Thailand tourism crisis brews as foreign arrivals continue to decline

According to its Ministry of Tourism and Sports, Thailand received 12.9 million foreign visitors between Jan. 1 and May 11, marking a 1.04% decrease from the same period last year, Bangkok Post reported.

The number of Chinese tourists was down 25% to 1.64 million.

They used to account for the largest number, peaking at 11.13 million visitors in 2019 before the Covid pandemic began.

Minister of Tourism and Sports Sorawong Thienthong has warned that the country is approaching a crisis, with declining visitor numbers from key international markets since the start of this year, Nation Thailand newspaper reported.

Thailand has also been hit by a wave of negative publicity, which, if left unaddressed, could severely damage its reputation, he cautioned.

Concerns over tourist safety in Thailand have grown in recent months, particularly after the kidnapping of Chinese actor Xing Xing in January.

In April its average hotel occupancy rate fell to 63%.

Thienprasit Chaiyaphatranan, president of the Thai Hotels Association, said most hoteliers expect a year-on-year drop in foreign guests in the second quarter and number of Chinese guests is projected to fall by over 30%.

Thailand initially expected 37–38 million international arrivals this year but has revised its target down to 35.5 million.

In a worst-case scenario, Chinese visitor numbers could fall to 4–5 million from the initial target of eight million. However, if the situation stabilizes and traveler confidence is restored, the figure could reach 6.7 million, the same as last year, Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, said.

In response to the crisis, the tourism authority is preparing a stimulus plan for submission to the government, which is expected to present it to the Cabinet in mid-2025.