PATTAYA, Thailand – Thailand’s once-reliable influx of Chinese tourists has seen a dramatic and sustained drop, signaling a structural shift rather than a temporary slump, according to a new report by KKP Research. The study urges Thai authorities to urgently revamp their tourism strategy and target promising markets in Europe and India to ensure long-term stability.
In early 2025, just months after China’s reopening, monthly Chinese tourist arrivals to Thailand dropped to under 300,000—nearly half the figure seen in late 2024 and only 30% of pre-pandemic levels. This collapse comes despite initial optimism that Chinese travelers would once again drive Thailand’s post-pandemic tourism recovery.
KKP Research highlights a mix of structural and cyclical factors behind the decline. Chinese outbound tourism has not yet fully recovered, with many citizens opting for domestic travel due to government stimulus and economic uncertainty. Additionally, there’s a shift in travel behavior, with more Chinese travelers choosing to travel independently (FIT) rather than through traditional group tours. Before the pandemic, group tours made up 40% of Chinese arrivals to Thailand; now they account for just 20%.
Compounding the issue is a deteriorating perception of safety in Thailand among Chinese tourists. A surge in media coverage of high-profile crimes—including the kidnapping of a Chinese celebrity—and concerns over “grey businesses” have taken a toll. A Dragon Trail International survey showed that over 50% of Chinese respondents viewed Thailand as unsafe in 2025, up from 38% the previous year. Meanwhile, countries like Japan, South Korea, Vietnam, and Malaysia have seen rising flight bookings from China, suggesting Thailand is losing ground in regional competition.
KKP Research stresses that these are not short-term setbacks. Rebuilding trust and adjusting to the demands of modern travelers—who prioritize safety, service, and unique experiences over cheap packages—will take time and sustained policy shifts.
In response, KKP recommends that Thailand aggressively develop alternative markets, particularly Europe and India. Data from the first four months of 2025 show that arrivals from these regions have rebounded to 120% of their 2019 levels, accounting for nearly one-third of total tourists. European visitors typically travel to southern provinces like Phuket and Krabi, drawn to local cuisine and historical sites. Indian tourists often head to Bangkok and Pattaya, attracted by nightlife, spas, and shopping.
To meet the expectations of these markets, the Thai government is urged to invest in infrastructure, improve safety standards, and deliver curated experiences. This includes upgrading accommodations, enhancing security measures, and tailoring attractions to different cultural preferences.
KKP concludes that the sharp fall in Chinese tourism is more than a numbers game—it’s a wake-up call for Thailand to rebuild a resilient tourism model. The country must transition from “waiting for tourists to come” to “giving them reasons to choose Thailand.” Without swift and serious changes, regional competitors may leave Thailand behind.
