Thailand finds itself scaling back ambitions and recalibrating its 2025 tourism strategy. It is partly the result of softening demand, regional safety concerns, and shifting geopolitical relations.

The country will be revising its international tourism revenue targets down from THB 2.3 trillion ($69 billion) to THB 2 trillion ($60 billion).

Tourism and Sports Minister Sorawong Thienthong acknowledged the impact of these global shifts, saying that while the overall revenue target for 2025 remains THB 3.5 trillion ($105 billion), the Prime Minister has tasked the team to ensure that THB 2 trillion is reached from the international market. “Anything beyond that would be a bonus,” Thienthong said.

The biggest factor influencing the decision has been the conspicuous absence of Chinese travelers.

In the first quarter of 2025, Thailand recorded 1.3 million arrivals from China. While this may sound like a big number, but for a market that once accounted for nearly a third of all international arrivals for Thailand, this is a 24% year-on-year drop. Chinese arrivals for the first three months of 2024 had been 1,756,337.

The China Conundrum

The factors leading to the decline in Chinese tourist numbers include safety concerns triggered by incidents near the Myanmar border, a collapse at a Bangkok construction site following the March 28th earthquake, and reduced confidence in Thailand’s internal security. This, combined with a crackdown on call centre scams involving Chinese nationals, has bruised Thailand’s appeal in the mainland.

With Chinese tourists now missing, the Thai government is shifting focus from visitor numbers to “high-value tourism.” 

The government is now redirecting its efforts to salvage the remaining months of the year. Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand (TAT), said TAT would explore roadshows across China’s secondary cities to revive group travel and promote Thailand’s safety and service quality.

Even with these renewed efforts, the government has tempered its expectations. Thailand has now adjusted its original goal of 8 million Chinese tourists for 2025 to 6.7 million, the same number as last year.

Last month Thai Prime Minister Paetongtarn Shinawatra also met with Bo Sun, chief marketing officer of Trip.com Group, China’s biggest online travel agency. During the meeting they discussed leveraging social media and digital platforms to promote Thailand’s tourism sector.

Trip.com Group has a history of collaborations with the Thai government and has worked with the tourism ministry and the Tourism Authority of Thailand. 

What Thailand’s Tourism Numbers Tell

Despite the uncertainty, Thailand still welcomed 9.5 million international tourists in the first quarter of 2025, a modest 2% increase in arrivals over the same period last year.

The jump in tourism revenue was more impressive, earning the country THB 463 billion ($14 billion), up 10.5% compared to last year.

China was still the top tourism source market for Thailand followed by Malaysia, Russia, India and South Korea.

Skift earlier reported that with Vietnam receiving 1.6 million Chinese tourists in the first quarter of 2025, this is the first time that Vietnam has attracted more Chinese tourists than Thailand.

However, what’s more worrisome for Thailand is that Asian markets like China, Hong Kong, Taiwan, South Korea, and Vietnam collectively saw a 17% dip, according to local reports. 

Markets showing positive trends include Japan, Europe, and the Middle East.

What’s TAT Doing in Bhutan?

As Thailand’s tourism strategy shifts from tourism numbers to spend per visitor, the country is also focusing on European and Middle Eastern tourists, typically known for their longer stays and higher average spend.

Perhaps the biggest proof of Thailand’s interest in emerging outbound markets is Tourism Authority of Thailand (TAT)’s first-ever ‘Amazing Thailand Festival’ in the Bhutanese capital of Thimpu from April 19-20.

The event was attended by Bhutanese Prime Minister Tshering Tobgay as well as the minister of industry, commerce and employment, Lyonpo Namgyal Dorji. TAT Governor Thapanee Kiatphaibool and deputy governor for international marketing – Asia and the South Pacific, Pattaraanong Na Chiangmai, along with other executives represented Thailand at the event.

While Bhutan’s travel market remains small, TAT noted its strong growth potential. In 2024, Bhutanese arrivals to Thailand grew by 6% year-on-year — a promising sign for a country eager to diversify its source markets amid shifting regional dynamics.

The Tourism Authority of Thailand had projected that this year’s Songkran festival, held from April 12–16, would generate over THB 26.5 billion ($798 million) in tourism revenue — an 8% increase compared to last year.

The celebration was expected to attract 476,000 international visitors contributing THB 7.32 billion ($219 million), and over 4.4 million domestic trips accounting for THB 19.24 billion ($579 million) in spending.