BANGKOK — Thailand’s tourism industry is seeing a surge in confidence following the state visit of King Maha Vajiralongkorn and Queen Suthida to China, which drew “100% positive” feedback from Chinese partners, a senior Tourism Authority of Thailand official said Tuesday.
Phattaranong Na Chiangmai, TAT’s deputy governor for Asia and South Pacific markets, said the royal visit helped reinforce long-standing ties between the two countries and boosted goodwill at both the government and public levels.
Chinese travel agencies have reported stronger sales of Thailand tour packages and a rise in inquiries, she said. Negative news about Thailand circulating in China early this year has largely disappeared, and officials expect the trend to continue, especially as Chinese leaders prepare to visit Thailand — a development that has helped lift sentiment on Chinese social media.
TAT plans to build on the momentum through campaigns highlighting Thai-Chinese cultural ties under the theme “Not Distant, Like Siblings.” The agency will promote cultural tourism routes, Thai-Chinese communities, Thai cuisine with Chinese roots and Thai textiles, while developing new tour packages in partnership with online travel agencies.
Tourism operators also met with Prime Minister Anutin Charnvirakul to discuss ways to strengthen the sector, after data showed a slowdown in arrivals from some countries.
Anutin said the drop was not due to problems with Thailand’s readiness or tourism quality but to internal policies in certain countries that have affected outbound travel.
Tourism and Sports Minister Atthakorn Sirilatthayakorn said the industry faces multiple challenges in 2025, including rising regional competition. While domestic and long-haul markets remain strong, short-haul travel from East Asia and ASEAN has weakened despite Thailand’s status as one of Asia’s top destinations.
He said Thailand’s strengths — its value for money, diverse experiences and welcoming reputation — are increasingly affected by higher costs and structural hurdles. Meanwhile, neighboring countries are moving quickly to innovate and improve their tourism infrastructure.
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