Strong Baht and Safety Concerns Weigh on Chinese Tourism to Thailand
Currency appreciation and shifting travel patterns drive a sharp decline in arrivals, while Thailand launches new campaigns to rebuild confidence
Thailand’s tourism industry is under renewed strain in 2025 as the baht’s sharp appreciation makes the country more expensive for Chinese visitors, long considered its most important market.
The Thai currency has strengthened by around eight percent against the U.S. dollar this year and by nearly twenty percent against the yuan, raising the cost of travel for Chinese tourists compared with 2024.
The impact has been immediate: arrivals from China fell about thirty-five percent in the first eight months of the year, with 3.23 million visitors recorded, and the government now expects the full-year total to be just under five million—well below pre-pandemic levels of more than eleven million.
Tourism officials acknowledge that safety perceptions are also a factor, with high-profile incidents earlier this year amplifying concerns on Chinese social media.
At the same time, Beijing is encouraging its citizens to holiday at home to stimulate the domestic economy.
These pressures, combined with intensified competition from Vietnam and other regional destinations offering lower costs and improved infrastructure, have eroded Thailand’s traditional advantage as the preferred short-haul destination for Chinese travellers.
In response, the Tourism Authority of Thailand has launched multiple initiatives to restore confidence and stimulate demand.
The “Trusted Thailand” programme certifies businesses that meet safety standards, while the “Nihao Month” campaign in Guangzhou is promoting Thai destinations during China’s peak holiday season.
A “Chinese Passport Privilege” scheme running through December offers exclusive shopping and service discounts to visiting Chinese nationals.
Officials insist that while the group-tour market remains important, Thailand will also expand offerings tailored to independent travellers, reflecting the evolving preferences of China’s middle class.
Despite the current downturn, industry leaders argue the long-term outlook remains strong.
With China’s middle class projected to double to eight hundred million people by 2035, Thailand sees an opportunity to eventually attract fifteen to twenty million Chinese visitors annually.
For now, the government is betting that targeted promotions, improved safety measures, and sustained investment in tourism infrastructure can help Thailand maintain its position as one of Asia’s most desirable destinations, even amid rising competition and currency pressures.
The Thai currency has strengthened by around eight percent against the U.S. dollar this year and by nearly twenty percent against the yuan, raising the cost of travel for Chinese tourists compared with 2024.
The impact has been immediate: arrivals from China fell about thirty-five percent in the first eight months of the year, with 3.23 million visitors recorded, and the government now expects the full-year total to be just under five million—well below pre-pandemic levels of more than eleven million.
Tourism officials acknowledge that safety perceptions are also a factor, with high-profile incidents earlier this year amplifying concerns on Chinese social media.
At the same time, Beijing is encouraging its citizens to holiday at home to stimulate the domestic economy.
These pressures, combined with intensified competition from Vietnam and other regional destinations offering lower costs and improved infrastructure, have eroded Thailand’s traditional advantage as the preferred short-haul destination for Chinese travellers.
In response, the Tourism Authority of Thailand has launched multiple initiatives to restore confidence and stimulate demand.
The “Trusted Thailand” programme certifies businesses that meet safety standards, while the “Nihao Month” campaign in Guangzhou is promoting Thai destinations during China’s peak holiday season.
A “Chinese Passport Privilege” scheme running through December offers exclusive shopping and service discounts to visiting Chinese nationals.
Officials insist that while the group-tour market remains important, Thailand will also expand offerings tailored to independent travellers, reflecting the evolving preferences of China’s middle class.
Despite the current downturn, industry leaders argue the long-term outlook remains strong.
With China’s middle class projected to double to eight hundred million people by 2035, Thailand sees an opportunity to eventually attract fifteen to twenty million Chinese visitors annually.
For now, the government is betting that targeted promotions, improved safety measures, and sustained investment in tourism infrastructure can help Thailand maintain its position as one of Asia’s most desirable destinations, even amid rising competition and currency pressures.
