Post by : Raman

Bangkok: Thailand’s tourism industry is facing a slowdown as foreign tourist arrivals fell by 7.44 per cent between January and September 21, 2025, according to the Tourism Ministry. About 23.45 million international visitors arrived in the country during this period, compared to nearly 25 million in 2024.

Malaysia led the list of top source countries with 3.38 million travellers, followed closely by China with 3.3 million visitors. The decline prompted Thailand’s state planning agency to lower its full-year forecast to 33 million arrivals, down from an earlier projection of 37 million. This figure is also well below the pre-pandemic level of nearly 40 million tourists in 2019.

China, historically a major contributor to Thailand’s tourism, saw a sharp pullback in visitors this year. Experts attribute the decline to safety concerns, viral scam stories, and the perception that countries like Japan and Singapore offer safer travel options. Chinese tourists are also spending less and staying for shorter durations.

Neighboring countries such as Vietnam and Japan are attracting more tourists with competitive prices, new attractions, and strong safety reputations. Vietnam, in particular, has reported record growth in arrivals, presenting a cheaper and less crowded alternative to Thailand.

Even with low inflation, rising prices for food and hotel stays have made trips to Thailand feel more expensive. Tourists are increasingly comparing costs with other Asian destinations, reducing Thailand’s appeal as an affordable holiday choice.

Reports of scams, crimes, and accidents continue to affect Thailand’s image. Incidents such as gem scams or tuk-tuk scams, though often isolated, create a perception of risk, particularly among East Asian travellers.

Recent visa policy changes, including the requirement to show 20,000 Thai Baht (around Rs 55,500) in funds and the introduction of a digital arrival card, have made travel slightly more complicated. Ongoing tensions with Cambodia over border disputes near the Preah Vihear temple have also contributed to a perception of instability.

Despite the overall decline, arrivals from long-haul markets such as the US, UK, and Australia have grown, and Indian tourists remain steady. However, these markets are not yet large enough to offset the drop in short-haul Asian visitors, which remain the backbone of Thailand’s tourism sector.

Thailand’s tourism industry continues to navigate challenges from safety concerns, rising costs, policy changes, and regional competition while trying to attract international visitors back to its shores.

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