Strategy to Boost Chinese Tourist in Thailand Faces New Challenges but Remains Optimistic for the Next Year

Tourism from China to Thailand has been recovering much more slowly than expected, with pre-pandemic numbers unlikely to be seen anytime in the near future. Traditionally, crises resulted in quick tourism rebounds within a few months, but this time Chinese arrivals have continued to be weak, pulling down Thailand’s overall tourism figures for almost six months.

In response to this, the Tourism Authority of Thailand (TAT) has greatly ramped up efforts to reinvigorate the Chinese market, aiming to reach visitor counts in 2026 that are equivalent to or greater than those of 2024.

Factors Behind the Decline in Chinese Arrivals

Several challenges are contributing to the slow recovery of Chinese tourism to Thailand. Firstly, safety concerns and negative perceptions towards Chinese visitors, amplified by social media debates, have created an atmosphere where many Chinese tourists feel less welcome than before. Additionally, issues regarding grey Chinese capital have further complicated the situation, discouraging travelers from making long-haul trips.

The Chinese government’s focus on promoting domestic travel in response to its post-Covid economic slowdown has also diverted attention away from international travel. Moreover, increased competition from Japan, Vietnam, and other Southeast Asian countries has further weakened Thailand’s appeal as a primary destination for Chinese tourists.

As a result, Chinese tour groups have shifted their focus to other destinations, with independent travelers (FITs) making up a larger portion of the visitors to Thailand. The recent Thai–Cambodian conflict has also contributed to a reduced sentiment towards Thailand in certain segments of the market.

Estimates for Chinese Arrivals: 5 Million in 2025, Targeting 6.9 Million by 2026

Given these ongoing challenges, the TAT has lowered expectations for Chinese arrivals, estimating a maximum of 5 million Chinese visitors in 2025, well below the pre-pandemic peak of 11 million in 2019. However, TAT is optimistic about the future, setting a target of approximately 6.9 million Chinese visitors for 2026.

To achieve this, the TAT is working alongside the Thai tourism industry and using government stimulus packages to drive growth in the sector. These initiatives are designed to restore momentum and gradually increase Chinese interest in Thailand through strategic promotions and partnerships.

TAT Roadshow to Strengthen Bilateral Tourism Connections

To help revive the market, TAT, in collaboration with the Association of Thai Travel Agents (ATTA), has been actively working on expanding ties with key Chinese cities. In 2025, more than 50 Thai operators participated in a TAT & ATTA Roadshow, covering three high-potential cities—Chongqing, Lanzhou, and Hangzhou. The roadshow included business-matching sessions with over 300 Chinese companies, aiming to expand market access and strengthen bilateral travel opportunities between Thailand and China.

This initiative is part of a broader effort to forge deeper government-to-government (G2G) engagement and enhance people-to-people (P2P) understanding through tourism and cultural exchanges. These steps are critical for creating long-term connections and rebuilding confidence in Thailand as a safe and attractive destination for Chinese tourists.

Three Key Focus Areas for the China Market Strategy

TAT has identified three primary strategies to attract Chinese visitors back to Thailand:

1. Charter Flights: TAT has already received significant interest from the Chinese market for over 1,000 charter flights. To capitalize on this, TAT plans to prioritize routes connecting secondary Chinese cities with secondary Thai destinations like Chiang Rai or U-Tapao, ensuring that these trips generate the right spending levels and avoiding zero-dollar tours.
2. Scheduled Commercial Flights: Many Thai airlines still face low load factors on routes to China. To address this, TAT will collaborate with airlines to increase flight frequencies and launch new routes to ensure better capacity and more accessibility for Chinese tourists.
3. High-Value Niche Markets: TAT is targeting high-value segments such as MICE (Meetings, Incentives, Conferences, and Exhibitions), incentive trips, summer camps, and caravan tours. This approach focuses on larger tour groups (at least 30 people) and extended stays (minimum of four nights) to boost spending.

Challenges and Long-Term Prospects

Despite the hurdles in the short term, Thailand remains a top-tier tourism destination for Chinese visitors, known for its rich cultural heritage, stunning beaches, and vibrant urban experiences. The TAT’s concerted efforts to stimulate the market through targeted roadshows, expanded flight options, and high-value tourism offerings will help position Thailand for a more resilient recovery.

However, the recovery will require strategic adjustments, including addressing negative perceptions, increasing flight availability, and tapping into niche markets. The government’s economic stimulus initiatives and tourism policies will be key to ensuring the country can reclaim its share of the Chinese outbound tourism market in the coming years.

Conclusion: Focus on Sustainable Growth in Chinese Tourism

Thailand’s tourism industry has a difficult path to recovery ahead of it, but initiatives like the TAT roadshows, increased charter flights, and focus on higher-value segments provide a clear direction forward. With a specific target of 6.9 million Chinese tourists by 2026, Thailand is endeavoring to make sure that it stays a desirable and convenient destination for China’s expanding middle class and high-end travelers.

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