Thailand might lose out to Japan, Singapore in attracting Chinese tourists

Japan attracted a record 980,000 Chinese tourists in January, more than double the figure in 2024, bolstered by a weaker yen and improved flight connectivity, according to the Japan National Tourism Organization.

In Malaysia, tourist arrivals from China surged to 3.72 million in 2024, marking a 130.9% year-on-year increase. Malaysia decided to waive visas for Chinese tourists until 2026, Xinhua News Agency reported.

Singapore welcomed 376,000 Chinese visitors in January, a 78% year-on-year increase, solidifying its position as a prime destination for this market.

However, Thailand, which had set a goal of attracting at least 9 million Chinese visitors this year, has recently grappled with safety concerns following the high-profile kidnapping of actor Wang Xing, also known as Xing Xing, in January.

Flight cancelations from Chinese tourists to Thailand spiked by 94% in January, and data from the first two weeks of February indicate that travel bookings remain below 2024 levels, according to Bloomberg Intelligence research.

News of the kidnapping has triggered safety fears among Chinese tourists, the biggest source of visitors to Thailand last year.

Wang was rescued from a cyber fraud center in Myanmar last month. He said he was lured to Thailand on the promise of an audition, only to be whisked off and smuggled across the border.

In response, Thai authorities have intensified efforts to crack down on cyber scam centers and have collaborated with neighboring Southeast Asian countries to rescue thousands of victims.

Safety concerns are weighing heavily on Chinese tourists' decision-making, prompting them to reconsider travel to Thailand, said Bloomberg Intelligence's analyst Eric Zhu.

The rapid spread of negative news has far outpaced the measures taken to improve safety, meaning that restoring Thailand's reputation will be a challenge, Zhu added.