Tourism at a crossroads

China's Golden Week starts tomorrow, when over a billion mainland Chinese people return to their homes to celebrate with their families or go travelling abroad. In the lead-up to this, the Thai government, especially the Tourism Authority of Thailand (TAT), have been working hard to urge Chinese travellers to visit the Land of Smiles.

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This comes as many Chinese no longer see Thailand as a desired destination. The number of Chinese visitors has fallen by 35% year-on-year. The TAT predicts the number of Chinese tourist arrivals during Golden Week will drop 24% year-on-year.

Safety fears driven by reports about accidents and those covering scams, fraud and abduction have tarnished Thailand's image. Chinese tourists are now flocking to Japan and South Korea, or other alternative destinations in our region, such as Vietnam and Malaysia.

There's little wonder that Prime Minister Anutin Charnvirakul yesterday told parliament that his government would prioritise tourist safety and convenience, while cracking down on scammers targeting visitors.

But the biggest challenge among these is how the government can improve public safety for tourists.