On May 20, the latest official data from Thailand revealed a concerning trend in the country’s tourism sector. In the first five months of 2025, the number of foreign tourists visiting Thailand decreased by 1% year-on-year. Correspondingly, tourism revenue also saw a 2% decline. The outlook for the whole year is even bleaker, with an expected 2.8% shrinkage in the number of international arrivals.
Among all tourist – source markets, the drop in Chinese tourists is the most pronounced. China has long been a major source of tourists for Thailand. However, multiple factors have contributed to this significant decrease. Safety concerns, amplified by certain high – profile incidents, have made Chinese tourists more cautious. For example, the abduction of a Chinese actor near the Thailand – Myanmar border earlier this year received wide attention on Chinese social media.
Moreover, the global economic slowdown has made travelers more cost – conscious. Thailand’s rising tourism costs, such as a 34% increase in average hotel room rates in 2024 compared to 2019, have made it less attractive compared to other destinations like Vietnam and Japan.
In response, the Thai government and tourism authorities are taking various measures. They are strengthening security cooperation and enhancing digital marketing efforts to attract more tourists and reverse this downward trend.
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