Thailand is no longer the top destination for Chinese tourists, with Japan taking the lead last year.
In response, the Tourism Authority of Thailand (TAT) plans to adjust its targets for Asian visitors in 2025 to make up for fewer Chinese tourists.
In 2024, Japan saw 6.98 million Chinese visitors, a big jump from the previous year, while Thailand had 6.73 million.
Some Chinese tourists are concerned about human trafficking in Thailand, but the TAT reassured them that these issues mainly affect job seekers, not tourists.
The TAT also sent a message through its offices in China to reassure partners and tourists that Thailand is safe and still welcoming visitors.
The TAT is planning to launch a campaign called "Grand Songkran, Grand Privileges" in April, offering special deals with hotels, airlines, and other businesses to attract more visitors.
Despite the government's goal of 40 million tourists this year, Chinese arrivals may fall short, especially during the Chinese New Year at the end of January.
To balance this, the TAT expects more visitors from South Korea and Japan.
South Korea's arrivals are projected to reach 2 million, up from 1.8 million last year.
Japan performed well in 2024 with 1.05 million arrivals, surpassing its target of 800,000 to 900,000. TAT will review its targets for Japan based on these results.
Even with fewer Chinese visitors, the TAT is still promoting Thailand in China, especially to mark the 50th anniversary of diplomatic relations.
They are also working with online travel agents to attract Chinese tourists.
Chuwit Sirivejkul, TAT's East Asia marketing director, explained that currency exchange rates had an impact, with a stronger Thai baht affecting Chinese demand, while a weaker yen helped boost Japanese tourism from China due to cheaper travel costs.
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