Chinese Arrivals Lagging
The tourism industry of Thailand is experiencing a notable decline in international visitors, particularly from China. Arrivals dropped to 16.7 million from January to June 2025, down from 17.7 million in the same period in 2024.
Once Thailand’s largest tourism market, Chinese visitors have sllumped by 34%. Specifically, from 3.45 million to 2.27 million. As a result, Malaysia is now Thailand’s toup source of tourists.
Foreign Tourist Numbers Fall
A combination of economic uncertainty in China, a stronger Thai baht, and regional competition has reduced demand. For example, travelers are opting for destinations like Vietnam and Japan, which offer better value.
“China has become both our biggest customer and most significant competitor,” noted Thapanee Kiatphaibool, Tourism Authority of Thailand (TAT) Governor. “Many countries worldwide are dedicating substantial resources to attract Chinese tourists, whilst China itself is investing heavily to draw international visitors.”
Additionally, safety concerns persist among Chinese tourists. Previously, several high-profile scams and trafficking incidents have tarnished Thailand’s reputation.
Should consumer confidence in China recover in 2026, it could mark a slow influx of Chinese visitors.
Thailand Tightens Entry Measures
To improve security and streamline immigration, Thailand launched the Thailand Digital Arrival Card (TDAC) on May 1, 2025. Correspondingly, all foreign travelers must now pre-register online before arriving, replacing the previous paper-based TM6 form.
However, authorities warn of scam websites mimicking official TDAC portals. Hence, the government urges travelers to use secure sites only.
Meanwhile, Thai Immigration arrested two Chinese nationals in Pattaya for forging passport stamps. Consequently, the incident triggered a public warning against using illegal visa services.
Government Response
In response to the downturn, the government has postponed the controversial tourist entry fee until mid-2026. Officials say this will prevent further deterring foreign arrivals during a fragile period.
At the same time, the Tourism Authority of Thailand (TAT) is promoting new campaigns focused on high-spending travelers. Key targets include visitors from India, the Middle East, and the United States.
In addition, the “Amazing Thailand Grand Tourism & Sports Year 2025” campaign aims to diversify offerings, highlighting eco-tourism, wellness, and sports travel.
Rebuilding Trust in Thailand
Thailand is also investing in perception management. Authorities have introduced a “safe travel stamp” certification for hotels and transport services to reassure foreign visitors.
Furthermore, social media outreach campaigns like “Nihao–Sawadee” specifically target Chinese-speaking audiences to rebuild trust and visibility.
Visa-waiver extensions and faster processing times are also in the pipeline, especially for frequent business and luxury travelers.
Outlook for 2026 and Beyond
Despite current challenges, the government is optimistic. Tourism officials aim to return to 70–80% of pre-pandemic levels by late 2026.
Notably, Thailand is shifting focus from volume to value. Specifically, efforts are underway to attract tourists who spend more while staying longer.
This move, officials believe, will ensure long-term sustainability and reduce strain on natural and cultural sites.
Outlook for Thailand
While Thailand’s tourism industry faces headwinds, policy reforms and market diversification could lay the groundwork for a resilient 2026 recovery.
