The allure of Thailand as a tourist destination for Chinese travelers continues to waver, evident by the consistently lower than anticipated volume of Chinese tourists. Despite China lifting travel constraints more than eight months ago, figures up to September 10 reveal a mere total of 2.28 million Chinese tourist arrivals for this year. Forecasts for the year-end range between 4 and 4.4 million, which stands in stark contrast to the ambitious target of 5 million set earlier. This discrepancy mirrors a downward trend in Chinese tourism in Thailand.
The nosedive isn’t arbitrary – Chinese tourism in Thailand witnessed an astronomical 99% decrease in 2021 from roughly 10 million in 2019. The massive drop is largely attributable to China’s rigid border lockdowns. Several intertwined factors play into this trend. Prevailing safety concerns, a lethargic Chinese economy, and vigorous domestic tourism campaigns by the Chinese government are all part-and-parcel of the issue.
Safety, particularly, has been a resonating concern that has been flagged repeatedly by tour operators and the Tourism Authority of Thailand (TAT). In response to these apprehensions, the Thai Cabinet took the initiative and approved a visa exemption for Chinese tourists for a duration of five months in an attempt to provide a push to the dwindling tourism numbers. However, as per predictions from the tourism analysts, it’s a uphill battle to re-establish the confidence of the Chinese tourism market.
The journey of Chinese tourism in Thailand has had its share of peaks and valleys. Following the screenings of the Chinese comedy film ‘Lost in Thailand’ in 2012, Thailand saw a prominent surge in Chinese tourists. The numbers soared from 1.7 million in 2011 to 4.6 million in 2013, catapulting Thailand into the preferred overseas vacation destination for many Chinese citizens. However, this budding interest in Thailand as a preferred vacation destination has hit a snag in the recent years, driven by unfavorable portrayals of Southeast Asia in Chinese films like the thriller ‘No More Bets’, and ominous warning about safety on social media platforms. These factors have, unsurprisingly, led to a subsequent reduction in Chinese tourism to Thailand.
The Association of Thai Travel Agents (ATTA) has further urged the government to issue an official statement to soothe these growing concerns about safety, in sync with the visa exemption. On the face of these adversities, the TAT maintains its commitment in promoting Thailand to the Chinese audience across three key themes – safety and conveniences, worthwhile experiences, and unique experiences.
The TAT is sharp in its focus on ‘quality tourists’ who, on average, splurge 51,415 baht per tourist per visit. With the addition of the visa exemption, the Chinese tourism market is projected to infuse a decent 258 billion baht this year, owes to the anticipated 4 to 4.4 million tourists, as per the Bangkok Post report.
To aid their resolute measures in enhancing safety and mitigating illegal ventures, Thailand aspires to sign a memorandum of understanding with the Cultural Ministry of China and the Tourism Authority in China. You can keep yourself updated on the Thaiger’s latest updates by following our new Facebook page HERE.
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