PATTAYA, Thailand –Thailand’s Ministry of Tourism and Sports is set to propose a 3.5 billion baht mid-year budget request to the Cabinet as part of an urgent effort to revive tourism momentum in the second half of 2025. The funding will be injected into three strategic programs, including a revised version of the popular “Half-Half Co-Pay Travel” campaign. The scheme is aimed at supporting both domestic and international tourist markets, particularly China, as the government seeks to maintain its annual target of 35.5 million foreign arrivals and prevent a sharp drop in Chinese tourists.
Tourism and Sports Minister Sorawong Thienthong stated that the proposal follows concerns over a 0.2% year-on-year decline in foreign arrivals during the first four months of 2025, totaling 12.09 million. The revised plan will cut the “Half-Half Co-Pay” entitlements to under 1 million and limit usage to fewer than 10 rights per person. Some of the budget will instead support joint promotional efforts with online travel platforms and airlines, with a special focus on Chinese charter flights.
TAT Governor Thapanee Kiatphaibool revealed a new campaign called “Sawasdee Ni Hao,” to be launched in late May, which will invite 500 Chinese tour agents, media, and key opinion leaders (KOLs) from across China to Thailand. Prime Minister Paetongtarn Shinawatra is expected to open the event, aiming to rebuild confidence in Thailand’s safety and hospitality amid online criticism and geopolitical tensions.
Officials warned that if negative perceptions among Chinese travelers persist, arrivals from China could drop to just 4–5 million this year—down from 6.7 million last year. This would severely affect national tourism revenue, despite a strong performance in long-haul markets like Europe and the Middle East. The overall 2025 tourism revenue target remains at 3 trillion baht, matching pre-pandemic 2019 levels.
