Thailand tourism suffers as Chinese visitor target falls short

Thailand‘s anticipated tally of Chinese visitors for this year has been downgraded to between 3.4 million and 3.5 million, falling short of the target set by the Tourism Authority of Thailand (TAT). This comes despite the implementation of a visa-free scheme aimed at luring Chinese tourists.

Before the pandemic wreaked havoc in 2019, China played a pivotal role in Thailand’s tourism, contributing a staggering 11 million visitors. This amounted to over a quarter of the total arrivals that year. Fast forward to 2023, and the numbers are far from promising. With only approximately 3.01 million Chinese tourists having graced the Land of Smiles, the downturn is evident.

Chattan Kunjara na Ayudhya, TAT’s Deputy Governor for International Marketing in Asia and South Pacific, sheds light on the reasons behind this unexpected slump. China’s economic slowdown has cast a shadow on the spending enthusiasm of its citizens when it comes to tourism. As the economic wheels decelerate, so does the eagerness to explore foreign shores.

Adding to the predicament is a recent shooting incident in a Bangkok mall, which has sent ripples of anxiety through the tourism sector. Tourist confidence has taken a hit, with potential visitors reconsidering their travel plans. The aftermath of such incidents often lingers, impacting the perception of safety for prospective tourists.

In June, TAT projected a more optimistic scenario with an expected 4 million to 4.4 million Chinese tourists for the year. However, reality paints a grimmer picture, with the current figures falling short of the government’s initial target of 5 million visitors.

The TAT deputy governor acknowledges the challenges, revealing that the overall number of foreign tourist arrivals for 2023 stands at approximately 23.88 million, reported Bangkok Post.

Unrealised projections

The Thai government, undeterred by the setbacks, remains resolute in its aim to welcome 28 million arrivals by the year’s end. A daunting task, especially considering the pre-pandemic record of nearly 40 million foreign tourist arrivals in 2019, collectively contributing a staggering 1.91 trillion baht to the Thai economy.

Thailand needs to address not only economic concerns but also incidents that affect tourist confidence. The recent shooting incident in a Bangkok mall serves as a reminder of the need for robust safety measures and effective crisis management to reassure tourists about their security while visiting the country.