China has reemerged as Thailand’s most powerful tourism engine, surpassing Russia, South Korea, Malaysia, India and other key markets with more than five million visitors and sharply higher spending on shopping, accommodation and local attractions, according to the latest data and projections from Thai authorities and industry analysts.
China Regains the Lead in Visitor Numbers
After two years of uneven recovery and intense regional competition, Chinese travelers are again setting the pace in Thailand, with tourism officials reporting that total arrivals from China have crossed the five million mark over the latest 12-month cycle. Provisional data from the Ministry of Tourism and Sports and the Tourism Authority of Thailand indicates that cumulative Chinese arrivals in late 2025 and early 2026 have moved decisively ahead of other major source markets, reversing a period in which Malaysia briefly topped the table.
In 2025, several mid-year snapshots showed Malaysia ahead of China by a narrow margin, with each market sending just over 3 million travelers. By the end of the year, however, additional charter capacity from second-tier Chinese cities, a series of targeted marketing campaigns and improving economic sentiment on the mainland helped push Chinese arrivals beyond the five‑million threshold on an annualized basis, lifting them past Russia, South Korea, India and Malaysia in absolute visitor numbers.
The shift is particularly striking given that Thailand’s total international arrivals have been under pressure. Between January and August 2025, foreign visits fell about 7 percent compared with the previous year, and the first weeks of 2026 have also trended lower year on year. Within that softer backdrop, the outperformance of China relative to other markets highlights how decisive Chinese demand has become for hotels, airlines and tour operators that rely on volume to keep occupancy and load factors at sustainable levels.
Industry executives say the composition of Chinese demand is also changing. While traditional group tours have returned on popular Bangkok–Pattaya and Bangkok–Phuket routes, there has been a notable rise in independent travelers and small family groups booking multi-destination itineraries that combine major cities with secondary coastal and cultural hubs. This diversification in travel patterns is reinforcing China’s lead by spreading arrivals more evenly across seasons and regions.
Spending Power Outpaces Headcounts
If raw visitor numbers underscore China’s importance, spending data tells an even more consequential story. Despite accounting for a smaller share of total arrivals than before the pandemic, Chinese tourists remain Thailand’s highest-spending international segment on a per-trip basis. Recent figures compiled in Bangkok show that Chinese visitors now contribute a disproportionately large share of tourism revenue relative to their 14 to 18 percent share of arrivals.
Analysts tracking card transactions and tour operator receipts report robust growth in outlays on shopping, accommodation, local transport and curated experiences. Chinese guests are trading up from budget city hotels to midscale and upscale properties in Bangkok, Chiang Mai and resort destinations, driven by pent-up demand and a focus on value rather than the lowest possible price. Average daily room rates in popular Chinese corridors such as Ratchaprasong in Bangkok and Patong in Phuket have risen notably on the back of this shift in mix.
Shopping remains a cornerstone of Chinese travel behavior, but baskets are evolving. While mass cosmetics, snacks and souvenirs are still common, retailers in central Bangkok and major malls report that more Chinese visitors are gravitating toward premium local brands, designer labels and Thai wellness products. That trend has helped offset weaker spending by some Western and regional travelers hit by currency fluctuations and slower economic growth at home.
Local attractions are also benefiting from higher per-capita spending. Theme parks, river cruises, culinary tours and cultural shows targeting Chinese-language audiences have reported strong bookings, even as overall foreign arrivals soften. Operators note that Chinese guests are more willing than before to pre-book experiences and pay for add-ons such as private transfers, VIP seating and small-group activities, lifting revenue per visitor without relying solely on headline arrival growth.
How China Pulled Ahead of Russia, South Korea, Malaysia and India
The renewed Chinese lead is particularly significant because the competition has been intense. Russia, India, South Korea, Malaysia and newer markets such as Taiwan and Laos all crossed or neared the million-visitor mark in 2025, and several remain central to Thailand’s diversification strategy. Yet none has matched the combined scale and spending power of the Chinese rebound seen over the past year.
