Malaysians motor ahead as Chinese tourism hits a speed bump
Thailand’s tourism chiefs are shifting gears after a drop in Chinese arrivals put the brakes on what was expected to be a bumper Songkran season while Malaysians continue to flood in.
The Tourism Authority of Thailand (TAT) revealed a surprise twist in the tourist traffic, with Chinese visitor numbers dipping just as their southern neighbours from Malaysia come roaring in.
Between March 31 and April 6, Malaysia topped the arrivals chart with a whopping 92,262 visitors, an impressive 12.8% jump. In contrast, Chinese tourist numbers dipped 1.2% to 64,177 over the same week.
Since the start of 2024, China has sent the largest number of travellers overall, 1.38 million by April 6, but Malaysia isn’t far behind with 1.23 million, rapidly closing the gap.
Total international arrivals to the Land of Smiles have now hit the 10 million mark, up 1.79% year-on-year.
TAT chief Thapanee Kiatphaibool said the agency is “assessing the situation to formulate an appropriate response,” which may include fine-tuning promotional strategies and shifting focus to new or emerging markets.
She cited global headwinds, including US President Donald Trump’s tariffs and their knock-on effects on China’s economy, as key factors behind the slowdown.
Despite the stumble, the TAT is still gunning for 7.3 million Chinese tourists in 2024. Part of the plan includes reviving traditional marketing, pushing group tours from smaller Chinese cities, and encouraging more independent travel through online booking platforms, said Thapanee.
“These tourists have the potential for independent travel after initial group visits.”
Thailand will continue to be marketed as a budget-friendly hotspot that offers “quality experiences and hospitality,” in hopes of keeping wallets open despite economic uncertainty.
Beyond China, TAT is also eyeing long-haul growth, sticking to its 1 million visitor target from the US and expanding efforts in Italy and Spain. The UK, Germany and Israel remain key staples, while Russia and India are expected to send 2 million and up to 2.5 million visitors respectively, reported Bangkok Post.
Thapanee added that the TAT has “prepared strategies to address negative factors in the latter half of the year,” as officials gear up for the lucrative Songkran holiday.
Prime Minister Paetongtarn Shinawatra joined a recent meeting at TAT headquarters to hammer out final plans for the Thai New Year festivities, hoping to keep tourist numbers afloat even as economic clouds gather.
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