BANGKOK — Thailand adjusts tourism strategy while taking action against fraudsters
The Thai tourism sector has been facing major challenges since the beginning of the year, especially after the case of Chinese actor Wang Xing, who was deceived by fraudsters and disappeared in Myanmar.
While this case led to a large-scale crackdown on fraud networks, it also had a negative impact on the number of international tourists, especially from China.
Sorawong Thienthong, Minister of Tourism and Sports, acknowledged that the situation has prompted the Thai Travel Agents Association (ATTA) to estimate that the number of Chinese tourists may not reach the targeted 8.5 million in 2025 and could fall below 7 million.
However, he explained that this must be accepted as fighting crime remains a priority.
He also noted that February is usually a time when tourist numbers naturally decline, so the government is not overly concerned. The main focus now is on attracting quality tourists.
Chinese Visitors Will Eventually Return
Sorawong expressed confidence that Chinese tourists will eventually return after the government’s firm crackdown on scam networks. The Prime Minister has also held direct talks with the Chinese government and there will be several joint activities this year, which marks the 50th anniversary of diplomatic relations between Thailand and China. There will be a series of joint activities to mark this occasion.
“The measures taken by the Chinese side assure us that tourists will be better controlled when entering Thailand. I have heard directly from the Chinese side that those who have canceled their trips to Thailand were mainly first-time travelers or, to put it bluntly, zero-dollar travel groups. These groups buy travel packages for as little as 12,000 baht for a 4-night 5-day trip to Thailand, including the flight — a remarkably low price,” Minister of Tourism explained.
Imbalance with Japanese Travelers
He highlighted another concerning trend: the significant drop in Japanese visitors to Thailand. In a historic shift during 2024, the number of Thai tourists visiting Japan exceeded Japanese visitors coming to Thailand for the first time. This imbalance has underscored the urgency for Thailand to develop comprehensive tourism initiatives.
With the launch of the “Amazing Thailand Grand Tourism and Sports Year 2025” campaign, the minister emphasized the need for major events and attractions to draw international travelers back to the country.
“I am confident that we can reach the target of 39 million tourists. The total revenue from tourism is expected to reach 3.5 trillion baht. Every sector is making great efforts to achieve this target,” Sorawong explained.
Landing Fee Is Set to Begin
Regarding the domestic tourism fee for foreign visitors, commonly known as the “landing fee”,” he announced that collection is set to begin in 2025. If the policy is officially announced in March, it could be implemented within 5-6 months, which coincides with Thailand’s peak tourist season at the end of the year.
The fee will remain at 300 baht per person per visit, but will be charged as a fee for multiple entries within a 30-60 day period.
The fee will be integrated into the Thailand Digital Arrival Card (TDAC) system, which will also be linked to the online immigration form TM.6 to provide a seamless one-stop service. The TDAC system is scheduled to be reintroduced on May 1, 2025. Suwong dismissed concerns that the fee could reduce the number of foreign tourists, citing similar practices in other countries.
Eyes 2.4 Million Indian Tourists
At the same time, the Ministry of Tourism is actively recruiting tourists from other countries, especially India.
Jakrapol Tangsuthitham, Deputy Minister of Tourism and Sports, stated that the target for Indian tourists in 2025 is 2.4 million, compared to 2.1 million last year, generating approximately 100 billion baht in revenue from Indian tourists. India is expected to become the third largest source of international visitors to Thailand.
So far, the outlook is positive, between January 1 and February 18, 2025, over 200,000 Indian tourists have already visited Thailand. The Tourism Authority of Thailand (TAT) is working with airlines from both countries to increase the number of flights between Thailand and India, targeting 3.5 million seats in 2025, up from 2.9 million last year.
In addition, marketing campaigns and events will be held throughout the year to encourage Indian travelers to experience Thailand’s rich and memorable tourism offerings.
Jakrapol also pointed out that the average stay of Indian tourists is 6-7 days and they spend an average of 36,000-37,000 baht per trip. If Thailand wants to attract more luxury tourists from India, it needs to implement several strategies, including the development of premium destinations to expand tourism business in different market segments.
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