Thailand seeks to win back Chinese tourists 'lost to' Vietnam

According to the Association of Thai Travel Agents (Atta), Chinese tourist arrivals are expected to recover to 9 million by 2026, thanks to large groups, subsidies for charter flights and global business events, reinforcing Thailand's image as a safe destination, according to the Bangkok Post .

Atta Chairman Thanapol Cheewarattanaporn said the number of Chinese visitors could increase to 9 million next year, approaching the peak of 10.9 million in 2019, mainly due to the following factors.

Specifically, charter flights will start to increase this year thanks to a 350,000 baht per flight subsidy program, as Atta signed contracts with travel agents in Chongqing, Lanzhou and Hangzhou during a roadshow last week.

This program alone will attract 150,000 Chinese visitors, along with 75,000 visitors from subsidies for the conferences, seminars, incentives and exhibitions segment, which are high-spending audiences.

PHOTO: SCMP

The choice of Bangkok as a destination by major incentive groups will also help restore confidence, especially the Amway 2026 incentive conference taking place in March and April 2026, which is expected to attract 13,000 visitors.

“These large-scale tourist groups from China will play an important role in restoring Chinese tourists’ travel confidence and will help attract more independent tourists back to Thailand,” Mr Thanapol said.

From October 12 to 18, 2026, Thailand is scheduled to host the World Bank Governors Meeting, an international event that could help boost confidence in Thailand's safety, infrastructure and capabilities as a top tourism and business destination, he said.

Adith Chairattananon, honorary secretary-general of Atta, said the momentum from subsidizing charter flights would continue, helping to increase visitor arrivals to Thailand fivefold and generate a total of 1 million tourist arrivals out of the target of 9 million next year.

Zheng Wei, owner of Gansu Junhe Cultural Tourism Company, a major travel agency in Lanzhou, said there was strong interest in subsidies for charter flights.

“We expect the real impact of these measures to be felt starting in November and December. Barring any major negative incidents, Chinese tourism to Thailand could recover to 70-80% of pre-pandemic levels by the end of next year,” he said.

Mr. Zheng believes that Vietnam's emergence is only a temporary replacement based on lower costs, but still lacks quality and appeal compared to Thailand.

"Safety concerns are easing. If Thailand handles this issue well, Chinese tourists will definitely return. Vietnam is not a real competitor due to substandard service. Most Chinese tourists do not return," he said.

The Tourism Authority of Thailand (TAT) and Atta Roadshow in China last week aimed to curb the sharp decline in the Chinese market in the first half of the year.

However, TAT has not yet set a target of 9 million visitors and remains cautious in assessing the situation.