According to Thai media, the tourism industry in Thailand is in the throes of a trust crisis. The slow response of authorities to negative incidents, such as the Siam Paragon shooting, has led to a significant loss of Chinese and Russian tourists. Many travelers have shifted to alternative destinations like Vietnam and Egypt. In March 2025, nearly 700,000 Chinese tourists visited Vietnam, while the number of those going to Thailand was less than 300,000 during the same period.
To reverse this trend, the Thai Minister of Tourism and Sports plans to launch the “aao Hello” project in May. The initiative intends to invite over 300 Chinese influencers and journalists to promote Thailand as a tourist destination. The move comes as part of Thailand’s efforts to regain its position as a top – choice travel spot for international tourists, especially from China, which has been a crucial source of visitors.
However, Thailand’s tourism industry confronts multiple challenges. The appreciation of the Thai baht, rising prices, and various safety concerns pose fundamental issues. Relying solely on influencer promotion might not be sufficient to solve these deep – seated problems. A more comprehensive approach, including addressing safety concerns, controlling costs, and enhancing overall tourist experience, is essential for the long – term recovery and growth of Thailand’s tourism sector.
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