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Thailand losing appeal to Chinese tourists despite a gain in numbers from last year as Vietnam rises
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Chinese holidaymakers are cooling on Thailand as scam fears and rising costs send more travellers towards Vietnam. The kingdom now expects 5.1 million arrivals in 2026, far below earlier targets and less than half its pre-pandemic peak.
Key facts
- Thailand expects 5.1 million Chinese arrivals but remains far below its pre-pandemic market peak
- That total represented 13.8% growth from the corresponding 2025 period
- Across the Chinese outbound market, trip numbers should still rise 7% from 2025
- Chinese holidaymakers are cooling on Thailand as scam fears and rising costs send more travellers towards Vietnam
- The travel data firm forecasts destination spending of around $258 billion
- Significantly, both projections are almost 3% below estimates issued in June
Summary
Thailand’s grip on China’s vast tourism market is slipping as safety fears drive holidaymakers towards fast-rising Vietnam. The kingdom now expects only 5.1 million Chinese arrivals, less than half its 2019 total. Meanwhile, Vietnam’s foreign tourism market is surging 13.8%, while Thailand’s contracts despite retaining a narrow lead. The battle is intensifying as China’s weakening economy leaves travellers choosier about safety, prices and value.
Thailand is losing ground among Chinese holidaymakers as safety concerns and stronger regional competition reshape Asia’s outbound tourism market. Chinese travellers will make fewer overseas trips during late 2026 than forecasters previously expected. China’s weak economy has made households more selective about destinations, prices and value. Yet demand remains above pre-pandemic levels.