Bangkok, Pattaya, Rayong, Ayutthaya, and Nakhon Pathom Gets Barged in with New Army from China: How?

Friday, May 23, 2025

Thailand has launched a major tourism initiative aimed at reviving its struggling travel sector by inviting 500 Chinese army. But this army is comprised of travel agents and media representatives to visit key destinations including Bangkok, Pattaya, Rayong, Ayutthaya, and Nakhon Pathom. This large-scale familiarisation trip, scheduled for late May, is part of the country’s broader strategy to counter a 32% drop in Chinese arrivals and reposition itself as a preferred destination in Asia. By showcasing its cultural and leisure attractions firsthand, Thailand hopes to boost Chinese tourist numbers, encourage business partnerships, and regain competitiveness against rising regional contenders such as Vietnam, Malaysia, and Japan. Tourism experts following the developments in Thailand were pointing to broader patterns of regional shifts. It was understood that the Tourism Authority of Thailand (TAT) had begun categorizing short-haul markets into four distinct groups based on performance and outlook. Observers noted that this segmented approach reflected a broader strategic shift in how tourism authorities across Asia were adapting to volatile market conditions.

China, Hong Kong, Vietnam, and South Korea were said to be in the group facing the most contraction. Meanwhile, Malaysia and Taiwan were believed to belong to the stable-but-fluctuating category. Despite not showing clear growth, these markets reportedly held potential, especially where increased accessibility through land or rail travel—such as from Malaysia—could encourage visits.

Japan was viewed by Thai tourism authorities as a promising growth area. There was a stated intention to particularly appeal to younger Japanese travelers, in part due to their evolving travel interests and increasing economic mobility. It was implied that youth-focused campaigns could yield long-term benefits by establishing Thailand as a lifestyle and adventure destination.

The Philippines, India, and Australia were said to be in the most dynamic category, with year-on-year growth rates already recorded at 32%, 16%, and 16%, respectively. The ability of these markets to deliver consistent gains made them important to Thailand’s broader tourism strategy.

International analysts following these trends began advising other Asian tourism boards to adopt similarly granular segmentation models to better respond to fluid global travel behaviors and market-specific challenges.

Targeted Travel Segmentation and Visitor Spending

Those within the tourism research community noted that the TAT’s reporting on spending patterns provided valuable insight into Chinese tourist behavior. According to their data, each Chinese traveler was believed to spend an average of 5,300 baht per day during their visit to Thailand, with most trips lasting between five and six days. Experts explained that this data was central to measuring economic contribution beyond mere headcounts.

Forecasting models were adjusted based on projections that the short-haul tourism segment would constitute approximately 70% of all international visitors to Thailand in 2025. This segment was expected to generate around 61% of total tourism revenue. Given these numbers, market researchers argued that short-haul tourism remained critical for Thailand’s immediate economic recovery and long-term sustainability.

Additionally, regional strategists pointed out that these statistics supported the TAT’s decision to focus its attention on familiarisation initiatives like “Sawasdee Nihao.” Encouraging visits from China, the largest source market, was considered pivotal to boosting the bottom line of Thailand’s tourism sector.

Campaigns and Charter Plans for Market Revival

Tourism policymakers in Thailand were reportedly considering complementary strategies to enhance the impact of the May campaign. These included proposed subsidies for online travel agents and government-backed incentives for chartered flights originating from second-tier Chinese cities. Experts viewed these proposed actions as necessary support mechanisms for attracting wider tourist demographics.

In fact, stakeholders pointed to the example of a major Chinese wholesale tour company that had, just the previous month, sent over 500 travel agents to scout Thai destinations. Their presence was interpreted as a signal of strong underlying interest in expanding tour package sales to Thailand. That company, it was noted, operated five offices across China and was already running city-specific promotions to appeal to segmented consumer groups.

Commentators across the travel sector saw this as further evidence of demand resilience in China. Although numbers had dropped, Chinese consumers were still willing to travel provided safety concerns were addressed and travel packages remained attractive.

This led several tourism industry experts to argue that Thailand might not only meet but potentially exceed the revised arrival forecasts, reaching between 6.9 million and 8 million Chinese tourists by year’s end—well above the originally feared 5 million under worst-case modeling.

Five Routes, 500 Voices: Campaign Execution

The event, scheduled from May 29 to May 31, was designed to be both wide-ranging and deeply immersive. The Tourism Authority of Thailand had extended invitations to over 300 Chinese travel agents and 200 media professionals, thereby ensuring both commercial impact and widespread publicity. Commentators noted the unusual scale of the effort and its clear intention to influence both travelers and storytellers.

