Bangkok, May 2, 2025 – Prime Minister Paetongtarn Shinawatra took to social media today to address growing concerns over Thailand’s struggling tourism sector, acknowledging that the country’s ambitious 2025 tourism goals are falling short.
In her post from Government House, the Prime Minister cited a combination of external and internal challenges, including global economic uncertainties, regional instability, and domestic issues such as safety rumors impacting Chinese tourist arrivals and the aftermath of a recent earthquake. She called for an urgent meeting with the Minister of Tourism and Sports to devise strategies to help the sector, stating the need for innovative campaigns to stimulate tourism during the low season.
Thailand’s tourism industry has faced big hurdles in 2025. The government initially set a lofty target of 3.5 trillion baht (approximately $106 billion) in total tourism revenue, with 2.32 trillion baht expected from 39 to 40 million international visitors and 1.17 trillion baht from 203 million domestic trips. However, recent figures indicate a shortfall, with only 10.7 million international arrivals recorded from January 1 to April 13, 2025—a modest 0.94% increase compared to the same period in 2024.
The Prime Minister’s statement highlighted the critical role of tourism, which accounts for roughly 12% of Thailand’s GDP and nearly a fifth of its jobs. “From the latest tourism situation, the numbers are still not on target, which comes from many factors,” she wrote. “All of these are challenges that the government must continue to solve and find measures to cope with.”
Among the external factors, Paetongtarn pointed to the global economic slowdown, which has dampened travel demand worldwide. Regional instability, particularly following a earthquake originating in Myanmar on March 28, 2025, has further dented confidence in Thailand’s tourism sector. The quake, which caused a building collapse in Bangkok, contributed to a dip in visitor numbers during the Songkran festival, a peak travel period.
Internally, Thailand has grappled with safety concerns that have disproportionately affected its largest inbound market: Chinese tourists. In early 2025, the high-profile kidnapping of Chinese actor Wang Xing near the Thai-Myanmar border sparked widespread fears on Chinese social media, leading to cancellations ahead of the Lunar New Year holidays. This incident, coupled with a crackdown on call center scams involving Chinese nationals, has bruised Thailand’s appeal. Chinese arrivals in the first quarter of 2025 totaled 1.33 million, a 24% year-on-year decline, prompting the government to revise its 2025 target for Chinese visitors from 8 million to 6.7 million, matching 2024’s figures.
In response to these challenges, Prime Minister Paetongtarn has urged the Ministry of Tourism and Sports, led by Minister Sorawong Thienthong, to prioritize reaching 2 trillion baht in international tourism revenue—a benchmark achieved in 2019, Thailand’s record-breaking pre-pandemic year with 39.8 million arrivals. “The government must continue to solve and find measures to cope with these challenges,” she stated, signaling a shift toward attracting higher-spending tourists to offset the decline in volume.
The “Amazing Thailand Grand Tourism and Sports Year 2025” campaign, launched in October 2024, remains a big part of this strategy. The initiative promotes Thailand’s cultural heritage, lesser-known “Hidden Gem Cities,” and year-round appeal, with tailored promotions for diverse markets. Paetongtarn stressed the need for campaigns during the low season, such as the rainy season, to attract visitors from arid regions seeking cooler climates.
The government is also exploring alternative markets to compensate for the shortfall in Chinese visitors. The Tourism Authority of Thailand (TAT) has organized roadshows in secondary Chinese cities and events like the “Amazing Thailand Festival” in Bhutan to tap into emerging markets. Additionally, efforts are underway to attract high-value tourists from Europe and the Middle East, known for longer stays and higher spending.
To address safety concerns, Paetongtarn has prioritized restoring confidence among Chinese tourists. Following the Wang Xing incident, she ordered enhanced security measures and released AI-generated videos in Mandarin reassuring visitors of Thailand’s safety protocols. During a February 2025 visit to China, she discussed cross-border scam operations with President Xi Jinping, seeking to boost bilateral cooperation on tourist safety.
Infrastructure improvements are also underway to support the tourism push. Thailand is streamlining visa processes, introduced an online Arrival Card, the TDAC, and upgrading aviation infrastructure to accommodate 250 million passengers annually.
