Thai agency cuts 2025 tourist arrivals estimate to 35m from 40m

Thai agency cuts 2025 tourist arrivals estimate to 35m from 40m

Thailand's tourism industry is experiencing a substantial decline in foreign visitors in 2025, with a notable reduction in Chinese tourists. According to the Tourism Ministry, Thailand's foreign tourist arrivals from January 1 to July 6 fell by 5.09% compared to the same period last year, reaching approximately 17.18 million visitors [2].

The decline has been particularly significant for Chinese tourists, with a 34% decrease in the first half of 2025. This has had a profound impact on Thailand's tourism revenue, which is a cornerstone of its economy [1]. The number of Chinese tourists fell to just 2,265,556, a substantial drop from previous years and a stark contrast to the robust growth observed in the pre-pandemic era [1].

In response to this downturn, the Thai government has approved a 3.96 billion baht economic stimulus package aimed at boosting tourism and revitalizing the charter flight market from China. A significant portion of this budget will be dedicated to funding targeted promotional campaigns and charter flights [1]. The "Thailand Summer Blast" campaign, for instance, aims to incentivize travel from key secondary Chinese cities, such as Chongqing, Lanzhou, and Hangzhou, and is expected to generate substantial revenue and bring in an estimated 790,000 international tourists [1].

The Association of Thai Travel Agents (ATTA) is also organizing a "Roadshow to China 2025" from July 27 to August 2, 2025, to engage in B2B matchmaking with top Chinese tour companies. These meetings aim to promote Thai destinations and services to Chinese travelers, addressing the evolving market dynamics caused by the pandemic and changes in Chinese travel habits [1].

The Tourism Authority of Thailand (TAT) is focusing on ultra-luxury tourism and digital marketing to attract high-spending tourists. With a 120 million baht budget, TAT aims to achieve 500 million impressions through global influencers and Key Opinion Leaders (KOLs) [1]. Additionally, a 800 million baht budget is allocated for the "Marketing Thai Tourism through Online Travel Agent (OTA) Platforms" project, aiming to incentivize travelers by offering significant discounts on flights and accommodations [1].

The Bank of Thailand has cut its forecast for foreign tourist arrivals this year to 35 million from 37.5 million, reflecting the ongoing challenges faced by the industry [2]. Despite these challenges, the proactive steps being taken by the Thai government and private sector stakeholders reflect a clear commitment to adapting to the shifting dynamics of international travel.

References:

[1] https://www.travelandtourworld.com/news/article/thai-tourism-industry-battles-34-decline-in-chinese-visitors-launches-new-initiatives-to-boost-market/
[2] https://www.tradingview.com/news/reuters.com,2025:newsml_L4N3T50FB:0-thailand-records-5-09-year-on-year-drop-in-foreign-visitors-so-far-in-2025/