Thailand's Tourism Recovery: Major Campaign to Attract Chinese Tourists Back

1. Prologue: Thailand Moves Toward "Tourism Recovery"

The sky over Bangkok is covered with the low clouds typical of the rainy season, but in the arrival lobby of Suvarnabhumi International Airport, a red signboard with gold letters reading "Happy Chinese Summer Channel" is displayed. This is a special fast track for families set up "suddenly" by the Thai Immigration Bureau on July 12, when Chinese schools begin their summer vacation. The aim is to reduce the peak immigration screening time, which can be up to 40 minutes, to 15 minutes, guiding visitors into Thailand without stress.Pattaya Mail

2. Background: Numbers Indicate a Sharp Decline in the Chinese Market

In 2019, Thailand welcomed a total of 39.9 million foreign tourists, generating tourism revenue of 1.9 trillion baht. Of this, approximately 500 billion baht was spent by Chinese visitors. However, from January to June 2025, the number of Chinese visitors was limited to 2.26 million, a 34% decrease compared to the same period the previous year, with Malaysia taking the top spot. Overall inbound tourism also decreased by 4.7%, and the annual forecast was revised downward from 39 million to 35 million.Pattaya Mail

Reasons for the Decline

• Security Concerns—The kidnapping incident of Chinese actor Wang Xin in January garnered 150 million views on Weibo, leading to the mockery "#泰国割腰子#" (Thailand kidney cutting).

• Economic Factors—The depreciation of the yuan and a shortage of airline seats have led to increased package prices.

• Intensified Competition—Malaysia and Vietnam are engaging in visa relaxation and subsidy competition.

The Washington Post points out that "the downturn in the Chinese market is the main cause of the overall decline."The Washington Post

3. Policy Package: Fast Track × Charter Subsidies

The Thai government has prepared a two-stage rocket as a short-term recovery measure. The first stage is the airport fast track, and the second stage is the "Thailand Summer Blast" with a budget of **750 million THB (approximately 2.9 billion yen)**. The breakdown is as follows:

• 350 million baht: Subsidies for charter flights from major cities such as Beijing, Shanghai, and Chongqing

• 300 million baht: Global PR including digital advertising and KOL invitations

• 50 million baht: Temporary increase in staff at local airports and multilingual support

ATTA President Sisdivachara welcomed it as "the largest incentive post-COVID" and announced roadshows in Chongqing, Lanzhou, and Hangzhou from late July to early August.Pattaya Mail

4. On-Site Report: The Reality of Suvarnabhumi's "15-Minute Passage"

When a reporter measured at the airport at 9 a.m. on July 18, the fast track queue was a maximum of 14 minutes. The regular lane was 34 minutes. Chinese language signs were added to the pathways, and student staff in uniforms managed the queues. Mr. Wang (a resident of Shanghai in his 40s) expressed satisfaction, saying, "It was helpful as my child didn't get restless." On the other hand, Thai tourists voiced dissatisfaction, saying, "The regular lanes are getting even more crowded."

5. Temperature Differences on Social Media: "Welcome" vs. "Still Scary"

◇ Weibo

◇ Xiaohongshu (RED)

• #Thailand Summer Direct Flight Guide received 6,200 posts in three days.

• Practical information such as "Beware of airport SIM scams" and "Grab reservations can be made in Chinese" is increasing.

◇ Thai Domestic X (formerly Twitter)

• Thai influencers are positive, saying, "If Chinese tourists return, the food and beverage industry will flourish."

• On the other hand, about 12% of posts say "It's unfair to favor only Chinese tourists" (according to SocialListening Inc.).

6. Industry Perspective: Flight Supply and Security Are Key

Pachara, president of travel agency TPI Holidays, points out that "restoring the number of flights between China and Thailand is more urgent than subsidies." The current weekly seat supply is only 55% of pre-COVID levels. Additionally, to dispel Chinese tourists' "most terrifying stories," the Tourist Police Department plans to introduce an AI surveillance system in August.

7. Academic Consideration: Reading with the "Tourism Resilience" Model

Associate Professor Pichit from the Faculty of Tourism at Chulalongkorn University analyzes,

"Demand will only rebound when three points are met: ① Reduced perceived risk, ② Economic incentives, and ③ Experiential value of hospitality. The current measures are inclined toward ②, and without reinforcing ① and ③, the effects will be limited."

8. Future Scenarios

9. Conclusion: Conditions for the Revival of the "Land of Smiles"

Thailand aims to shift its brand from "cheap" to "comfortable and safe." The fast track has started to function as a first step, but comprehensive reforms to ensure security and price transparency are essential to pass the "emotional quarantine" reflected on social media. With 70 days remaining until China's National Day (October 1), the hot summer has begun, testing the true value of Thai tourism.