Even 'White Lotus effect' can't revive Thailand's tourism

Thailand's tourism outlook is in such doldrums that even the so-called "White Lotus effect" - a temporary boost in Western visitors inspired by the latest Koh Samui-set season of HBO's hit show - has not been enough to offset a slump in arrivals from neighboring countries.

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BANGKOK -

Foreign arrivals to Thailand dropped for the fourth straight month in May, slipping 14 percent to 2.6 million, government data showed. That is the country's longest streak of declines since 2021, when the Covid-19 pandemic closed international borders.

The biggest drop came from travelers from other Asian countries, whose citizens make up the vast majority of tourists to Thailand.

Regional arrivals fell nearly 11 percent in 2025 until May, compared with the same period in 2024.

Visits by Chinese tourists, who make up the largest group by nationality, have plummeted - nearly one million fewer arrivals so far in 2025 versus 2024.

The plunge heading into the summer holiday period and beyond is causing consternation in Thailand, where tourism makes up about 12 percent of gross domestic product. It is being fueled by lingering concerns about safety, with fears about the growing presence of scam centers around the Myanmar border spooking visitors from China.

Thailand has also in recent months contended with an earthquake that beamed images of a destroyed Bangkok skyscraper around the world, the rising popularity of Japan and China as regional tourism destinations, and a strong baht that has made it less of a value destination.