Thailand aims for 4.4 million Chinese visitors by year-end but is 1.5 million short, citing safety fears and limited flights as key challenges.
BANGKOK: In a bid to draw more Chinese tourists, Thailand’s tourism chief proposed joint patrols with Chinese police at key destinations—a plan swiftly scrapped after public backlash over sovereignty concerns. The proposal underscores Thailand’s urgent need to rebuild confidence among Chinese travelers, shaken by recent events and perceptions of safety risks.
Thailand’s government is targeting 28 million foreign tourists by year-end, including 4.4 million from China. However, as of Nov 12, only 2.9 million Chinese visitors had arrived, leaving a gap of 1.5 million with less than two months to go.
“With the high season upon us, it’s possible but challenging,” said Paul Pruangkarn from the Pacific Asia Travel Association (PATA).
Safety Concerns Impacting Tourism
China was Thailand’s largest pre-pandemic tourist source, contributing over 11 million visitors in 2019. This year’s numbers, however, have been affected by both a tragic shooting and a popular crime thriller.
In October, a Chinese tourist was among two foreigners killed in a Bangkok mall shooting, sparking safety concerns. A Weibo poll with over 25,000 respondents showed more than half of participants considered Thailand unsafe following the incident.
Adding to these fears is the Chinese blockbuster No More Bets, a crime thriller portraying human trafficking and online scams in Southeast Asia. Released in August, the film drew 90 million viewers and grossed 3.8 billion yuan (US$525 million). Analysts link its release to a sharp drop in Chinese tourist arrivals in subsequent months.
“Chinese tourists are scared of human trafficking and worry about safety,” said economist Ratasak Piriyanont of Kasikorn Securities.
Economic and Flight Challenges
Other factors contributing to the shortfall include limited flights and China’s sluggish economic recovery, which has curbed spending power, especially in smaller cities.
Flight capacity between China and Thailand remains 57% below 2019 levels, according to online flight data provider OAG. Analysts note that reduced connectivity dampens travel interest despite Thailand’s visa exemptions for Chinese tourists.
Hope for Recovery
Despite setbacks, analysts believe Thailand’s tourism sector can rebound with the right strategies. Promoting Thailand as a safe destination and partnering with airlines to increase flights are among suggested measures.
“Thailand needs to highlight its safety efforts and showcase diverse activities for all types of travelers,” said Pruangkarn.
With safety assurances and stronger connectivity, Thailand may regain its status as a top destination for Chinese tourists, ensuring long-term recovery for its tourism-dependent economy.
