Thailand's tourism crisis: Former TAT governor calls for radical reforms!

Thailand's tourism crisis: Former TAT governor calls for radical reforms!

Thailand's tourism is facing an unprecedented crisis, particularly affecting the arrivals of Chinese visitors. In 2019, Thailand received around 11 million Chinese tourists, accounting for 27% of the total 39.8 million international arrivals. But the numbers have fallen dramatically: in January 2025 there were only about 22,000 Chinese tourists per day, and by the end of April the number fell to about 10,000 per month. Current data shows that only 7,288 Chinese visitors arrived in Thailand on May 5 and 8,379 on May 13. These developments have caused total daily international arrivals to fall below 60,000.

Yuthasak Supasorn, the former governor of the Tourism Authority of Thailand (TAT), sees a serious image problem as the main cause of this decline. According to him, the proportion of Chinese tourists who find Thailand unsafe increased from 28% in 2022 to 51% in 2023. As a result, Thailand has become less important as a destination for Chinese travelers and is now the fifth most preferred destination, behind countries such as Japan, Malaysia, Singapore and South Korea.

Economic factors and safety concerns

The situation is further compounded by economic challenges in China, such as US tariffs and the Chinese government's promotion of domestic tourism. Experts warn that daily Chinese tourist arrivals could fall to a record low by 2025. As of April 16, 2023, there were only 5,833 Chinese tourists in Thailand, far fewer 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 actor Wang Xing.

The forecasts suggest Thailand may only see between 4.2 million and 5.5 million Chinese tourists a year, below the targeted target of 7 million and a far cry from the 11 million seen before the pandemic. To stem this decline, the Tourism Authority of Thailand has taken measures including inviting 600 Chinese travel agents and influencers to help regain confidence in Thailand as a tourist destination.

Realignment strategies

Yuthasak Supasorn proposes a “3R” strategy: Rebrand, Reboot, Reform. Rebranding means regaining trust through real improvements in safety, cleanliness and infrastructure. The reboot is intended to revitalize the sector by increasing flight connections and targeting quality tourists. The reform includes improving local transport, taxi services, emergency communications, as well as combating fraud and modernizing roads and airport logistics.

In addition, promoting Thailand's soft power - including music, culture, cuisine and lifestyle - is considered essential. The previous slogan “Fun in the Sun” is intended to give way to a more holistic understanding of travel experiences. Thailand needs to position itself as a safe, mature destination that has more to offer than parties and beaches. Without fundamental changes and improvements, the country is at risk of further decline in the global competition for tourists.

In conclusion, Thailand needs to act urgently to regain its position as a popular destination for Chinese tourists. Experts warn that without quick action, the tourism sector could experience serious problems that would have long-term impacts on the Thai economy and the tourism ministry's goals. Further information on the current developments can be found in the reports from Pattaya Mail and Thailandtip: Pattaya Mail and Thailand tip.