Chinese excursions to Thailand hampered by safety worries and architectural flaws

The Dwindling Presence of Chinese Tourists in Thailand: A Persistent Decline

Chinese excursions to Thailand hampered by safety worries and architectural flaws

Thailand, a popular tourist destination, is grappling with a consistent drop in Chinese travelers, following a steep decline since the Chinese New Year, surging to an astounding 70% reduction from pre-pandemic levels, with visitor numbers dwindling to just 300,000 per month [4][5].

Despite a partial recovery to 60-70% of pre-Covid-19 levels by the end of 2024, the number of Chinese tourists nosedived by nearly half after the Chinese New Year in January 2025, amounting to fewer than 300,000 visitors monthly [4].

This ongoing trend can be attributed to several factors:

Economic Fluctuations: China's slowing economy and the government's push for domestic tourism are deterrents for outbound travelers, leaving Chinese tourist numbers at only 86.5% of their 2019 levels [4].
Choosing Autonomous Journeys: The preference for independent travel (FITs) has grown among returning Chinese tourists, as opposed to group tours, which were more common prior to Covid-19 [4].

These independent travelers account for 77.4% of 2019 levels, equating to 5.3 million tourists, while group tourists only recovered to a mere 33.4%, or about 1.4 million visitors [4].3. Safety Concerns: Enhanced safety concerns in the minds of Chinese travelers pose a structural issue that necessitates time to remedy, requiring efforts to restore Thailand's positive image [6].

Industry specialists have pinpointed two primary reasons for shrinking Chinese tourist numbers:

Planning and Time: The need for careful trip planning among travelers, particularly independent explorers, may be a temporary factor that could improve during the second half of the year [4].
Heightened Safety Anxiety: The intensification of safety concerns among Chinese tourists presents a structural problem requiring time to resolve [6].

Chinese tourists, however, may still travel abroad, favoring alternative countries over Thailand. Although flights from China have gradually recuperated since March, inbound flights to Thailand continue to plummet, indicating decreased appeal in Thailand rather than a general drop in Chinese overseas travel [4].

Due to these challenges, Thailand's Tourism and Sports (TAT) is making concerted efforts to rebuild confidence among Chinese travelers by intensifying promotional strategies and implementing safety measures to alleviate safety concerns.

Moreover, Thailand seeks to tap into growth opportunities in the European and South Asian markets, such as India, to partially compensate for the dwindling Chinese tourist segment [6]. These regions, especially in the first four months of the year, have already surpassed their 2019 tourist arrival levels, accounting for nearly a third of total tourist arrivals [6].

However, it's worth noting that the preferences and behaviors of these tourist groups differ significantly from those of Chinese tourists:

Popular Destinations: Most European tourists prefer southern Thailand, followed by the eastern region, while Indian tourists resemble Chinese tourists, with a focus on Bangkok, the eastern and southern regions.
Spending Habits: European and Indian tourists spend more on accommodation and hotels compared to Chinese tourists, who tend to concentrate on entertainment and shopping [6].

To adapt to this shifting tourist landscape, Thailand must invest in tourism infrastructure in strategic areas and prioritize the types of businesses that cater to the preferences of its new target markets [6]. Meanwhile, promotional approaches should be tailored to meet the unique interests of each tourist group:

European Tourists: Historical sites, street food, and souvenir shopping appeal most to European tourists.
Indian Tourists: These travelers prioritize nightlife, massages and spas, and shopping for clothing and leather goods.

Sources

Thailand expects to attract 47 million foreign visitors in 2023 | CNA
Thailand returns to global tourism map, but recovery is slow-going | Coconuts Bangkok
China sends more than 100 million tourists abroad in 2018 | South China Morning Post
Analysis: Chinese tourists to Thailand may not return in big numbers in the short term | Asia Nikkei
TAT predicts Asian travel demand recovery starting in 2H2023 | TravelDaily News
TAT Taking Measures to Restore Confidence Among Chinese Travelers | TAT News
The decrease in Chinese tourists in Thailand affects not only the tourism industry but also the broader economy, as international travel significantly contributes to the country's revenue and business growth.
To counter the declining numbers of Chinese tourists, Thailand is looking to target European and South Asian markets, such as India, in an effort to diversify its international travel market and compensate for the loss in revenue.
The shift in traveler preferences from group tours to autonomous journeys (FITs) highlights the importance of investing in tourism infrastructure to cater to the needs of these independent travelers, ensuring the availability of suitable accommodations and activities.
In an attempt to remedy the safety concerns hindering Chinese tourists, Thailand is implementing safety measures and promoting its adherence to health and hygiene standards to restore a positive image and attract travelers once more.