Thailand's tourism crisis: Former Tat-Gouvenur calls for radical reforms!

Thailand's tourism crisis: Former Tat-Gouvenur calls for radical reforms!

Thailand - Thailand's tourism faces an unprecedented crisis that particularly affects the arrivals of Chinese visitors. In 2019, Thailand recorded around 11 million Chinese tourists who made 27 % of the 39.8 million international arrivals. But the numbers fell dramatically: In January 2025, only about 22,000 Chinese tourists came left per day, and by the end of April the number fell to around 10,000 per month. Current data show that on May 5, only 7,288 and on May 13, 8,379 Chinese visitors arrived in Thailand. These developments have led to the total number of daily international arrivals fell to less than 60,000.

Yuthasak Supasorn, the former governor of the Thai tourism authority (deed), sees a serious image problem as the main cause of this decline. According to his statements, the proportion of Chinese tourists who find Thailand have increased from 28 % in 2022 to 51 % in 2023. As a result, Thailand has lost importance as a destination for Chinese travelers and is now in fifth place in the preferred travel destinations, behind countries such as Japan, Malaysia, Singapore and South Korea.

economic factors and security concerns

The situation is also reinforced by economic challenges in China, such as US tariffs and the promotion of domestic tourism by the Chinese government. Experts warn that the daily arrivals of Chinese tourists could decrease to a record low by 2025. On April 16, 2023, only 5,833 Chinese tourists in Thailand were far less than the usual 15,000 to 20,000. This negative development is also influenced by events that have shaken trust in Thailand, such as the kidnapping of the actor Wang Xing.

The forecasts indicate that Thailand may only see between 4.2 and 5.5 million Chinese tourists per year, which is below the target of 7 million and far from the 11 million before pandemic. In order to contain this decline, the Thai tourism authority has taken measures, including the invitation of 600 Chinese travel agencies and opinion leaders to regain trust in the Thailand travel destination.

strategies for realignment

yuthasak Supasorn suggests a "3R" strategy: rebrand, reboot, reform. Rebranding means to regain trust through real improvements in the areas of security, cleanliness and infrastructure. The reboot is intended to revive the sector by increasing flight connections and the targeted approach of quality tourists. The reform includes the improvement of local transport, taxid services, emergency communication as well as the fight against fraud and the modernization of roads and airport logistics.

In addition, the promotion of Thailand's soft power - including music, culture, kitchen and lifestyle - is considered essential. The previous slogan "fun in the sun" is said to give way to a more holistic understanding of travel experiences. Thailand has to position itself as a safe, mature goal that has more to offer than parties and beaches. Without fundamental changes and improvements, the country threatens a further relegation in global competition for tourists.