Thailand's tourism sector is set to host 500 Chinese travel agents and media representatives at the end of May, in a strategic move aimed at rejuvenating a market that has seen visitor numbers plummet by 32% compared to the previous year.

The Tourism Authority of Thailand (TAT) is closely monitoring this monumental familiarisation trip, intending to evaluate its effectiveness over a month and to prevent a worst-case scenario wherein only 5 million Chinese visitors arrive this year, marking a decrease of 25% from 6.7 million in 2024.

The decline in Chinese tourist arrivals is attributed to a combination of factors including safety concerns regarding travel to Thailand, broader global economic uncertainties, and rising competition from other Asian destinations.

Pattaraanong Na Chiangmai, the TAT's deputy governor for international marketing in Asia and the South Pacific, reported a 9% year-on-year decrease in short-haul tourist arrivals.

Meanwhile, Vietnam has experienced a surge in tourism, welcoming 6 million foreign visitors in the first quarter of 2025, a 29.6% increase from the prior year, with Chinese arrivals rising by 78%.

As part of its strategy to enhance the Chinese tourism market, the TAT is hosting an event named "Sawasdee Nihao," which will take place from May 29 to 31.

The initiative will bring together over 300 Chinese travel professionals and 200 media representatives to explore Thailand’s tourist destinations.

The event will feature a trade meeting allowing 500 Thai tourism stakeholders to engage directly with Chinese agents, followed by an opening ceremony attended by Thailand's prime minister, the tourism minister, and the Chinese ambassador.

Travel agents will have opportunities to explore key attractions in Rayong, Pattaya, and Bangkok, while media groups will be divided to cover five distinct routes spanning Bangkok, Ayutthaya, Rayong, Nakhon Pathom, and Pattaya.

The TAT anticipates that this event will significantly enhance the visibility of Thai tourism, potentially reaching an audience of 350 million people and leading to around 5,000 business transactions.

The TAT's campaign will coincide with other government tourism initiatives, which include financial incentives for online travel agents and plans to encourage chartered flights from second-tier Chinese cities.

Recently, a wholesale tour company from China, with a network of over 500 agents, conducted a survey of attractions in Thailand, indicating strong interest in promoting tour packages.

The agency is actively working to boost Chinese arrivals, aiming for estimates between 6.9 million and 8 million, contrasting sharply with the lower prediction of 5 million.

Notably, Chinese tourists tend to spend an average of 5,300 baht per day during their 5-6 day stays in Thailand.

This short-haul market is projected to account for 70% of the total foreign tourist population this year, generating approximately 61% of overall tourism revenue.

The TAT categorizes the short-haul markets into different groups, identifying a significant contraction in the Chinese, Hong Kong, Vietnamese, and South Korean markets.

Meanwhile, markets such as Malaysia and Taiwan show stable conditions, with room for growth through enhanced flight connectivity and cross-border tourism promotions.

Conversely, Japan is identified as a promising market for growth, and the TAT plans to target younger Japanese tourists.

Additionally, the Philippines, India, and Australia have posted increases in tourist arrivals of 32%, 16%, and 16%, respectively.