Baht surge makes Thailand pricier than Vietnam for Chinese tourists

Chinese arrivals fall 35% in first eight months

Pattaraanong Na Chiangmai, deputy governor for Asia and South Pacific markets at the Tourism Authority of Thailand (TAT), said that in the first eight months of 2025, foreign arrivals to Thailand declined mainly from “short-haul markets”.

Chinese visitors dropped by around 35% year-on-year, while South Korea, Hong Kong and some ASEAN countries also recorded declines. In contrast, markets showing strong growth included India, Japan and Indonesia.

According to the Ministry of Tourism and Sports, 3.23 million Chinese tourists visited Thailand between January 1 and September 14, 2025. The full-year figure is expected to reach nearly 5 million—down from 6.7 million in 2024 and far below the pre-Covid record of more than 11 million in 2019.

“The decline in Chinese arrivals this year stems from safety image concerns, which government agencies are working hard to rebuild, as well as changes in China’s tourism structure, where more travellers prefer independent trips,” Pattaraanong said.

“But this does not mean Thailand will only target high-spending tourists—we still value the group-tour segment, as volume remains vital to sustain tourism supply chains.” 

In response, TAT has launched the “Trusted Thailand” campaign, introducing a confidence symbol for tourism businesses. Registration opened in September via www.tourismthailand.org/trustedthailand, enabling travellers to easily access a list of certified establishments that meet safety standards.

TAT also rolled out the “Nihao Month” campaign in Guangzhou on September 15, linking with the Mid-Autumn Festival and China’s National Day holiday on October 1. Activities aim to enhance Thailand’s image and stimulate travel decisions during the high season. 

Partnerships with leading Chinese online travel agencies (OTAs) will promote Thai packages, while the “Chinese Passport Privilege” programme offers exclusive discounts and gifts at shopping malls, hypermarkets, shops, spas and tourism services from September 20 to December 31, 2025.

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