Thailand Expands Tourism Focus to Southeast Asia and the Middle East as Chinese Visitors Fall
Thailand’s tourism sector is reshaping its strategy to endure shifting travel patterns. With Chinese arrivals not rebounding, the Tourism Authority of Thailand (TAT) is guiding marketing and investment toward Southeast Asia and the Middle East. Forecasts have been adjusted to about 35 million foreign visitors in 2025, down from earlier expectations, highlighting the need for diversification to sustain growth across the economy.
Historically, Chinese travelers drove Thailand’s inbound tourism, powering hotels, restaurants, and tour operations. In 2019, Chinese visitors neared 11 million. After the pandemic, recovery has been uneven. Data from TAT indicate that only about 1.96 million Chinese tourists visited in the first five months of 2025, a 33% decline from the prior year. Slower Chinese economic momentum, travel restrictions, safety concerns, and high-profile incidents have dampened demand, according to industry reporting.