The Tourism Authority of Thailand (TAT) has revised its target for Chinese visitors in 2025, setting a goal of 9 million arrivals, an increase from the previously estimated 8.8 million. This adjustment reflects Thailand’s ambition to recover at least 90% of its pre-pandemic visitor numbers from China, a market that historically accounts for a significant portion of the country’s tourism traffic.
Speaking on Tuesday, TAT Governor Thapanee Kiatphaibool expressed confidence in reaching this target, highlighting that it would coincide with the 50th anniversary of diplomatic relations between Thailand and China. “Achieving this goal will be a symbolic milestone for both nations,” she said.
Record-Breaking Numbers Pre-Pandemic
Before the pandemic disrupted global travel, China was the top source of foreign tourists for Thailand, with a record 11 million Chinese visitors arriving in 2019. This year, TAT forecasts welcoming approximately 7.3 million visitors from China, a substantial number considering the ongoing challenges of the post-pandemic recovery period. These visitors are expected to generate around 450 billion baht in revenue, providing a significant boost to the Thai economy.
As of November 24, 2024, Thailand has already received 6.09 million Chinese tourists, making China the largest foreign market for the Kingdom. With a total of 31.31 million international visitors recorded this year, Chinese tourists make up a significant proportion of Thailand’s overall tourist arrivals.
Challenges and Recovery Trends
Thapanee noted that while the recovery has been strong, certain factors, including adverse weather conditions such as storms in China and flooding in Thailand, have temporarily slowed the flow of Chinese tourists during the months of September and October. However, the situation has improved with the celebration of the Loy Krathong Festival in November, which saw an uptick in Chinese arrivals. The TAT expects this positive trend to continue through to January 2025, buoyed by the holiday season and other cultural events.
Expanding Flight Routes and New Markets
Looking ahead to 2025, Thapanee emphasized the importance of improving air connectivity between Thailand and China. TAT has engaged in discussions with Chinese airlines to explore opportunities to increase the number of flight routes and flight frequency to Thailand, particularly between New Year and the Songkran Festival in April.
While direct flights from major Chinese cities like Beijing and Shanghai remain crucial, the TAT is also focusing on expanding routes from tier 2 and tier 3 cities in China. This strategic move aims to tap into new markets and attract visitors with higher purchasing power, thus contributing more to the Thai economy.
“We aim to diversify the sources of visitors by targeting more cities in China, beyond just the primary hubs, to capture a larger share of the tourist market,” Thapanee explained. “However, we will continue to prioritize traditional segments such as group tours and MICE (meetings, incentives, conferences, and exhibitions) travelers, who are known to spend more during their stays in Thailand.”
Strengthening Relations and Ensuring Safety
At the same time, Thailand’s Ministry of Tourism and Sports is actively engaging with Chinese authorities to reinforce the Kingdom’s reputation as a safe and welcoming destination. In late November 2024, Minister Sorawong Thienthong led a Thai delegation to the China International Travel Mart (CITM) in Shanghai. The event, which took place from November 22-24, provided an important platform for Thai tourism operators to meet with Chinese travel agents, showcase Thailand’s offerings, and negotiate partnerships.
During the event, Minister Sorawong met with Zhang Zheng, China’s Vice Minister of Culture and Tourism, and assured him that Thailand continues to be a safe destination for tourists. He also took the opportunity to address and counter misinformation circulating on social media that had caused concerns among Chinese travelers.
“We want to assure the Chinese people that Thailand is committed to providing a safe and enjoyable experience for all visitors,” Sorawong said. “We are also utilizing advanced AI technology to monitor safety and ensure the well-being of our foreign guests.”
Strategic Outlook for Thailand’s Tourism
The TAT’s revised target for 2025 reflects Thailand’s broader tourism strategy, which aims to capitalize on the growth in arrivals from China, one of the world’s largest outbound tourism markets. With a strong focus on infrastructure development, such as expanding air routes and improving safety protocols, the country is positioning itself as a top destination for both leisure and business travelers.
Thailand’s tourism sector has made significant strides in recovering from the pandemic, and with the 50th anniversary of diplomatic relations with China approaching, the country is poised to attract even more visitors in the years ahead. By maintaining a strategic focus on quality visitors and enhancing the overall tourist experience, Thailand looks set to achieve its ambitious goals and strengthen its role as a leading travel destination in Asia.
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