In 2023, Thailand’s tourism industry experienced dramatic fluctuations, akin to a rollercoaster ride. The year saw China’s shifting entry-exit policies intersecting with domestic security incidents in Thailand, resulting in a turbulent tourism market, particularly among Chinese visitors. As the year draws to a close, Thai tourism operators are reflecting on the gains and losses of 2023 while seeking new paths for future development.
The Return of Chinese Tourists: Signs of Recovery
Once one of the top outbound travel destinations for Chinese tourists, Thailand’s tourism industry suffered greatly during the pandemic. In 2022, the number of foreign visitors to Thailand dropped sharply to 11.15 million, with China no longer being the largest source of tourists. However, as China began to ease its pandemic control measures in early 2023 and resumed outbound group tours, Thailand quickly became one of the first countries to be included on the approved list. On January 9, the first Chinese flight to Thailand landed at Suvarnabhumi Airport, where the Thai government gave a grand welcome. The Deputy Prime Minister personally delivered a welcome speech, underscoring the importance and friendliness toward Chinese visitors.
This move served as a strong booster for Thailand’s tourism sector. Data shows that in January 2023, hotel bookings by Chinese tourists in Thailand surged by 480% year-on-year. During the Chinese New Year holiday, Thailand became the top destination for outbound Chinese travelers. Thai tourism operators were optimistic about this rebound, believing that the return of Chinese tourists would lead to a full market recovery.
Rising Prices and Safety Concerns: Obstacles to Recovery
However, the glimmer of recovery did not last long. As Chinese tourists flooded back, Thailand’s tourism market experienced supply-demand imbalances, leading to soaring prices. Airfares, visa fees, and hotel prices nearly doubled. Many travelers lamented that “Thailand is no longer what it used to be.” More seriously, a series of safety-related incidents occurred in late March, including political unrest, the murder of a Chinese student, and viral social media rumors claiming “Thailand is dangerous.” These events raised safety concerns among Chinese tourists. In April, the number of Chinese visitors to Thailand dropped by more than 13% compared to the previous month. Tourism operators admitted that the results were “below expectations.”
Despite these setbacks, Thailand did not give up. During the May Day holiday and the summer travel season, the country implemented promotional discounts and increased flight routes to attract tourists, which led to a slight market rebound. However, in September, Chinese crime-thriller films such as Lost in the Stars and No More Bets triggered renewed fears about travel safety in Southeast Asia, causing another blow to Thai tourism.
Visa Waiver and Shooting Incident: Hopes Dashed by Tragedy
In an effort to reverse the trend, the Thai government announced in September a five-month visa waiver program for Chinese and other foreign tourists, while encouraging airlines to increase routes. Following the announcement, searches for Thailand surged by 800%. During the National Day holiday, the number of Chinese tourists rose by 72.49% month-on-month. Thai Prime Minister Srettha personally welcomed the first group of Chinese tourists arriving in Bangkok, reaffirming Thailand’s warm hospitality.
However, tragedy struck on October 3, when a shooting occurred in central Bangkok. A Chinese tourist was among the victims. Prime Minister Srettha publicly expressed condolences and emphasized that it was a “force majeure” incident, assuring that Thailand continues to warmly welcome Chinese tourists. Nonetheless, the incident further fueled safety concerns. The president of the Thai Tourism Marketing Association, Khidit, acknowledged that without the shooting, the number of Chinese tourists could have been even higher.
A Way Forward: Transformation and Enhanced Safety
Faced with mounting challenges, the Thai government and tourism industry are actively seeking solutions. On one hand, efforts to enhance security have been intensified, including refuting false rumors, suspending individual gun permits for public places, and coordinating with national security agencies to protect tourists. On the other hand, the tourism sector is undergoing transformation—shifting from low-cost group tours to higher-quality travel offerings. New in-depth travel products are being introduced to cater to young tourists and small group travelers.
Thailand also plans to further relax visa policies, extend visa-free stays for certain countries, and organize a variety of cultural and sporting events. It is also considering extending the operating hours of nightlife venues to offer more diverse entertainment options. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand, stated that the government places great emphasis on safety and is committed to upgrading and innovating the tourism industry.
In 2023, Thailand’s tourism industry moved forward amid recovery and adversity. Although uncertainties remain, the efforts of the Thai government and tourism stakeholders have injected new confidence into the market. The sustainable development of Thailand’s tourism industry in the future will depend on the joint influence of multiple factors.