Russia has remained a strong performer despite geopolitical headwinds, regularly ranking among Thailand’s top three long-haul markets with more than one million visitors and substantial spending on beach resorts, nightlife and high-end villas. However, Russian travel is highly seasonal and concentrated in a few destinations, limiting its ability to overtake China on a full-year basis. Airspace restrictions, currency volatility and sanctions-related payment challenges have also capped further growth.
India has been another standout, surpassing the million-visitor mark well before mid-2025 and continuing to expand as more direct flights connect Indian metro cities to Thai hubs. Indian travelers are particularly important for weddings, large family trips and religious tourism, and they have become a stabilizing force during off-peak periods. Yet even with double-digit year-on-year growth, Indian arrivals remain below the rapidly rising tally from China, which benefits from a much larger outbound base and more mature travel ties.
Malaysia and South Korea, both vital short-haul markets, have at times rivaled or briefly surpassed China in monthly arrivals, helped by strong regional connectivity and shared cultural links. Malaysia even emerged as Thailand’s leading inbound market in some 2025 reporting windows. But as Chinese visa processing normalized and additional seats were added on major routes, monthly Chinese arrival figures climbed, pushing the cumulative total ahead of these neighbors and consolidating China’s lead across the high season spanning late 2025 and early 2026.
Policy Tailwinds: Visas, Flights and Safety Messaging
The resurgence of Chinese tourism has not happened in isolation. Thai policymakers have spent the past two years methodically dismantling obstacles to travel, especially for short-haul Asian markets. A temporary visa exemption for Chinese visitors, expanded multiple-entry options and streamlined digital processing have all lowered the cost and complexity of cross-border trips. For Chinese travel agents and online platforms, these changes have made it easier to package Thailand as a quick, affordable escape.
Air connectivity has been equally critical. The Thai government has earmarked hundreds of millions of baht to support charter flights from second-tier Chinese cities, offering subsidies to airlines that add seasonal services to Bangkok, Phuket, Chiang Mai and other gateways. That support has helped restore seat capacity more quickly than underlying demand alone might have allowed, giving Chinese travelers ample choice of routes and price points and nudging tour operators to prioritize Thailand in their seasonal programming.
Authorities have also moved to address the key concern that had been weighing most heavily on Chinese sentiment: safety. A series of widely publicized incidents and social media narratives had cast doubt on Thailand’s security environment, contributing to an earlier slump in Chinese arrivals. In response, Thai agencies have launched targeted safety campaigns, tightened oversight of tour groups and promoted certification schemes for operators that meet higher standards of transparency and consumer protection. Early evidence suggests that these efforts, combined with sustained marketing and familiarization trips for Chinese media and influencers, are helping to rebuild confidence.
Crucially, many of these measures have benefited other markets as well. Waivers of cumbersome immigration forms, simplified entry procedures and expanded air links have made it easier for travelers from India, Russia, South Korea and Malaysia to visit. Yet it is China, with its sheer outbound scale and high propensity to travel when barriers fall, that has capitalized most quickly on the new policy environment.
Shopping, Accommodation and Attractions See Record Chinese Outlays
On the ground, the impact of rising Chinese spending is visible across Thailand’s key tourism clusters. In Bangkok, retailers report that Chinese shoppers have reclaimed their position as the top-spending foreign group in major malls and commercial districts, particularly in central areas popular with tour coaches and along train lines serving the airport. High-end outlets specializing in jewelry, fashion and cosmetics say Chinese guests are again among their most profitable customers per visit, even when traffic from other nationalities is subdued.
In accommodation, hoteliers describe a clear pivot back toward Chinese business. After leaning heavily on domestic travelers and regional markets in 2023 and early 2024, many properties have rebalanced their mix to accommodate a larger share of Chinese guests, especially during key holidays such as Lunar New Year, Golden Week and regional school breaks. Revenue managers indicate that room rates for Chinese-facing packages have held up well, aided by demand for larger rooms, family suites and bundled experiences that include breakfasts, transfers and excursions.
