Spiking Baht Triggers Price Increase in Thailand, Making it Costlier than Vietnam for Chinese Travelers
In an effort to boost tourism during the upcoming Mid-Autumn Festival and China's National Day holiday on October 1, the Tourism Authority of Thailand (TAT) has launched the "Nihao Month" campaign. This initiative aims to enhance Thailand's image and stimulate travel decisions during the high season.
To further promote Thai packages, TAT has partnered with leading Chinese online travel agencies (OTAs). This collaboration is expected to increase the visibility of Thailand as a travel destination for Chinese tourists.
However, the tourism industry in Thailand is facing a significant challenge due to the decline in Chinese arrivals. According to the Ministry of Tourism and Sports, the full-year figure of Chinese tourists in 2025 is predicted to be nearly 5 million, down from 6.7 million in 2024 and significantly lower than the pre-Covid record of over 11 million in 2019.
In contrast, countries like India, Japan, and Indonesia are showing strong growth in tourist numbers to Thailand. This shift in tourist demographics is noteworthy, as travel is considered a lifestyle for the middle class, according to Adith.
To address this decline, TAT has launched the "Trusted Thailand" campaign, which introduces a confidence symbol for tourism businesses. Over 4,348 registered tourism companies in Thailand are participating in this campaign, recognised as safe by the Ministry of Tourism.
The Association of Thai Travel Agents (ATTA) forecasts that Chinese arrivals to Thailand in 2025 will remain subdued due to safety concerns and Beijing's push for domestic tourism. To mitigate these concerns, addressing safety issues could improve Thailand's appeal to Chinese visitors.
Adith believes that Thailand could attract 15-20 million Chinese visitors annually, citing its short-haul destination status. To encourage more Chinese tourists, the "Chinese Passport Privilege" programme offers exclusive discounts and gifts at shopping malls, hypermarkets, shops, spas, and tourism services from September 20 to December 31, 2025.
However, rising living costs in Thailand pose challenges. According to recent data, the baht's appreciation against the yuan has made Thailand 20% more expensive for Chinese visitors compared to last year.
It's worth noting that Vietnam has surpassed Thailand in attracting Chinese visitors. Vietnam offers quick airport transfers to city centers in five key cities, while Thailand only offers such convenience in Bangkok.
Despite these challenges, the tourism industry in Thailand remains optimistic about the future. By 2035, China is predicted to have 800 million middle-class citizens, presenting a significant opportunity for Thailand's tourism industry.
Registration for the "Trusted Thailand" campaign opened in September via www.tourismthailand.org/trustedthailand. As the industry adapts to the changing landscape, it's clear that Thailand remains committed to providing a safe and enjoyable experience for all visitors.
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