As outbound travel from China is expected to exceed 200 million by 2028, destinations worldwide are ramping up efforts to attract Chinese tourists through streamlined visa processes and targeted marketing campaigns. However, some once-popular destinations are struggling to maintain their allure.
Thailand, once a favorite among Chinese travelers, has seen its appeal dip due to increasing safety concerns and negative portrayals on Chinese social media. These concerns have led to a drop in tourist confidence, with many travelers opting to cancel their trips.
According to the latest survey by China Trading Desk, Thailand’s ranking fell from fourth place in the fourth quarter of 2024 to seventh place in the most recent report. Bhatt, an industry expert, attributes this decline to the volatile nature of destination perceptions, emphasizing the need for active narrative management.
The impact of incidents like the widely publicized kidnapping of Chinese actor Wang Xing has been significant, with many travelers rethinking their plans. Furthermore, repeat travelers are increasingly opting for premium long-haul destinations over traditional short-haul getaways, seeking more diverse and elevated experiences.
