Thailand's security image: Chinese worried, Europeans optimistic!

Thailand's security image: Chinese worried, Europeans optimistic!

In the current discussion about Thailand's security image, a 2025 survey by Dragon Trail International shows a divided picture. Over 50% of Chinese respondents perceive Thailand to be unsafe, an increase of 38% compared to last year. This skepticism is attributed to various factors, such as high-profile crimes, including the kidnapping of a Chinese celebrity, and concerns about gray businesses. Social networks are also helping to fuel fears among potential first-time visitors by circulating videos and comments that contribute to a negative image of Thailand. Despite these concerns, European and Indian tourists' confidence in the country's security remains strong.

Tourists from Europe and India continue to view Thailand, particularly tourism destinations such as Pattaya, Phuket and Bangkok, as safe and attractive. How pattayamail.com reports, many European and Indian travelers say they feel safe in well-policed ​​areas and find security sufficient in popular tourist regions. They are often repeat offenders who are familiar with local conditions and safety precautions. The positive price-performance ratio, the friendly culture and the diverse leisure activities outweigh the existing safety concerns for this group of tourists.

Encouraging tourism figures

Nevertheless, there is positive news for the Thai tourism sector. In the week of January 20-26, 2025, Thailand recorded a 20.3% increase in Chinese tourist arrivals compared to the same period last year. This was announced by Tourism and Sports Minister Sorawong Thienthong, who also reported an overall increase of 16% in total visitor numbers. Chinese tourists topped the list with 178,762 visitors, followed by Malaysia (95,062), Russia (53,820) and India (44,054), according to data from thailandtip.info.

The total number of tourists in Thailand reached 3.02 million during January 1-26, an increase of 19.3% year-on-year. This is also reflected in tourism revenue, which amounts to approximately 150 billion Thai Baht. These positive developments contrast with the safety concerns expressed by many potential travelers from China.

Government initiatives to improve security

To address challenges in the tourism sector, the Thai government has taken measures to increase security and improve the tourist experience. Plans include, among other things, increasing flight capacities in collaboration with various airlines. A new campaign entitled “Great Year of Tourism and Sports ‘Amazing Thailand’” aims to promote the country’s attractions internationally.

A press conference to explain these initiatives is scheduled for February 3 at One Bangkok. The coming months will be crucial in assessing whether efforts to boost tourism and address security concerns can be successful. The research findings also emphasize the need to adapt tourism messages to the values ​​and perceptions of different markets.