New pitch to woo Chinese tourists

TAT tackles ‘emerging travel trends’ in target market

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Thailand welcomed 9.5 million inbound arrivals in the first quarter, up 2% from the corresponding period in 2024.

However, concerns are mounting that the recent decline of Chinese tourists could see international arrivals plunge 9% by the end of this year.

In contrast, China is projected to become the most popular destination for Thai travellers, with over 1 million tourists heading to the Middle Kingdom in the first three months of this year. That would see China overtake Japan in terms of its popularity among Thai tourists for the first time.

With trade war tensions looming, the Thai baht strengthening against the yuan and mounting safety concerns given recent cases of extortion and kidnapping, many Chinese tourists—Thailand’s top source of revenue for the past decade in this segment—are reconsidering their options for holidays in terms of value for money.

WOOING CHINESE

Celebrating the 50 years of China-Thailand relations on July 1, the Tourism Authority of Thailand (TAT) on May 29 launched a campaign called “Sawasdee Nihao”—an exclusive initiative pitching “crafted products and services” at Chinese tourists, meeting their unmet needs, as well as reshaping Thailand’s strategic plans moving forward.

“Thailand is navigating emerging travel trends in China and the campaign unveils a revamped tourism plan targeting millennials, travelling couples, and first-time travellers residing in cities where access to Thailand remains challenging,” said Pattaraanong Na Chiangmai, deputy governor of the Tourism Authority of Thailand (TAT), who is responsible for international marketing for Asia and South Pacific.