The tourism industry in Thailand is facing a crisis triggered by public opinion. Adit, the Secretary-General of the Association of Thai Travel Agents (ATTA), recently warned that negative reports about "Chinese gray production" have sparked concerns on Chinese social networks about "whether Thailand still welcomes Chinese tourists," which could have a profound impact on tourism exchanges between the two countries.
Negative Public Opinion Impact: From "Land of Smiles" to "Safety Concerns"
Adit pointed out that since the beginning of this year, Thai media have frequently used sensitive terms such as "Chinese gray production" and "Chinese harm to Thai people." These reports, amplified through Chinese social platforms, have already formed significant negative public sentiment. "We are worried that this will affect the overall impression of Chinese tourists towards Thailand and even affect the relations between the two countries," he emphasized. Despite the Thai tourism police system being equipped with 63,927 regular cameras and 17,000 AI smart cameras, this important information ensuring tourist safety has not been effectively communicated.
The "Symbiotic Relationship" of Tourism between China and Thailand Faces a Test
Data shows that the number of Thai tourists visiting China reached a new historical high of 1.1 million in 2024. Adit warned that if the number of Chinese tourists visiting Thailand decreases in 2025, this "bilateral tourism" beneficial cycle will be broken: "The number of flights will decrease, ticket prices will rise, and the marketing investment of online travel platforms (OTAs) will also shrink." Currently, the Thai tourism industry is already feeling the chill—hotels that were once hard to book and priced at 9,000-10,000 Thai baht are now forced to lower their prices to 5,500 Thai baht to attract customers.
Chinese Market: An Irreplaceable "Lifeline"
Although tourists from long-haul markets such as Europe are beginning to return, Adit candidly stated: "Can other markets replace China? We must admit that the gap in market base is too large, and the number and quality of Chinese tourists cannot be replaced." He explained that even though the per capita consumption of current tourists has increased, the total decline in numbers brings losses that quality cannot compensate for.
Reflection and Solutions in the Midst of Crisis
This crisis has exposed the shortcomings of Thailand's tourism industry in public opinion management and image shaping. Adit calls on the industry to:
Actively resolve negative public opinion and reshape Thailand's safe and friendly tourism image
Enhance the promotion of safety facilities to alleviate the concerns of Chinese tourists
Maintain the mutually beneficial relationship of tourism between China and Thailand, avoiding falling into the vicious cycle of "reduced tourists - reduced flights - soaring prices"
Industry insiders worry that if the public opinion crisis continues to ferment, the Thai tourism industry may face an even more severe "winter." After all, in the critical stage of recovery post-pandemic, losing the support of China, its largest source market, makes any alternative plan seem insufficient.
