PATTAYA, Thailand – Thailand’s tourism industry is in serious decline as the number of Chinese tourists—a key driver of the market—has dropped dramatically. In 2019, before the pandemic, Thailand welcomed 11 million Chinese tourists, representing 27% of the total 39.8 million international visitors. That equated to around 900,000 Chinese arrivals per month, or roughly 30,000 per day.
Fast forward to 2025, and the situation has changed drastically. In January, there were about 22,000 Chinese tourists. By the end of April, that figure had fallen to around 10,000 per month. The average daily arrival from China during the first four months of 2025 was only about 13,000. By early May, the daily number had dipped below 10,000, with just 7,288 Chinese tourists recorded on May 5 and 8,379 on May 13. This sharp decline is dragging down the total number of international arrivals, which has now fallen below 60,000 per day.
Yuthasak Supasorn, former Governor of the Tourism Authority of Thailand (TAT) and current Chairman of the Industrial Estate Authority of Thailand, points out that the Chinese market, once the top contributor to Thai tourism, now makes up only 14% of foreign arrivals. He attributes much of the drop to a deep-rooted image problem.
Chinese tourists increasingly view Thailand as unsafe, fueled by negative portrayals in popular media such as the Chinese film “No More Bets,” which depicts scam operations and human trafficking in Southeast Asia. Concerns have been heightened by incidents involving Chinese celebrities going missing near Thai borders, as well as a constant stream of bad news and rumors circulating on Chinese social media.
According to a survey conducted by Dragon Trail International, the number of Chinese travelers expressing concern about visiting Thailand rose from 28% in 2022 to 51% in 2023. This growing anxiety has driven many to choose alternative destinations. Japan has overtaken Thailand as the number one choice for Chinese tourists, followed by Malaysia, Singapore, and South Korea, relegating Thailand to fifth place.
Japan has gained ground thanks to a full recovery of flight capacity from China—now at 108% of pre-COVID levels—while Thailand’s flight recovery lags at 58%, ranking 21st. The Japanese yen has also weakened by more than 25% against the yuan since 2022, making travel in Japan more affordable for Chinese visitors.
Moreover, Japan is perceived as safer and cleaner, and has retained its reputation as one of the safest destinations globally. In contrast, Thailand’s safety ranking has slipped from 88th to 92nd out of 117 countries, according to the Travel & Tourism Development Index.
To address the crisis, Yuthasak proposes a strategy based on what he calls the “3Rs”: Rebrand, Reboot, and Reform. Rebranding means rebuilding trust and promoting Thailand not just as a land of smiles but as a destination offering quality and safety. This requires more than clever marketing—it demands investment in infrastructure, improved safety, better hygiene, and an overall enhancement of the tourist experience.
Yuthasak emphasizes that quick fixes like visa waivers are not enough; Thailand needs to ensure a safe and seamless journey from airport arrival to hotel check-in to the return flight home.
The second R—Reboot—calls for reviving the tourism sector by increasing flight frequency and seat availability. The focus should be on attracting quality mass tourism, including MICE travelers and big spenders who contribute significantly to the local economy.
Finally, Reform involves addressing systemic issues that have plagued the industry for years. This includes fixing local transportation, especially the often-criticized taxi services, improving emergency communication systems in multiple languages, cracking down on scams and tourist-targeted crime, and upgrading infrastructure like roads and airport logistics.
Yuthasak also advocates for promoting Thailand’s “soft power”—its music, culture, history, festivals, cuisine, and local lifestyle. He believes that the country needs to go beyond its image of fun and food to offer meaningful, safe, and high-quality experiences. In his view, “fun” should not just mean fleeting enjoyment, but rather a rich and memorable part of a tourist’s journey. Thailand, he says, needs to modernize and mature its tourism offering, transitioning from the old “fun in the sun” model to one that reflects a deeper, safer, and more fulfilling experience.
As Thailand stands at a crossroads, the former TAT governor’s message is clear: the tourism sector must adapt, upgrade, and rebuild trust, or risk falling further behind in a rapidly evolving global travel landscape.
