Thailand Shifts to Middle East, Southeast Asia Amid Chinese Visitor Slump

Facing a sharp decline in Chinese tourists, Thailand is pivoting its tourism strategy toward Middle Eastern and Southeast Asian markets.

Thailand Shifts to Middle East, Southeast Asia Amid Chinese Visitor Slump featured image

Decline in Chinese Visitors

Thailand is making a pivot amid a continuous slump in Chinese tourist arrivals. From January to June 2025, the country received only 2.3 million Chinese tourists, a sharp decline from 2024’s 3.4 million.

Prior to the pandemic, Chinese visitors comprised around 28% of Thailand’s tourist market. But this year, this figure stands at only 13-14%. Moving forward, Thai authorities predict the total Chinese tourist arrivals will reach only 4 to 5 million for the whole of 2025.

Despite Thailand restoring visa-free travel for China, the decline is attributable to the kidnapping of Chinese actor Wang Xing. It may have negatively affected travelers’ confidence in visiting Thailand.

Thailand Shifts Tourism Focus

To offset the shortfall, the Tourism Authority of Thailand (TAT) is targeting alternative markets. In particular, these include high-spending visitors from the Middle East and short-haul travelers from Southeast Asia.

“The Middle East market is a supporting factor helping to boost tourism revenue as it currently has a growth of about 17 per cent to 18 per cent,” said TAT Governor Thapanee Khiatpaibool. “We need to increase the volume of arrivals from the Middle East and airlines.”

Despite lowering its foreign tourist target from 40 million to 35 million, Thailand still expects tourism revenues to hit 2.8 trillion baht. Correspondingly, international tourism is forecast to contribute 1.6 trillion baht of that total.

Middle East Market in Focus

Thailand is increasing direct flights from cities such as Dubai, Riyadh, and Doha. Moreover, it is marketing luxury and wellness travel packages to Middle Eastern tourists.

According to TAT data, tourist arrivals from the Middle East rose by over 17% in early 2025. Overall, these visitors also spend more per trip than many others.

In addition, Thailand is working with airlines to promote premium travel experiences and expand seat capacity.

Southeast Asia Offers Stability

Meanwhile, Southeast Asia offers consistent, short-haul tourist flows. Specifically, travelers from Malaysia, Singapore, and Indonesia now make up a larger share of regional arrivals.

To extend visitor stays and increase spending, TAT has launched digital campaigns. Generally, Thai travel experts consider these nearby markets more resilient in times of global travel uncertainty.

Consequently, Thailand is prioritizing regional partnerships and simplifying entry procedures to attract more travelers from its neighbors.

New Tourism Strategy of Thailand

Thailand is not alone in chasing new markets. In fact, Malaysia recently surpassed it in tourist arrivals for the first quarter of 2025.

As a result, competition in the region is intensifying. However, Thailand aims to differentiate by focusing on “value over volume” tourists from high-value markets.

In addition, the country also continues to target visitors from the US and Europe, where per capita spending is higher.

Outlook for Thailand

Overall, Thailand’s diversification strategy shows promise. But its success will depend on execution—especially partnerships with airlines and tailored tourism offerings.

Still, the move away from overdependence on China could benefit the country in the longer term. If new markets scale, Thailand may stabilize revenue despite a drop in arrivals.

For now, the kingdom is betting on broader appeal and more resilient source markets to keep its tourism industry afloat.

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