Thailand's continued upward trajectory in the tourism industry has stuttered, provoking concern among hoteliers and other businesses.
Not only are there no positive factors supporting growth, but negative influences are compounding, The Nation newspaper in Bangkok reported.
The Ministry of Tourism and Sports reported the number of foreign tourists between January 1-May 11 this year stood at 12,948,032 - a decrease of 1.04% compared to the same period last year.
But the growing strength of the Thai currency - making Thailand more expensive for visitors - as well as competition from several other Asian destinations is provoking concern, particularly a drop in visitors from China.
Thienprasit Chaiyaphatranan, president of the Thai Hotels Association (THA), has reported that most hoteliers expect a year-on-year decline in international guests in the traditional quieter second quarter of the year, especially in the central and southern regions. Around 25% of respondents expect the number of Chinese tourists to drop by more than 30%.
The average hotel occupancy rate in April 2025 was 63%, down from the previous month, in line with that drop in international arrivals, especially from China.
Chinese travellers are reportedly concerned about safety issues in Thailand.
But Thienprasit added that tourism in April remained vibrant, largely due to the Songkran Festival, which attracted both Thai and international tourists.
“At the same time, regional competitors like Vietnam and Malaysia are aggressively promoting tourism, offering incentives, cutting costs, and adjusting policies to attract more visitors,” he said.
The Tourism Authority of Thailand (TAT) this week unveiled 12 travel campaigns tailored to a variety of lifestyle subcultures, aimed at boosting domestic tourism during the green season to counter falling international visitation.
But the Pattaya Mail has reported industry concerns about rising costs and reduced spending power among tourists who do visit Thailand and negative publicity, particularly after the high-profile kidnapping of a Chinese actor.
Our Thai correspondent also points out assaults on foreign tourists by locals have generated adverse publicity.
Image: Phuket: Nelly Lo.scopio.com
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