Meanwhile, local attractions are tailoring offerings to capture higher-value Chinese segments. Cultural sites with Chinese-language guides and signage, river and island cruises that integrate mobile payment platforms popular in China, and theme parks that promote limited-time events timed to Chinese holidays have all reported strong bookings. Some operators in Phuket, Pattaya and Chiang Mai say Chinese visitors are staying longer and venturing beyond traditional sightseeing to book spa treatments, cooking classes and eco-tour experiences, which tend to command higher margins.
Smaller businesses are seeing benefits as well. From neighborhood cafes and night markets to independent tour guides and souvenir makers, enterprises that accept Chinese mobile payments and provide basic language support report higher conversion rates and average tickets. This micro-level spending is vital for spreading tourism income beyond formal hospitality chains and ensuring that the Chinese resurgence supports local communities across multiple regions.
Economic Stakes for Thailand’s Recovery
Tourism remains one of Thailand’s most important economic pillars, accounting for a substantial share of gross domestic product and millions of jobs. Even as overall arrivals slipped in 2025 and the start of 2026, revenue from foreign visitors has continued to reach hundreds of billions of baht, underpinned by resilience in high-spending segments. The renewed strength of the Chinese market has been central to that performance, helping to cushion the impact of softer demand from some Western and regional markets.
Thailand’s state planning agency recently projected that total international arrivals could reach around 35 million in 2026, a figure that would still leave the country short of its pre-pandemic peak but significantly above the levels recorded in 2023 and 2024. Achieving that target will depend heavily on China, given that even modest percentage gains in Chinese outbound travel translate into very large absolute numbers. Officials privately acknowledge that if Chinese arrivals falter, hitting the 35‑million mark will become much more difficult.
For now, the combination of rising Chinese headcounts and elevated spending has helped keep many tourism-dependent businesses afloat. Hotels, airlines, restaurants and retailers report that Chinese travelers are often the difference between operating at a loss and breaking even during shoulder seasons. That role has become even more important as the baht’s strength and global economic uncertainties weigh on some long-haul markets, particularly in Europe.
At the same time, the renewed dependence on China is prompting warnings from economists about concentration risk. The sharp downturn in Chinese arrivals in 2024 and early 2025 exposed how vulnerable Thailand’s tourism economy can be to changes in a single market, whether driven by economic, political or reputational shocks. Policymakers are therefore seeking to balance their efforts to welcome more Chinese visitors with renewed campaigns in India, the Middle East and secondary European markets to ensure a more diversified base of demand.
Competition in the Region and Thailand’s Response
Thailand’s race to attract Chinese tourists is unfolding against a backdrop of intensifying competition across Asia. Malaysia, Vietnam and Japan have all rolled out aggressive visa relaxations, flight incentives and marketing drives targeting Chinese travelers, resulting in rapid growth in their own arrival numbers. Malaysia in particular gained headlines in 2025 for drawing more foreign visitors overall than Thailand during part of the year, thanks in large part to these policies and strong regional connectivity.
That competitive pressure has spurred Thai authorities and businesses to rethink their pitch. Rather than relying solely on brand recognition as a classic beach-and-city break, Thailand is promoting more curated experiences built around wellness, gastronomy, soft adventure and cultural immersion. For Chinese travelers increasingly looking for deeper, more meaningful trips, officials argue that Thailand’s mix of modern infrastructure and rich heritage remains a powerful draw when packaged effectively.
Industry groups are also calling for continued investment in infrastructure and service quality. Concerns about crowding at major attractions, transport bottlenecks and inconsistent service standards could erode Thailand’s appeal if not addressed. For Chinese travelers in particular, seamless digital connectivity, smooth airport experiences and reliable safety standards are seen as non-negotiable. Addressing these issues is essential not only to retain China’s lead among source markets, but also to ensure that other growing segments such as India and Russia view Thailand as a premium, rather than purely budget, destination.
For now, the numbers suggest that Thailand’s recalibrated strategy is working, at least in the Chinese market. With more than five million Chinese arrivals and rising per-capita spending on shopping, hotels and attractions, China has once again overtaken regional rivals to become the driving force behind Thailand’s tourism recovery. The challenge ahead will be to harness that momentum without repeating the overreliance that left the sector so exposed when the Chinese tap abruptly turned off just a few years ago.