PATTAYA, Thailand – As Thailand grapples with sluggish tourism recovery in the post-pandemic era, signs are emerging that the Kingdom’s once-celebrated “magnetic tourism” appeal may be losing momentum—especially when compared to China’s increasingly aggressive push to attract global travelers.
China recently announced an expanded visa-free policy that underscores its proactive strategy.
According to Chinese Foreign Ministry spokesperson Lin Jian, citizens of Brazil, Argentina, Chile, Peru, and Uruguay will enjoy visa-free entry into China from June 1, 2025, to May 31, 2026. The exemption applies to ordinary passport holders for purposes such as business, tourism, visiting relatives or friends, cultural exchange, or transit, allowing up to 30 days of stay.
The move signals China’s commitment to high-level openness and deeper people-to-people exchange—something Thailand has long prided itself on but may now be falling behind in.
While Thailand has taken some steps to boost its tourism sector, including short-term visa waivers and targeted promotions, many in the industry say the pace and scope of reform are lagging. Bureaucratic delays, inconsistent policies, and underwhelming infrastructure improvements have made Thailand appear less agile compared to regional and global competitors.
Moreover, China’s latest visa move follows other strategic measures to position itself as a global tourism hub, including smoother digital payment systems for foreigners and upgraded airport facilities. Meanwhile, Thailand has yet to fully implement long-term digital visa reforms or resolve bottlenecks in airport capacity and immigration processing.
If Thailand wants to reclaim its position as a tourism heavyweight, experts suggest it must rethink its strategy—emphasizing streamlined visa policies, digital convenience, regional airline connectivity, and sustained international marketing efforts. Otherwise, the Kingdom risks watching its rivals, like China, race ahead in a rapidly evolving global tourism landscape.
