BANGKOK, 9 June 2025: The Tourism Authority of Thailand (TAT) reaffirms its collaborative efforts with the public and private sectors to rebuild trust among Chinese tourists following a reported 32% drop in arrivals.
The decline has been attributed to safety concerns related to call centre scams amid increasing competition from other destinations.
According to TAT, despite the decrease, China remains Thailand’s top source market, with 1.95 million arrivals recorded from 1 January to 31 May 2025 — a 32.71% drop compared to the same period last year.
Speaking to international media, including those from China, during the Thailand Travel Mart Plus (TTM+) held in Chiang Mai from 4 to 6 June, TAT highlighted the strong presence of international buyers from China.
Of the 406 international buyers from 53 countries, 33.25% represented the East Asia market, with China topping the list with 97 buyers from both primary and secondary cities — demonstrating a strong commitment to promoting Thailand to the Chinese outbound travel market.
TAT Governor Thapanee Kiatphaibool emphasised that the Thai government prioritises safety and security, working closely with the Tourist Police and tourism stakeholders to restore confidence among Chinese travellers.
“It is essential to cultivate a renewed perception grounded in experiences that are tangible and meaningful to tourists. Among efforts to enhance travellers’ confidence, we are working with the Thai Hotels Association to address four key priorities to enhance safety for tourists: CCTV coverage for improved security, communication in Chinese and English, transportation infrastructure to ensure access via public transport and taxis, and an efficient payment system to accommodate the cashless preferences of Chinese travellers. These priorities mustn’t be just promises, but they must be seen and felt by travellers.”
According to the TAT governor, in addition to the existing Amazing Thailand Safety and Health Administration (SHA) certification — which assures hygiene and sanitation standards in line with COVID-19 protocols — TAT and the Thai Hotels Association are considering incorporating these safety enhancements into the existing SHA and Trusted qualification framework, offering hotels a stronger platform to market themselves as safe and reliable to travellers.
Earlier in May, TAT launched “Sawasdee Nihao,” a series of events commemorating 50 years of Thai–Chinese diplomatic relations. The initiative serves as a strategic platform to reposition Thailand’s image in the Chinese market through a push-pull strategy, combining business matching, policy forums, and media engagement. Key activities include a mega FAM trip, celebrity marketing, and safety tools such as the “Nihao Alert” app. Continuing these efforts through TTM+, TAT has maintained its target of welcoming 6.9 million Chinese tourists by the end of 2025.
This year, TAT is using TTM+ as a platform to present Chiang Mai from a fresh perspective, promoting lesser-known experiences. Highlights include the “Wisdom and Wellness Experience” showcase, which celebrates Lanna heritage through award-winning spa therapies, herbal treatments, wellness cuisine, and hands-on workshops. Activities such as Thai scent-making, mindful crafts, and traditional music therapy reflect the essence of Thai soft power.
Nine pre-tour routes were curated to showcase Chiang Mai through activities such as community-based tourism, gastronomy, spa and wellness, and golf.
Additionally, six post-tour routes offer travel options to destinations in Lampang, Phrae, and Nan provinces, as well as destinations around the country, including Khon Kaen, Rayong, Chantaburi, Prachuap Khiri Khan and Phetchaburi, and Surat Thani. Each route highlights Thailand’s local identity and soft power while integrating sustainable tourism practices. The carbon footprint of each itinerary is being calculated to support environmentally responsible travel.
