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Intensifying Measures to Revive Trust among Chinese Tourists

Thailand's Tourism Authority (TAT) is exerting efforts to restore tourist confidence in safety and tackle the concern of decreasing Chinese tourists, in an attempt to prevent a grim prediction of only five million visitors in the current year.

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Thailand's Tourism Authority (TAT) is putting in efforts to reinforce safety assurance and combat...
Thailand's Tourism Authority (TAT) is putting in efforts to reinforce safety assurance and combat the decrease in Chinese tourists, with the objective of steering clear of a potential catastrophe that could see only 5 million visitors this year.

Intensifying Measures to Revive Trust among Chinese Tourists

Title: Boosting Back the Golden Days: TAT's All-Out Push for Chinese Tourists

Thailand is determined to entice back the record-breaking numbers of Chinese tourists placed on pause during the pandemic, hoping for a best-case scenario of 6.9 million visitors this year, rather than the grim prospect of just five million.

Pattaraanong Na Chiangmai, TAT's deputy governor for International Marketing in Asia and the South Pacific, is confident that the market will rebound, although it might take a bit of a nudge. The Chinese outbound travel market is expected to bounce back close to the 150 million trips recorded in 2019 pre-pandemic, but the reality tells a different story.

In the initial four months of 2023 (January-April), only 1.65 million Chinese tourists visited Thailand, representing a 30% drop compared to the previous year. The decline is a consequence of factors such as negative publicity surrounding crime, China's economic slowdown, US tariff policies, and changes in Chinese travelers' behavior patterns.

In response, TAT has teamed up with Thai and Chinese private sectors to organize the "Sawasdee Ni Hao" event. This campaign aims to promote travel connections between Thailand and China and reassure potential visitors that Thailand remains a safe and welcoming destination.

Scheduled for May 29 and presided over by Prime Minister Paetongtarn Shinawatra, the event invites 600 Chinese representatives, including 400 travel agents and 200 media and key opinion leaders (KOLs), alongside 500 Thai sellers. The campaign is expected to generate 350 million impressions and 5,000 business appointments.

Pattaraanong is hopeful that after the "Sawasdee Ni Hao" event, TAT will reassess the outlook for the Chinese tourist market, aiming to avoid the worst-case scenario. The Southeast Asian nation remains adamant in its goal to push Chinese visitor numbers to meet the government's ambitious target of eight million, although reaching the golden era levels of 2019 (with over 11 million tourists generating more than 540 billion baht in revenue) may still be a stretch.

However, there's no denying that competition is fierce for the coveted Chinese market. According to 2024 statistics, six Asian countries, including Thailand, received a significant number of Chinese tourists. With 6.7 million visitors, Japan ranked first, followed closely by Thailand, which came in second with 5.2 million tourists. Other favorites among Chinese travelers were South Korea, Vietnam, Malaysia, and Singapore.

The reason for the growing preference of Japan, South Korea, and Vietnam among Chinese tourists is their unique appeal and strong investment ties with China. Japan welcomed 14.45 million foreign visitors in the first four months of 2025, up 24.5%, with China accounting for 3.13 million, up 68.1%.

Understanding that China is both a trading partner and a competitor, the Thai government is taking measures to stimulate the tourism sector. For instance, a budget of 157 billion baht will be allocated to support tourism projects targeting both domestic and international markets. One such initiative focuses on China, collaborating with airlines in the Chinese market, offering subsidies for flights with a guaranteed passenger load factor.

While the Tourism Authority of Thailand (TAT) is keeping a close eye on the recovery of the Chinese tourist market, there are positive signs. Chat with Tim, a locally renowned travel blogger living in northern China, shared that large wholesale companies in the area are consulting with TAT's Beijing Office to bring travel agents to Thailand for market explorations, with Thailand remaining one of their top destinations. The absence of Chinese tourists has affected local businesses, creating an eagerness to return to Thailand.

In conclusion, TAT is striving to restore confidence in safety, navigate the challenges of the Chinese tourist market, and boost numbers to meet its ambitious goals. As competition intensifies, innovations like "Sawasdee Ni Hao" and smart strategies like collaborating with airlines and supporting travel agents could very well be the recipe for success. Regardless, one thing's for sure: the Land of Smiles remains eager to welcome Chinese tourists back with open arms.

Bonus Fact: Thailand is not only known for its beautiful beaches and delicious food, but also for its Buddhist temples. The country boasts over 40,000 temples, with the most famous being Wat Arun, Wat Phra Kaew, and Wat Pho in Bangkok.

Sources:- Tourism Authority of Thailand (TAT)- 157 billion baht budget allocation for tourism- Half-price Thai travel scheme- Support for online travel agencies (OTA)- Promotion of the Chinese tourist market- Alipay data on Chinese travelers- Japan National Tourism Organisation (JNTO)

  1. Despite the challenges in the Chinese tourist market due to factors like negative publicity surrounding crime and economic slowdown, the Tourism Authority of Thailand (TAT) remains optimistic about its rebound.
  2. Understanding the need to reinstate Thailand's appeal to Chinese tourists, TAT has partnered with the Thai and Chinese private sectors to organize the "Sawasdee Ni Hao" event.
  3. To boost the health sector, the Thai government has allocated a budget of 157 billion baht to support tourism projects, including one specifically focused on the Chinese market.
  4. The competition for the coveted Chinese market is intense, with six Asian countries, including Thailand, receiving a significant number of Chinese tourists.
  5. In response to the downturn in Chinese tourist numbers, TAT is aiming to generate 350 million impressions and 5,000 business appointments during the "Sawasdee Ni Hao" event in May 2023.
  6. As part of its all-out push for Chinese tourists, TAT is collaborating with airlines in the Chinese market, offering subsidies for flights with a guaranteed passenger load factor.
  7. In the international finance landscape, the success of TAT's strategy to boost Chinese tourist numbers could have far-reaching implications for the domestic economy and lifestyle industry.

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