Thailand’s tourism sector faces challenges as Chinese tourist arrivals decreased by 32.7% in early 2025 compared to 2024 levels. This decline, primarily due to safety concerns and fewer flights, has led China to lose its top source status to Malaysia. Despite overall visitor numbers falling, tourism revenue increased slightly as spending per visitor rose. This indicates that attracting high-spending tourists may be essential for recovery. Exploring strategies to re-engage Chinese tourists remains vital for revitalizing growth.
In recent years, Thailand has faced significant challenges in revitalizing its tourism sector, a critical component of its economy. In 2024, foreign tourist arrivals reached 32.40 million, a 15.1% increase from 2023, yet still 18.8% below the 2019 peak of 39.92 million.
The first four months of 2025 saw over 12.09 million foreign tourists, a slight 0.26% decrease compared to the same period in 2024. By May 2025, the total number of foreign tourists fell by 2.7% year-on-year, reflecting a downward trend in monthly visitors: January had 3.7 million, February 3.1 million, March 2.7 million, and April 2.5 million.
A significant factor in this downturn is the sharp decline in Chinese tourist arrivals. In the first five months of 2025, Chinese visitors decreased by 32.7% compared to 2024. Previously the top source of tourists, China was overtaken by Malaysia in April and May 2025. This shift is particularly notable as Malaysia contributed 4.95 million visitors in 2024, surpassing China by the end of the year.
This reduction represents a significant shift from pre-pandemic levels of nearly 11 million Chinese visitors annually. Safety concerns, travel confidence, and fewer flights from China have contributed to this decline, impacting broader Asian markets. Growing safety concerns among Chinese tourists significantly impact their travel decisions, leading many to choose alternative destinations.
Despite these challenges, tourism revenue increased by 5.24% in early 2025 and by 1.05% through May, indicating higher spending per visitor. However, the overall economic impact remains substantial, as tourism is a major contributor to Thailand’s GDP.
The Bank of Thailand downgraded its forecast for 2025 visitor arrivals from 37.5 million to 35 million, highlighting economic caution due to decreased tourist numbers.
Regional shifts have also emerged, with Malaysia becoming the top visitor source in early 2025. Meanwhile, long-haul markets such as Europe and North America are gaining focus due to higher per-person spending. European tourists, affected by US travel tariffs, may provide growth opportunities for Thailand’s tourism sector.
Seasonal variations, such as the Songkran Festival in April 2025, saw a 7.6% drop in international arrivals compared to April 2024, illustrating ongoing volatility. The sharp 13.9% decrease in May 2025 arrivals further underscores the challenges facing Thailand’s tourism recovery.