The campaign itinerary included a mix of business and leisure experiences. Observers highlighted that the initiative would begin with a trade meeting, bringing together 500 Thai tourism businesses for direct negotiations and partnerships with their Chinese counterparts. It was anticipated that this format would lead to more than 5,000 business agreements.

The opening ceremony was expected to be a high-profile affair, involving the Thai Prime Minister, the Tourism Minister, and the Chinese Ambassador. Political analysts interpreted this as a sign of the Thai government’s strong commitment to rebuilding tourism ties with China.

Attendees were to be divided into smaller groups for exploratory tours. While agents were set to visit destinations such as Rayong, Pattaya, and Bangkok, the media contingent would be split across five curated routes covering Bangkok, Ayutthaya, Rayong, Nakhon Pathom, and Pattaya.

This combination of cultural immersion and commercial exchange was widely viewed by industry professionals as a textbook example of destination marketing in the post-pandemic world.

Sector Collaboration and Private Investment

It was widely observed that the private sector in Thailand had thrown its weight behind the event. The Association of Thai Travel Agents, in collaboration with hotels and airlines, was reported to be heavily involved in execution. This level of collaboration was said to reflect an understanding that tourism revival required united action.

One especially telling example was noted when some Chinese agencies reportedly booked an additional 100 seats using their own funds, allowing more of their employees to participate in the trip. Industry insiders interpreted this not only as a mark of goodwill but also as a sign that Chinese agencies saw tangible value in Thailand’s destinations and were willing to invest accordingly.

This proactive behavior was seen by analysts as a hopeful sign. It indicated that despite market uncertainty, private enterprises on both sides were still motivated to forge deeper partnerships.

Sawasdee Nihao: A Message to the Market

Travel authorities in Bangkok made it known that the “Sawasdee Nihao” initiative was specifically created to counteract a sharp decline in Chinese tourist arrivals. According to Pattaraanong Na Chiangmai, the TAT’s deputy governor for international marketing in Asia and the South Pacific, Chinese visitation had dropped 32% year-on-year. The overall short-haul market, she noted, had experienced a 9% annual decline.

Pattaraanong attributed the downturn to several overlapping causes. Chief among them was the perception of Thailand as an unsafe destination, compounded by broader global economic uncertainty. Additional competition from other Asian nations, especially those emerging as aggressive tourism players, further strained Thailand’s appeal.

For instance, tourism professionals noted that Vietnam had attracted a record 6 million foreign visitors during the first quarter of 2025. This marked a 29.6% rise from the previous year, with Chinese arrivals alone increasing by 78%. The contrast between Vietnam’s surge and Thailand’s slump was seen as a call to action for Thai tourism strategists.

In this context, the Sawasdee Nihao campaign was seen not just as a promotional event but a necessary lifeline. Pattaraanong revealed that its impact would be evaluated over one month to determine whether it could help Thailand avoid the worst-case projection of just 5 million Chinese visitors for the year—a steep drop from the 6.7 million who had visited in 2024.

Reassessing the Chinese Market

With mounting concern about the health of the Chinese tourism market, the Thai government had turned its attention to rebuilding confidence and interest. The large-scale familiarisation trip was conceived as a way to reintroduce Thailand’s travel experiences directly to influential agents and media representatives in China.

TAT officials made it clear that the campaign was not just about showcasing beaches and temples. It was an effort to reshape perception, rebuild partnerships, and stimulate demand through firsthand experience.

Pattaraanong Na Chiangmai emphasized that restoring visitor confidence required bold, coordinated action, especially from both government bodies and the private sector. She expressed hope that this initiative, alongside auxiliary campaigns like the promotion of charter flights, could help stabilize the market and reignite growth.

A Sector on the Edge of Transformation

By the end of May 2025, Thailand’s tourism industry stood at a critical juncture. A multi-stakeholder campaign had been launched with the hope of turning around what had been a disheartening trend in Chinese visitor numbers. Analysts pointed out that success would depend not only on the scale of this specific effort but also on the agility of the sector in responding to traveler concerns, competitive threats, and regional trends.

Global tourism professionals were watching closely, seeing Thailand as a test case for how traditional tourism giants could adapt to a new era of post-pandemic travel characterized by heightened expectations, safety concerns, and fast-changing consumer behavior.