Thailand comes out top among Chinese tourists

What happened Thailand is coming out on top. Closing 2024 with over 35 million foreign arrivals by December 27, well above its target, the country’s tourism sector generated more than 1.8 trillion Thai Baht ($52.1 billion) in revenue, according to new data from The Tourism Authority of Thailand (TAT). China led the way as the largest source market, with over 6.3 million holidaymakers drawn to Thailand’s renowned cuisine, safety, affordability, and world-class service. As tourism, which contributed 18% of the nation’s GDP pre-pandemic, reclaims its vital economic role, the TAT has reportedly set its sights on attracting 40 million international arrivals this year, prioritizing enhancing safety. The kingdom is also aiming for 9 million Chinese visitors. The Jing Take Thailand is cementing its status as a go-to destination for Chinese tourists, thanks to a favorable exchange rate, relaxed visa policies, and its growing reputation as a luxury hotspot. With a luxury market valued at nearly $5 billion and projected to expand at a 6.15% CAGR through 2028, Thailand is positioning itself as a strong rival to Singapore’s $4.06 billion market, which is forecast to grow more slowly. What sets Thailand apart is its robust local demand for fashion, and savvy partnerships with Thai celebrities which are boosting brand visibility among fans and younger, trend-driven shoppers. Targeted initiatives also boosted appeal among Chinese holidaymakers. Late last year, the TAT doubled down on its appeal to Chinese tourists with its “Nihao Month” campaign, offering promotions and discounts via China’s top travel platforms. World-class infrastructure, high-end shopping malls, and targeted investments in luxury hospitality are further enhancing Thailand’s appeal. Hotels like The Park Hyatt Bangkok, The Mandarin Oriental Bangkok, and Banyan Tree Phuket are tailoring experiences for affluent Chinese guests, providing Chinese-speaking staff and curated itineraries to ensure seamless and personalized stays. Together, these efforts have solidified Thailand’s allure as a premium playground for China’s well-heeled travelers. But can Thailand sustain this tourism momentum in 2025? Efforts are already underway. Tourism and Sports Minister Sorawong Thienthong recently confirmed that the government will roll out an “Amazing Thailand Grand Tourism and Sports Year 2025” campaign, targeting a 7.5% YoY rise in arrivals. Key pillars include attracting affluent travelers through luxury experiences, wellness, and eco-tourism, enhancing convenience with innovative travel routes and digital payment options, leveraging Thailand’s cultural soft power, and prioritizing sustainable practices through its Sustainable Tourism Goal initiative. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Thailand comes out top among Chinese tourists