Source: Prepared by HS-TECH based on the data from https://www.mots.go.th/news/category/806

Japan

Gradual & Cautious Recovery Unlike the explosive return seen in some markets, Japan’s recovery has been slow and steady. Post-pandemic numbers (from late 2022 into 2023) show a consistent upward trend, but the total volume remains significantly lower than the 2019 peaks. Japanese travelers have returned at a rate of roughly 50-60% of pre-COVID levels, likely dampened by the weak Yen which has made overseas travel more expensive.

 

China

Delayed but Explosive Spike China’s trend is characterized by a "late start." Comparison shows near-zero travel throughout 2022 due to extended lockdowns. However, the data reveals a sharp, vertical spike in early 2023 immediately following the reopening of borders. Despite this rapid growth rate, the absolute volume has not yet fully reclaimed the dominant #1 position it held in 2018-2019, showing a steep recovery curve that is still in progress.

 

India

Rapid & Robust Resurgence India distinguishes itself with a powerful "V-shaped" recovery. While East Asian neighbors lagged, Indian arrivals surged almost immediately after restrictions eased in 2022. By early 2023, monthly volumes were already closing in on pre-pandemic (2019) levels, driven by strong organic demand and improved flight connectivity. India has thus emerged as a "standout" market, recovering far faster than Japan or China.

 

To revitalize tourism from China, the Thai government has implemented the following key strategies:

1. Permanent Visa Waiver: Starting March 1, 2024, Thailand and China entered a mutual permanent visa-exemption agreement. This allows Chinese citizens to stay for up to 60 days without a visa, significantly reducing the cost and effort of travel compared to pre-pandemic requirements.

2. "Nihao Month" and Targeted Promotions: The Tourism Authority of Thailand (TAT) launched campaigns like "Nihao Month" (Sept–Dec 2024) to coincide with China’s National Day and Golden Week. They partnered with major Chinese platforms like Trip.com and Huawei to offer special discounts and tailored travel packages.

3. Enhanced Safety Measures: To counter safety concerns fueled by Chinese social media and viral films (e.g., No More Bets), the government introduced "Smart Safety" initiatives. This includes deploying AI-driven security at major airports and establishing a 24-hour emergency call center specifically for foreign tourists.

4. Geopolitical Reassurance: In high-level meetings, the Thai government reassured Beijing of its commitment to tackling transnational crime. Crucially, officials pledged to oppose the legalization of casino resorts to win favor and address concerns about illegal gambling-related activities.

5. Flight Connectivity: The government has incentivized airlines to increase flight frequencies between major Chinese cities and Thai destinations like Bangkok, Phuket, and Chiang Mai to lower airfares.