism. By shifting towards higher-value markets, Thailand aims to ensure long-term growth while protecting its natural resources and cultural heritage.

This push for quality over quantity is seen in the growing emphasis on bespoke experiences, which include everything from luxury wellness retreats to cultural tours of less-visited cities and provinces. By attracting a more diverse range of international tourists—such as affluent travellers from Europe, the Middle East, and the Americas—Thailand hopes to reduce its reliance on mass tourism and create a more sustainable tourism model moving forward.

Looking Ahead: Optimism and Realistic Projections

Looking ahead to the coming years, the Thai government remains optimistic about the future of the tourism industry. Despite the challenges posed by shifting travel trends and increased competition, the combination of expanded flight capacity and a focus on high-quality tourism experiences is expected to help Thailand return to its pre-pandemic tourism levels.

The country’s target is to welcome over 8 million Chinese visitors annually by 2026, which would mark a significant recovery from the lows of the pandemic era. However, industry experts remain cautious, acknowledging that recovery in full may take time. With the right blend of strategic marketing, sustainable practices, and investment in infrastructure, Thailand hopes to reclaim its status as one of the world’s top travel destinations.

For travellers, this means greater accessibility, more flight options, and a wider range of travel experiences. Whether seeking relaxation on a tropical beach in Phuket or exploring the cultural richness of Chiang Mai, visitors to Thailand can look forward to an increasingly diverse array of options.

Conclusion

In an attempt to recover from the setbacks brought on by the pandemic, Thailand’s tourism sector is going through a major transformation. A key component of this recovery is the deliberate expansion of charter flights from China, Taiwan, and Macau, which provides both a temporary fix for the influx of tourists and a longer-term plan for sustainable growth. But there are still issues, especially with changing travel tastes and increased international competition. Thailand seeks to establish itself as a more sustainable and alluring travel destination for foreign visitors by concentrating on diversifying its tourist base and prioritising quality over quantity. The upcoming years are expected to change Thailand’s tourism scene and solidify the Kingdom’s position on the global travel map for both tourists and the industry.