Thailand is setting its sights high as it embarks on an ambitious campaign to revive its tourism industry, with government officials rolling out a multi-pronged strategy aimed at both international and domestic travelers. At the heart of this effort is a bold target: attracting at least 2 million tourists from China over the next four months, starting October 1, 2025. This drive is part of a broader initiative to restore international visitor numbers to pre-pandemic heights and reestablish tourism as a central pillar of Thailand’s economy.
According to Deputy Prime Minister Thammanat Prompao, Thailand’s immediate focus is on key international markets that have seen a sharp decline in arrivals since the onset of the COVID-19 pandemic. These include not only China—historically Thailand’s largest source of tourists—but also Japan, South Korea, India, Saudi Arabia, and several other nations in the Middle East. The government’s strategy is clear: by targeting these high-potential markets, Thailand hopes to jumpstart a tourism recovery that has proven more sluggish than initially hoped.
Minister of Tourism and Sports Atthakorn Sirilathayakorn has outlined both short-term and long-term goals to drive economic growth through tourism. In the short run, the Ministry is aiming to restore international arrivals to approximately 40 million visitors per year—a figure that would mark a significant recovery compared to the 33 million arrivals now predicted for 2025. The long-term vision includes positioning the Ministry as a key economic engine, with tourism and sports working hand in hand to generate revenue and global recognition for Thailand.
To boost domestic tourism, the government is relaunching programs that proved successful in the past. The “co-payment scheme” and “We Travel Together” initiatives, which have been extended until October 31, 2025, are designed to make travel more affordable for Thai citizens by offering subsidies for accommodation and transportation. These measures are expected to reignite local travel demand, which had waned during the pandemic.
Hosting major international events is another cornerstone of the government’s recovery plan. The upcoming 33rd Southeast Asian Games (SEA Games), which Thailand is set to host, offers a unique opportunity to showcase the nation’s readiness and organizational prowess on the world stage. Officials believe the SEA Games will not only attract regional visitors but also bolster Thailand’s image as a top-tier destination capable of hosting large-scale global events.
Despite these proactive efforts, the numbers paint a sobering picture. Between January 1 and September 14, 2025, Thailand welcomed 3.23 million Chinese tourists, according to government data. While this represents a positive trend compared to the pandemic’s nadir, it remains far below the pre-pandemic record of more than 11 million Chinese visitors in 2019. The full-year tally for 2025 is expected to reach nearly 5 million—down from 6.7 million in 2024 and a stark reminder of the challenges still facing the sector.
The overall forecast for foreign tourist arrivals in 2025 has also been revised downward. In August, the National Economic and Social Development Council (NESDC), Thailand’s state planning agency, cut its projection from 37 million to 33 million. This adjustment reflects ongoing global uncertainties, from lingering health concerns to economic headwinds that continue to affect international travel.
Nevertheless, government officials remain steadfast in their optimism. “We are determined to attract more international visitors, especially from key markets like China,” said Deputy Prime Minister Thammanat Prompao, underscoring the administration’s commitment to its recovery roadmap. Minister Sirilathayakorn echoed this sentiment, noting that the Ministry’s dual focus on both inbound and domestic tourism is designed to maximize economic impact and ensure a resilient sector moving forward.
Before the pandemic, tourism was one of Thailand’s most vital economic engines, contributing significantly to GDP, supporting millions of jobs, and generating substantial revenue. In 2019, the country recorded nearly 40 million foreign tourist arrivals—a historic high that officials are eager to reclaim. The pandemic, however, brought this momentum to a grinding halt, forcing the government to introduce a slew of emergency measures to keep the sector afloat.
Among these were the very domestic travel initiatives now being revived, as well as targeted marketing campaigns aimed at international visitors. The government’s renewed focus on high-potential markets like China, Japan, South Korea, and India reflects a strategic understanding of where the greatest opportunities for growth lie. These countries not only have large populations but also strong travel cultures, making them ideal candidates for Thailand’s recovery efforts. Additionally, emerging markets in the Middle East, particularly Saudi Arabia, are being courted as part of a broader diversification strategy.
The government’s approach is not just about boosting numbers; it’s also about quality and sustainability. Enhancing the overall visitor experience, improving infrastructure, and promoting sustainable tourism practices are all integral to the long-term vision. “We want to ensure that tourism remains a driver of economic growth, job creation, and social development,” said Sirilathayakorn. This commitment to sustainability is seen as essential for protecting Thailand’s environment and cultural heritage, even as visitor numbers climb.
There are, of course, significant hurdles to overcome. The global tourism sector is still grappling with the aftershocks of the pandemic, and competition for international travelers is fierce. Thailand’s officials are well aware that the road to recovery will not be smooth, but they believe that a combination of targeted marketing, supportive domestic policies, and high-profile international events will set the country on the right path.
Looking ahead, the next few years will be critical for Thailand’s tourism sector. The government’s willingness to adapt, innovate, and invest in both people and infrastructure will determine how quickly and robustly the industry rebounds. With the world watching as Thailand prepares to host the SEA Games and relaunch its signature travel programs, the nation is poised to reassert itself as a leading global destination—one that offers not only beautiful beaches and vibrant cities but also resilience and a warm welcome to visitors from every corner of the globe.
As the high season approaches, all eyes are on Thailand to see whether its ambitious goals—and the determined efforts behind them—will pay off. If the past is any guide, this is a country that knows how to bounce back, and the coming months may well mark the start of a remarkable new chapter in Thai tourism.