Thailand’s tourism ambitions to attract more Chinese travellers took centre stage at the PATA Knowledge Forum last week, where speakers examined how the country could strengthen its appeal and draw more Chinese visitors.
During the Capturing the Imagination of Chinese Travelers: Thailand’s Path to Excellence panel session, Ji Xiaodong, chairman, China Chamber of Tourism, noted that Chinese travel profiles have shifted post-lockdown.
Chinese visitors are increasingly travelling as FITs instead of in large tour groups, seeking customised trips beyond standard itineraries, noted Ji, adding that many are now willing to pay a premium for immersive, in-depth experiences that provide a stronger sense of connection with local culture and communities.
At the same time, Chinese travellers are becoming highly digital-savvy, relying heavily on AI tools, social media platforms, and online research when planning their trips.
As such, Thailand’s tourism operators must adapt quickly by aligning products, services, and marketing strategies to meet these new travel profiles, Ji emphasised.
Xiaolong Yang, counsellor (cultural affairs), Embassy of the People’s Republic of China in the Kingdom of Thailand said Thai authorities should also pay closer attention to the physical aspects of safety, ranging from pedestrian crossings in Bangkok to water sports activities at popular tourist destinations.
He believed that by strengthening safety measures, ensuring proper regulation of tourism activities, and providing clear guidance for tourists, Thailand can build greater confidence among Chinese travellers, many of whom view safety as a decisive factor when choosing where to travel.
He also pointed out that recent cross-border conflicts have also heightened concerns among some Chinese travellers when considering Thailand as a holiday destination.
Jason Wang, CEO of the Global Tourism Economy Forum and executive director of the Global Tourism Economy Research Centre, opined that rebuilding Thailand’s image as a safe destination for Chinese travellers cannot be achieved overnight. Outlining measures, he urged Thai authorities to take immediate action against criminal activities, particularly cross-border activities.
Wang also emphasised the importance of treating foreign visitors fairly, noting that practices such as overcharging by public transport operators harm the country’s reputation.
He suggested using technology to improve safety communication, for example, developing mobile IT support in Chinese that could instantly notify the Chinese embassy or local Thai police in an emergency.
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