Thailand’s vital tourism industry is facing renewed pressure as a strong baht and ongoing international conflicts combine to dampen travel sentiment, particularly among visitors from China, one of the country’s most important source markets.

Recent data and official assessments indicate that while overall arrivals continue to recover, growth has slowed noticeably, with Chinese tourists delaying or cancelling trips amid economic uncertainty at home, higher travel costs and heightened sensitivity to global security risks.

The appreciation of the baht has made Thailand a more expensive destination compared with regional competitors, reducing the spending power of foreign visitors and affecting price-sensitive markets.

At the same time, wars in Europe and the Middle East have contributed to higher fuel costs and a more cautious global travel environment, reinforcing concerns among Chinese travelers already affected by a weak domestic economy and subdued consumer confidence.

Thai authorities have acknowledged the headwinds but emphasised that the country remains safe, welcoming and well prepared to support visitors.

The government has rolled out targeted measures to stimulate demand, including visa facilitation, airline support and promotional campaigns aimed at restoring confidence and diversifying tourism markets beyond China.

Officials have also highlighted Thailand’s strong infrastructure, security readiness and long-term appeal as foundations for resilience during a volatile period.

Industry representatives note that while Chinese arrivals have yet to return to pre-pandemic levels, interest from other markets, including South Asia, the Middle East and Europe, has helped cushion the impact.

The outlook for the remainder of the year will depend on currency movements, geopolitical developments and the effectiveness of policy measures designed to reassure travelers and sustain momentum in one of Thailand’s most important economic sectors.