25-07-2025
Chinese arrivals to dip below 5m
Despite flight subsidies and incentive group stimulus, the number of Chinese tourist arrivals this year is expected to plunge below 5 million, significantly lower than the 6.7 million recorded last year, according to the Tourism Authority of Thailand (TAT).
Pattaraanong Na Chiangmai, deputy governor of international marketing for Asia and South Pacific at TAT, said the government's stimulus package worth 750 million baht should help drive Chinese arrivals to 5 million.
She said travel agents have started to submit plans to operate chartered flights, which should start in August.
"We're examining both tour prices and itineraries to ensure they are high-quality," said Ms Pattaraanong.
Chuwit Sirivejkul, executive director of the East Asia region at TAT, said the agency is working directly with the provincial governments in China to promote tourism between the two countries.
"Chinese tourists want sincerity from the Thai government, not a boast that all places are safe. They love Thailand, but they want to be warned or recommended about activities or incidents," said Mr Chuwit.
Lertchai Wangtrakuldee, director of the Shanghai office, said all five TAT offices in China are less reliant on social media influencers and are pivoting to user-generated content about Thailand, encouraging tourists to submit their content to the TAT in exchange for gifts supported by tourism operators.
Mr Lertchai said the decline of the Chinese market this year can be attributed to more intense competition from Japan, Malaysia and Vietnam, which have invested heavily in an effort to attract Chinese tourists.
Vietnamese packages sold to the Chinese only cost 999 yuan (4,522 baht) in recent months, he said.
As of July 20, Thailand has recorded more than 2.53 million Chinese tourists. The best-case scenario for this market in 2026 is 6.9 million, noted the TAT.
The agency said daily Chinese arrivals only tally 15,000, while their average spending is 52,000 baht per trip.
Mr Lertchai said room remains to attract tour groups from six regions under the TAT's Shanghai office, including Anhui, Shandong and Jiangsu, areas where tour groups accounted for 90%, 40% and 35% of total arrivals, respectively.
This trend is similar to other regions, such as Hainan and Jiangxi in southern China, and Liaoning and Shanxi in northern China, which all have tour groups as a major segment.
According to Dragon Trail International, 31% of Chinese travellers used travel agents or tour guides to find tourism information.
Many large agents use live-streaming to sell packages, said Mr Lertchai.
Ruedee Cheawsamoot, director of TAT's Kunming office, said the agency is tapping niche markets that are willing to spend, such as seniors.
The agency is also planning to host a dance competition and a party in Thailand, which are their favourite activities.
In addition, the TAT is promoting Thailand via campaigns targeting Chinese university students learning the Thai language in Yunnan and nearby provinces.
