Thailand, a popular tourist destination, is grappling with a decline in Chinese tourist arrivals, and multiple factors contribute to this unexpected downturn.
The Thai tourism bureau projected a significant influx of Chinese tourists in 2023, estimating five million visitors. However, changing travel trends and economic challenges in China have led to a starkly different reality. The number of Chinese tourists before December amounted to around three million, prompting a downward revision of the year-end estimate to approximately 3.5 million visitors.
Vincent Zhuang, a Chinese journalist and former editor at Robb Report, notes a shift in Chinese travel behavior. Chinese tourists now prefer domestic travel due to high airfares and hotel prices in other Asian destinations. Economic issues in China, such as a real estate crisis and job market concerns, contribute to a reduction in international travel.
Bangkok’s Chinatown and the popular tourist destination, Phuket, have witnessed a decline in Chinese tourists. The Hyatt Regency Phuket Resort reports a significant drop in business from China, from 18-20% pre-pandemic to a mere 5% currently.
A shooting incident in Bangkok and a Chinese blockbuster movie, “No More Bets,” have negatively affected Thailand’s image. The movie portrays Chinese citizens forced into illegal activities in an unnamed Southeast Asian country, indirectly referencing Thailand. Around 60,000 Chinese tourists reportedly canceled trips after the Bangkok shooting.
Thai officials recognize the need to rebuild trust with Chinese tourists. Nithee Seeprae, deputy governor at the Tourism Authority of Thailand, suggests collaboration with Chinese influencers and influencers in Thailand to showcase the country as a safe destination.
The Thai government has also implemented measures to attract Chinese visitors, such as a visa-free entry for 30 days announced by Prime Minister Srettha Thavisin.
Despite challenges in 2023, Thailand aims for a stronger recovery in 2024, forecasting over 8 million Chinese arrivals. However, uncertainties persist, and analysts caution against precise predictions given the current unpredictable travel environment.
By DW
