Thailand vs. Japan: The Battle for Chinese Tourists

Thailand hopes to see a surge in arrivals from China—one of its key tourism markets—but these plans are under threat. More and more Chinese travelers are choosing Japan, which benefits from a favorable exchange rate and a reputation for safety. Many reconsidered visiting the Kingdom after the recent abduction of Chinese actor Wang Xing, Bloomberg reports.

In January 2025, Japan welcomed 980,000 visitors from China—more than double the number during the same period in 2024. Meanwhile, Thailand received about 711,000 Chinese visitors. Visa-free competitors like Singapore and Malaysia have also intensified the race for Chinese tourists.

Experts note that Chinese travelers are shifting their preferences due to Japan’s weak yen, low-cost flights, and strong sense of safety. The incident with actor Wang Xing, who came to Thailand for filming, further exacerbated concerns. He disappeared in the border town of Mae Sot and was reportedly trafficked into Myanmar by scammers under the pretense of a job offer. Authorities emphasize that Thai nationals weren’t involved, but fears persist. According to Bloomberg Intelligence, flight cancellations from China to Thailand jumped by 94% last month. Despite efforts to crack down on scams, foreign visitors remain hesitant.

“Security concerns are serious enough for Chinese tourists to think twice before coming to Thailand,”
said Eric Zhu, an analyst at Bloomberg Intelligence, adding that negative news travels faster than official safety updates—making it harder to repair the Kingdom’s image.

Given the rising travel numbers to Japan and competition in Southeast Asia, Thailand may not even meet the lower end of its target—8.8 million visits from China. If trends continue, the figure could fall to 7.5 million. Still, there are signs of recovery. According to China Trading Desk, bookings for April and May are up more than 3%.

“Fear has eased, but Thailand is still far from its 2019 levels,”
noted CEO Subramania Bhatt.

In the meantime, the Thai government continues to implement its long-term tourism strategy. By the end of 2025, it plans to introduce a 300-baht ($9) tourism tax for foreigners arriving by air, and a one-time fee for those entering by land or sea. Tourism and Sports Minister Sudawan Wangsuphakijkosol insists that the tax won’t deter visitors and that part of the revenue will support infrastructure development and emergency services. However, industry representatives fear the measure could become an additional barrier.

As of December 2024, Thailand welcomed 32.7 million foreign tourists, generating 1.5 trillion baht ($43 billion) in revenue. The largest source markets were China (6.3 million) and Malaysia (4.6 million), followed by India (1.9 million), South Korea (1.7 million), and Russia (1.5 million).

While the Kingdom has yet to hit its targets, the government is promoting its "Amazing Thailand – Year of Tourism and Sports 2025" campaign, aiming for 40 million international visitors and 2.8 trillion baht ($81.7 billion) in revenue. The focus is on premium travel, halal tourism, improved infrastructure, and destination diversification. According to Thai Hotels Association President Marisa Sukosol Nunbhakdi, the visa waiver and marketing efforts are already showing results, pushing hotel rates in Pattaya up by 20%.

Experts stress the need to decentralize the country's tourism map.

“Even Thais now prefer Japan over Phuket,”
said THA President Thienprasert Chaiyapatranun, urging authorities to promote lesser-known destinations to attract a wider range of travelers. For now, forecasts remain uncertain. While overall tourism is expected to grow, Thailand faces a tough battle for Chinese travelers.