The Incredible Revival: Chinese Travelers Flock to Thailand for Unforgettable Holidays!

Thailand's stunning beaches, bustling shopping areas, and intricate temples are experiencing a resurgence in tourist activity, with Chinese vacationers receiving a particularly privileged reception through a newly introduced visa-free program.

In a determined effort to revive the nation's economy, Prime Minister Srettha Thavisin, who recently assumed office, has unveiled a visa-free policy exclusively for Chinese and Kazakh tourists. This policy will be in effect from September 25 to February 24 of the following year, emphasizing the integral importance of revitalizing Thailand's tourism industry.

The policy was timely as it coincided with China's "Golden Week" holiday period, which is centered around National Day on October 1.

This year's Golden Week aligns with the Mid-Autumn Festival, resulting in a 10-day travel rush from September 29 to October 8. It is also one of the initial holiday periods since the Covid-19 pandemic began, allowing unrestricted travel for people from China.

The visa-free policy that took effect on Monday welcomed Chinese visitors arriving from Shanghai at Bangkok's airport, where Sretta and tourism ministers handed out gifts to greet them. "We believe that this initiative will significantly boost the economy," declared Sretta to the reporters.

We aim to promote additional visits from Chinese tourists, not only in popular cities such as Chiang Mai, Bangkok, Pattaya, and Phuket. It is the Thai government's aspiration to see travelers explore smaller towns, prolong their stay, and enhance their expenditure.

Beijing's Foreign Minister Wang Wenbin expressed gratitude for the warm reception China received this week during a press conference on Tuesday. In 2019, China held the distinction of being Thailand's primary tourist supplier, as nearly 11 million visitors, constituting over 25% of international arrivals, flocked to the Southeast Asian nation. However, the global tourism industry experienced a severe downturn due to the Covid-19 pandemic.

Those figures present a stark disparity compared to the statistics for 2023. Data from the Tourism Authority of Thailand reveals that only 2.2 million Chinese tourists visited the country from January to September 10 of this year.

Thai Prime Minister Srettha Thavisin greeted travelers on the first day of the government's visa-free scheme for Chinese tourists.

Peerapon Boonyakiat/SOPA Images/LightRocket/Getty Images

Southeast Asian countries had high expectations for a revival of international travel to rejuvenate their tourism industries after the pandemic closures. Their optimism was reinforced by China's relaxation of travel restrictions in early 2023. However, due to a sluggish Chinese economy, a depreciating yuan, and bleak unemployment statistics, regional travel hubs were compelled to lower their expectations and prepare for a prolonged recovery period.

Gary Bowerman, the founder of Check-in Asia, a research and marketing company specializing in tourism, emphasized that the visa-exemption strategy establishes the precedent not only for the busy Golden Week peak seasons but also for the upcoming Christmas and Lunar New Year holidays. Bowerman acknowledged that the competition among countries to attract Chinese tourists is becoming increasingly fierce, necessitating the need to simplify the process as much as possible.

Traveling by the millions

Last year, China imposed restrictions on citizens' leisure travel overseas due to the Covid pandemic. As a result, domestic tourism experienced a significant surge.

However, despite the current economic challenges, individuals with the means to do so are progressively seizing the chance to embark on brief journeys abroad as a means of temporary respite.

One of the individuals is a tech worker named Huang. Huang, who is active on Xiaohongshu (China's equivalent of Instagram), informed CNN that during the previous October holiday, she embarked on a road trip to the western part of Sichuan province. However, for this year's holiday, she plans to fly to Thailand for a thrilling surfing adventure.

"I've visited Thailand before, but what I'm most excited about this time is experiencing surfing. I have yet to discover how the waves are in Thailand, and I'm also looking forward to exploring new destinations," Huang expressed.

According to Trip.com, outbound international travel bookings have surged by nearly 20 times compared to the same holiday period last year. Trip.com, which operates China's largest travel booking platform, Ctrip, reported this data.

During September 2022, over 70 major cities in China were placed under coronavirus lockdowns, affecting around 300 million individuals.

Following the announcement of the visa-free scheme on September 13, hotel bookings for Thailand experienced a substantial surge of 6,220% compared to the same period last year, according to Trip.com. Thailand is expected to become the top choice for Chinese travelers heading abroad, closely followed by South Korea, Malaysia, Singapore, Australia, and the United Kingdom.

During the Golden Week period, it is estimated that more than 21 million passengers will fly within China, including an average of 17,000 daily outbound international flights and 14,000 domestic flights, as stated by Jin Junhao, a deputy director at the Civil Aviation Administration of China, during a press conference.

During the 12-day travel rush from September 27 to October 8, China Railway predicts that approximately 190 million railway trips will be made, as trains continue to serve as a popular means of transportation for domestic travel to various remote destinations within China.

The number of trips made during the same holiday last year has more than doubled, surpassing even the figures from 2019 before the pandemic. Nevertheless, China's outbound international flight capacity remains approximately 50% lower than other countries, and international flight fares are significantly higher compared to 2019 due to limited capacity, according to Joanna Lu, head of consultancy for Asia at Ascend by Cirium.

Chinese tourists pray in front of Thai dancersat the Erawan Shrine in Bangkok, Thailand on September 22, 2023.

Anusak Laowilas/NurPhoto/Getty Images

In the wake of the pandemic, traveler behavior has shifted. Dr. Wolfgang Georg Arlt, CEO of the China Outbound Tourism Research Institute (COTRI), states that Chinese travelers seeking international experiences now prioritize affordability alongside new adventures.

"There has been a shift in mindset as individuals now prioritize obtaining value for their money," he stated.

Additionally, he highlights that individuals with disposable income will not only travel for leisure purposes but also aim to incorporate business, health, education, and family activities into their trips.

Rumors, film complicate efforts to lure back tourists

Prior to the announcement of the visa-free policy this month, Chinese tourists had been slow to return to Thailand.

China, previously a key contributor to Thailand's tourism industry, was notably absent from the top source markets for tourists in the first seven months of 2023, as per data released by Thailand's Ministry of Tourism and Sports in August. These findings have posed challenges for Thailand's efforts to regain this profitable market, as social media users in China expressed concerns about traveling to Thailand due to rumors suggesting the possibility of being kidnapped and forced to work in fraudulent operations across the border in Myanmar or Cambodia. These allegations were further fueled by the release of the suspenseful film "No More Bets," which depicts a fictional Southeast Asian country where individuals are enticed into working in deceptive factories.

Last month, a hashtag on Weibo, which translates to "why people are hesitant to travel to Thailand," gained 420 million views and became a trending discussion topic on the popular social media platform. Some of the users expressed their fears of falling into scam factories, while others complained about the lengthy visa process during that time. In response to these concerns, Sisdivachr Cheewarattanaporn, the president of the Thai Travel Agents Association, stated that the Thai government aims to regain the trust of Chinese consumers. He clarified that the rumors were false and that these illegal activities were occurring in neighboring countries such as Myanmar and Cambodia, not in Thailand.

Despite the sluggish arrival numbers earlier this year, Thailand's tourism industry remains optimistic about a surge in Chinese travelers during the upcoming holiday periods. "While it may not have reached 100% yet, the situation is improving and tour companies have prepared themselves," stated Sisdivachr.