Thailand is working hard to recover its place as a top destination for Chinese tourists. However, the kingdom is experiencing significant challenges because of concerns relating to safety and the rise of competing destinations across Asia. Chinese outbound tourism, which had been recovering globally post-pandemic, is still struggling in Thailand, affecting both the economy and tourism sectors.
Chinese tourists have long been one of the most crucial groups that are regularly visiting Thailand. This year, an estimated 155 million Chinese tourists are expected to travel abroad, fully recovering to pre-pandemic levels. However, Thailand's share of this market is has shrunk in comparison to previous years. According to statistics, the number of Chinese visitors to Thailand has dropped sharply. Safety concerns, sparked by several high-profile incidents, have played a central role in this decline.
Incidents that have added fear among Chinese travelers are kidnapping of Chinese actor Wang Xing and recent political unrest have damaged Thailand's reputation as a safe tourist destination. The earthquake in Bangkok earlier this year and border skirmishes with Cambodia have further raised alarms. Chinese tourists, who have become more safety-conscious in past years, are seeking safer alternatives. This negative sentiment has spread quickly across Chinese social media platforms, further negating potential visitors.
In fact, more than half of Chinese respondents in surveys view Thailand as an unsafe destination. Safety, which ranks high on the list of concerns for travelers, remains a significant hurdle to Thailand's tourism recovery. Many tourists are now choosing countries like Japan and Vietnam, which are seen as offering more secure environments and attractive travel packages.
As Thailand faces these challenges, other countries in the region are benefiting. Japan, for instance, reported a 53.5% increase in Chinese arrivals, attracting over 4.7 million Chinese visitors in the first half of 2025. Vietnam saw a surge of 44.2%, with 2.72 million Chinese visitors. Even South Korea experienced growth due to the lifting of restrictions on Korean content in China.
The rise of these destinations is driven by a combination of better infrastructure, new attractions, and affordability. Japan, in particular, offers convenient transport and a variety of tourist experiences outside of Tokyo, such as Osaka, which will host the World Expo in 2025. South Korea continues to leverage K-pop and celebrities like actor Park Bo-gum to maintain its appeal to Chinese tourists.
To address the situation, Thailand is making efforts to regain its appeal. The Tourism Authority of Thailand (TAT) initially set a goal of attracting 8-10 million Chinese tourists in 2025. However, the target was recently reduced to 6.7 million, the same level as 2024. A roadshow in China and events like the "Sawasdee Nihao" campaign aim to boost Thailand's image and draw back Chinese travelers.
In addition, the government has introduced initiatives to increase foreign arrivals, including offering 200,000 free domestic flights, and launching a 750-million-baht promotion aimed at encouraging tourism beyond the well-known destinations of Bangkok and Phuket. The strategy aims to target second-tier cities and regions, which remain largely underexplored.
While these measures are encouraging, industry experts believe that a full recovery may take 1-2 years. The Trip.com Group has expressed optimism about the future growth of Chinese tourists in Thailand, despite the current safety concerns. The platform, which serves the premium and independent traveler segment, continues to see repeat bookings from Chinese tourists.
Thailand's government is working to ensure that safety measures are in place. Increased police presence and stronger regulations against illegal activities are part of the broader plan to reassure travelers. The introduction of the Thailand Safe Travel Stamp is another initiative aimed at ensuring safety standards and rebuilding trust among potential visitors.
While Thailand remains one of the top destinations for Chinese travelers, the competition is intensifying. Vietnam and Japan are benefiting from the shift in Chinese travel preferences, and South Korea continues to attract Chinese visitors with its soft power and popular culture.
Thailand must act quickly to address safety concerns, diversify its tourist offerings, and promote new attractions to stay competitive. For now, Thailand's tourism industry is adapting to a new reality, where safety, infrastructure, and unique travel experiences will define its future.
Though the outlook for the remainder of 2025 remains cautious, Thailand continues to invest in tourism recovery. As the Chinese market rebounds, Thailand will need to focus on safety, attractiveness, and targeted campaigns to regain its position as a leading destination for Chinese tourists.