Thailand has lowered its 2025 foreign tourist arrival target to just over 35 million, down from an earlier forecast of 37–38 million, as the country struggles to recover from a sharp drop in Chinese tourism. The decline, reported by Travel and Tour World, follows a high-profile kidnapping that has shaken Chinese travelers’ confidence in the region’s safety.
The Tourism Authority of Thailand (TAT) confirmed that Chinese arrivals between January and April plunged by over 30%. This sharp dip was largely triggered by the widely publicized abduction of Chinese actor Wang Xing, who was reportedly lured to Thailand with a fake film project and trafficked across the border into Myanmar. There, he was forced into a cyber scam ring operating in Myawaddy—a lawless zone near the Thai-Myanmar frontier.
His ordeal, which sparked outrage across Chinese social media and news outlets, ignited fears of similar cross-border threats among potential travelers. The actor’s family and fans have since called on both Thai and Chinese authorities to step up protection for tourists, especially in border regions known for human trafficking and scam syndicates.
In response, Thai officials are ramping up damage control. A ฿3.5 billion (US$108 million) stimulus package has been launched, including the new “Sawasdee Ni Hao” campaign aimed specifically at rebuilding trust with Chinese tourists. TAT Governor Thapanee Kiatphaiboon admitted the incident dealt a serious blow to Chinese sentiment toward Thailand. “We’re addressing safety concerns directly, both through enhanced security and stronger communication,” she said.
Despite these efforts, projections suggest Chinese arrivals may not exceed 5 million in 2025—just half the pre-pandemic figure of 10 million. This poses a major economic challenge, especially for cities like Chiang Mai, Pattaya, and Phuket that rely heavily on Chinese tour groups.
Authorities are now looking beyond China, targeting alternative markets such as India, Russia, and Middle Eastern countries, while also expanding regional tourism from ASEAN nations.
Industry analysts say the recovery will take time. “Trust, once lost, is hard to win back,” said Supawan Tanomkieatipume, a former Thai Hotels Association vice president. “We need more than campaigns—we need real safety guarantees and accountability.”
The tourism sector, which contributes around 20% of Thailand’s GDP when including indirect impact, remains a key pillar of the nation’s post-pandemic recovery plan. But until safety concerns are effectively addressed, Thailand’s road to 40 million annual tourists may remain out of reach.
