Rebuilding Confidence: Thailand’s Tourism Reform Path to a Safer, More Inclusive Future
A global travel slowdown is reshaping Thailand’s key industry. Early-2025 data show a drop in international arrivals, with Chinese tourists among the markets most affected. Tourism remains a major driver of the economy, so industry leaders and policymakers are racing to understand shifts and restore traveler confidence, especially among Chinese visitors and other key markets.
Thailand has long marketed itself as the Land of Smiles, drawing visitors with vibrant street life, diverse cuisine, and pristine beaches. Yet the first five months of 2025 saw a sharp decline in Chinese arrivals. A slower Chinese economy, a stronger Thai baht, and stiff regional competition from Vietnam, Cambodia, and Malaysia all play a part. More than ever, travelers from China cite safety concerns as a reason to rethink Thailand as a destination.