Thailand is intensifying efforts to draw more tourists and boost spending from the Middle East and Southeast Asia in response to a drop in arrivals from China that has pressured tourism revenue.
The Tourism Authority of Thailand (TAT) stated that the Middle East has become an increasingly important market, showing year-on-year growth of about 17% to 18%. There are plans to further expand arrivals from this region and collaborate more closely with airlines to support tourism growth.
The TAT has revised its forecast for international arrivals in 2025 to 35 million, down from the previous estimate of 40 million, reflecting slower Chinese tourism. Projected total tourism revenue for the year stands at 2.8 trillion baht, with 1.6 trillion baht expected from foreign visitors and the remainder generated by domestic travellers.
Chinese visitor numbers have declined sharply, with 2.3 million arrivals in the first half of 2025 compared to 3.4 million during the same period the previous year, according to official data.
This decline has been attributed to safety concerns, exacerbated by high-profile incidents such as the kidnapping of a Chinese actor in Myanmar, which passed through Thailand, leading to a wave of travel cancellations during the Lunar New Year.
While attracting back Chinese tourists remains a key focus, the TAT is stepping up its promotion in other regions, including Oceania and Southeast Asia, to counterbalance lost demand from China.
Looking ahead to 2026, the agency is set to implement a “value over volume” strategy, seeking to raise tourism revenue by 7% by appealing to higher-spending visitors who have a smaller environmental impact.
Tourism remains a significant pillar of Thailand’s economy, accounting for roughly 12% of gross domestic product. As of July 6, year-to-date tourist arrivals stood at 17.2 million, down 5.1% from the same period last year. During this time, the nation generated 794.7 billion baht in tourism income, according to the Ministry of Tourism and Sports.
