Thailand’s Strategic Push to Boost Tourism from Emerging Markets as Chinese Visitor Numbers Drop Significantly in 2025

Thailand is embarking on an ambitious new strategy to reboot its tourism industry, targeting rich tourists from the Middle East and established regional players – such as Japan and South Korea ­– to reboot its tourism industry and stave off a crash in arrivals from China. With the drop in Chinese arrivals, which have not recovered due to the continuing Covid-19 pandemic and domestic politics, the Tourism Authority of Thailand (TAT) is turning its strategy to the Japanese and Taiwanese market. With increased marketing and accessibility and collaboration with the airlines, Thailand will still manage to hit its tourism revenue targets. This is a preemptive initiative designed to widen its tourist base and ensure the long-term sustainability of its tourism.

Thailand’s tourism industry is experiencing a significant shift as the country works to counterbalance declining revenues from a drop in visitors from China. To sustain its thriving tourism industry, the Tourism Authority of Thailand (TAT) is concentrating on increasing both visitor numbers and spending from the Middle East and Southeast Asia. The drop in Chinese visitors has posed a challenge, but Thailand is turning to emerging markets to help bridge the gap.

According to TAT Governor Thapanee Kiatpaibool, the Middle Eastern market has become a crucial element in supporting the tourism sector. With a growth rate of around 17% to 18% in the past year, the region’s potential has been recognized as an important factor for Thailand’s tourism recovery. The Thai government is aiming to increase the number of travelers from the Middle East and working closely with airlines to facilitate more routes and services to attract this market.

As part of its efforts, TAT recently revised its forecast for foreign tourist arrivals in 2025. The initial target was 40 million visitors, but it has since been revised down to 35 million. This adjustment comes in response to the weaker-than-expected number of Chinese tourists visiting Thailand in the first half of 2025. Despite the decline, the overall revenue projection remains robust, estimated at 2.8 trillion THB (approximately US$86 billion), with 1.6 trillion THB expected to come from international visitors and the remaining portion from domestic tourism.

The figures for Chinese tourists have shown a noticeable decline. According to the Ministry of Tourism and Sports, only 2.3 million visitors from China came to Thailand in the first half of 2025, compared to 3.4 million during the same period in 2024. This decline is attributed to several factors, including the lingering effects of the pandemic and China’s ongoing domestic challenges. While attracting Chinese tourists remains a priority for TAT, the agency is now shifting its focus toward other regions to help recover lost revenue.

Southeast Asia and Oceania have become focal points in TAT’s revamped tourism strategy. These regions, with their proximity and increasing middle-class populations, are seen as vital to offset the loss of Chinese visitors. Countries in Southeast Asia, particularly those with strong cultural ties to Thailand, represent a promising avenue for growth. The Thai government is already taking steps to increase marketing efforts and improve accessibility for travelers from these regions.

The tourism sector in Thailand plays an essential role in the nation’s economy, accounting for approximately 12% of its gross domestic product (GDP). Despite the challenges posed by the decline in visitors from China, the country continues to work toward revitalizing the tourism industry. As of July 6, 2025, Thailand welcomed 17.2 million tourists, though this is a 5.1% decrease from the same period in the previous year. During this period, the tourism sector generated 794.7 billion THB in revenue, signaling that Thailand’s tourism industry remains resilient, even amid challenges.

While the country faces significant headwinds from the reduction in Chinese tourism, Thailand’s focus on diversifying its markets appears to be a strategic move to stabilize and grow the industry. By increasing efforts to attract visitors from the Middle East, Southeast Asia, and Oceania, Thailand hopes to not only offset the drop in visitors from China but also to build a more resilient and diversified tourism sector in the long term.

In addition to these efforts, the TAT is also working on initiatives to enhance the tourist experience, ensuring that visitors from all regions feel welcomed and that Thailand remains a top destination for international travelers. From improving infrastructure to creating more immersive cultural experiences, the tourism authority is committed to positioning Thailand as a leading global tourist hub.

Thailand is shifting its tourism focus to the Middle East and Southeast Asia to counter the decline in Chinese visitors. This strategic move aims to diversify the tourist base and sustain the country’s tourism revenue amid global challenges.

As Thailand works towards regaining its tourism momentum, the country remains optimistic about its prospects for the remainder of 2025 and beyond. With increased efforts to tap into new markets and a continued focus on improving the tourist experience, Thailand’s tourism sector is likely to regain its strength and continue to contribute significantly to the country’s economy.

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