Thailand seeks to reenergize tourism

In response to mounting pressures faced by the travel and tourism industry, Thai authorities are orchestrating a multifaceted strategy to reignite growth in the key sector, a move necessitated by the economic repercussions of ongoing trade disputes and a decline in the number of Chinese visitors.

With a staggering 3.5 billion baht ($108.5 million) budget proposal set forth by the Ministry of Tourism and Sports, imminent discussions within the economic stimulus committee are poised to address the impact of US tariff policies and recent economic adjustments in Thailand, Tourism Minister Sorawong Thienthong said on Monday.

He outlined a comprehensive approach that will see the allocated budget funneled into three pivotal initiatives. These initiatives aim to invigorate tourism by targeting domestic travelers in secondary and tertiary cities, attracting tourists from global markets, and implementing a tailored plan to rejuvenate Chinese visitor numbers.

The Tourism Authority of Thailand, or TAT, is set to host a special event, "Sawasdee Ni Hao", on May 29, aimed at fostering direct engagement among Chinese participants, tour operators, media representatives and influential figures from China to experience Thailand firsthand.

Prime Minister Paetongtarn Shinawatra is slated to inaugurate the "Sawasdee Ni Hao" event, offering insights into the government's efforts to assuage Chinese tourist apprehensions and rebuild trust in Thailand, according to TAT.

In the first quarter of this year, Thailand welcomed over 9.5 million international visitors, with Chinese tourists making up 1.33 million arrivals, followed by 1.15 million Malaysians and 722,202 Russians, the Ministry of Tourism reported.

The Chinese visitor numbers, however, marked a 30 percent drop from the corresponding figure in the first three months of 2024.

Local media reported that TAT is considering reducing its 2025 target for international tourist arrivals.

"Thailand has revised its key tourism performance indicators. Rather than focusing solely on the number of tourist arrivals, the new approach also takes into account per capita spending by visitors," Thienthong said at a meeting on Monday.

In the proposal, he revealed that the ministry and TAT will support both scheduled and charter flights, with particular emphasis on ensuring strong passenger numbers for the latter.

Officials from TAT revealed at a recent marketing promotion event that the original goal of 37.46 million foreign tourists and 3.4 trillion baht in revenue may be revised to approximately 35.54 million visitors. Chinese arrivals are now projected at just 4 million for the year.

TAT Governor Thapanee Kiatphaibool underscored the challenges confronting the Chinese market, citing safety concerns and negative online sentiments as key deterrents for Chinese tourists. She acknowledged the potential for Chinese arrivals to plummet to 4 million from 5 million, but expressed optimism in restoring confidence to reach previous figures.

Experts believe the sharp fall in Chinese arrivals in Thailand in the first quarter stemmed from heightened personal safety concerns, among other factors. In early January, Chinese actor Wang Xing went missing in Thailand for a few days as he was abducted by telecom and online scam gangs operating along the Thai-Myanmar border. His safe return within days was followed by a series of cross-border actions against related criminal fraud.

Meanwhile, TAT maintains its target of 205 million domestic trips for this year, generating 1.17 trillion baht in revenue. Plans to enhance facilities nationwide, including public restrooms and signage, are earmarked for a 400 million baht allocation, signaling a comprehensive approach to fortifying Thailand's tourism infrastructure.

yangwanli@chinadaily.com.cn