An Analysis of the Chinese Tourist Market in Thailand 2024
- August 25, 2025
- 2:18 pm
7.0 M
2024 Tourist Forecast
63%
Recovery Rate vs 2019 (11.1M)
28% → 19%
Market Share Decline (2019 vs 2024)
Recovery Status: A Year of Contradictions
Although Chinese tourists reclaimed the #1 spot in volume in 2024, the recovery rate compared to the pre-COVID era remains slow. Thailand is also losing significant market share to competitors, reflecting underlying structural challenges.
Chinese Tourist Arrival Trends (in Millions)
Market Share Evolution
Competitive Landscape: No Longer the Only Choice
Thailand faces fierce competition from neighboring countries, especially Japan, which benefits from a weak yen, and Vietnam, which champions value for money. This has resulted in Thailand’s recovery rate lagging significantly behind its rivals.
Chinese Tourist Recovery Rate vs 2019 (First 5 Months of 2024)
The New Chinese Tourist: From "Shopping" to "Content Creation"
The behavior of Chinese tourists has completely transformed. The market is now driven by Free Independent Travelers (FITs)—a younger, digitally-savvy generation seeking unique experiences to create content for social media.
Tourist Segment Breakdown (FITs vs Group Tour)
6 Key Motivations for FITs
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Content Creators: Seeking authentic local experiences to tell a story.
🎬
Pop-Culture Followers: Traveling for music festivals or film locations.
🍜
Foodies: Savoring everything from street food to Michelin-starred meals.
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Wellness Seekers: Using medical services, spas, and traditional massage.
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Edu-Tourists: Sending children to cultural summer camps.
🙏
Faith & Fortune Seekers: Visiting sacred sites for blessings and good fortune.
Digital Ecosystem: The Traveler's Decision Space
The entire travel decision-making process—from inspiration to booking and payment—now occurs on Chinese digital platforms. Traditional marketing is no longer sufficient.
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Inspiration
Xiaohongshu, Douyin
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Booking & Planning
Ctrip, Fliggy
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Payment
Alipay+, WeChat Pay
The Traveler's Map: Popular Destinations
While major cities remain central, secondary cities and niche attractions are gaining popularity, catering to travelers seeking unique, content-worthy experiences.
Top Major Cities
- Bangkok
- Phuket
- Chiang Mai
- Koh Samui
- Pattaya
Rising Secondary Cities
- Ayutthaya (History)
- Krabi (Adventure)
- Chiang Rai (Art)
Popular Activities
- Renting Thai costumes for photos
- Food tourism & street food tours
- Cooking/Muay Thai classes
- Wellness retreats (Spas)
The Path Forward: Strategic Recommendations
Sustainable growth requires a strategic shift from “quantity” to “quality.” This demands collaboration across all sectors to rebuild confidence and develop products that meet the needs of the new market.
Public Sector
- Proactively manage safety image
- Targeted digital marketing campaigns
- Support new flight routes to secondary cities
Private Sector
- Adapt products for the FIT market
- Integrate into China’s digital ecosystem
- Elevate quality and compete on value
Collaboration
- Jointly develop new tourist routes
- Create a “China-Ready” standard
- Empower SMEs for digital transformation