Thailand is stepping up efforts to regain its position as a leading destination for Chinese travellers, as shifting travel patterns and softer demand for Japan reshape the regional tourism landscape.

Thai authorities have launched renewed marketing campaigns, expanded visa facilitation and reinforced safety assurances to attract visitors from China during peak holiday seasons and beyond .

Tourism officials report that Chinese outbound travel preferences have become more cost-sensitive and experience-driven in recent months, influenced by currency movements, flight capacity and broader economic considerations.

Japan, which previously saw surging Chinese arrivals following border reopenings, has experienced a moderation in growth amid higher travel costs and capacity constraints .

This shift has opened opportunities for regional competitors.

Thailand’s response has been multifaceted.

The government has implemented visa-free entry arrangements for Chinese passport holders and streamlined airport procedures to ensure smoother arrivals .

Officials have also intensified digital outreach on Chinese social media platforms, highlighting family-friendly resorts, cultural attractions and shopping experiences tailored to evolving traveller preferences.

Security messaging has been central to the campaign.

Thai authorities have emphasised enhanced tourist protection measures, multilingual assistance services and coordinated safety protocols in major destinations such as Bangkok, Phuket and Chiang Mai.

By reinforcing a welcoming and secure environment, policymakers aim to rebuild confidence among Chinese visitors who prioritise reliability and service standards.

Industry data suggest early signs of recovery, with flight bookings and tour package sales to Thailand increasing ahead of major travel periods .

Hospitality operators report stronger inquiries from group tours and independent travellers alike, reflecting Thailand’s competitive pricing and diversified offerings compared with other Northeast Asian destinations.

Tourism remains a cornerstone of Thailand’s economic strategy, contributing substantially to employment and national income.

Officials view the renewed focus on China not only as a short-term rebound effort but as a long-term partnership anchored in cultural ties and connectivity.

By adapting to shifting market dynamics, Thailand is positioning itself to reclaim market share and reinforce its standing as one of Asia’s most accessible and attractive holiday destinations.