Bangkok bonanza: Chinese tourists ‘Agoda’ crazy for Golden Week

A popular travel booking platform, Agoda, reported that Bangkok is one of the top five destinations among Chinese tourists for the upcoming Golden Week from October 1 to 7.

Agoda revealed the number of searches for overseas accommodations by Chinese nationals on September 23. The report showed that the number of searches increased by 137% compared to the same period last year, 2023.

Last year, Tokyo in Japan was the most popular destination among Chinese nationals but this year Seoul in South Korea overtook Japan, followed by Bali in Indonesia, Bangkok in Thailand, and Osaka in Japan.

The platform added that this is the first time Bali has been included in the list. Kyoto, meanwhile, was unable to make the ranking this year, said Senior Vice President of Supply at Agoda, Andrew Smith.

“The increase in outbound travel searches for China’s Golden Week suggests a growing confidence among Chinese citizens to explore international travel. It’s great to see destinations close to China’s east coast, like Seoul and Osaka, featured in the ranking, as well as holiday favourites Bangkok and Bali further south.

“This trend underscores the importance of providing great value deals on diverse travel options to meet the evolving preferences of travellers on Agoda.”

Despite being highlighted as a prime destination for Chinese tourists, Sorrathip Rojanapojjanarat, Advisor to the Hotel Association of Thailand, reported that hotel bookings have fallen short of expectations. While Chinese tourists were anticipated to start making reservations at the beginning of September, such bookings have been sparse.

Sorrathip further noted a significant drop in spending per tourist per trip, with figures plummeting by 20% from 55,000 baht to just 44,000 baht per person. He urged the government and relevant departments to shift their focus from merely counting tourist numbers to also considering their spending levels.

Sorrathip expressed concern that the Tourism Authority of Thailand (TAT) will be unable to hit the target of 36.7 million tourists this year if Thailand loses a significant number of Chinese visitors during China’s Golden Week.

In a related report, the Ministry of Commerce has launched a campaign to promote Thai products and services to an international audience called “Think Thailand Next Level.” The ministry recently put up billboards on buildings in the Piccadilly Circus area of London in the UK, as well as on London buses.