BANGKOK, April 23 — Thailand’s tourism industry is feeling the aftershocks of last month’s earthquake, with international arrivals dropping 9% in March compared to the same period last year. Official figures show just 2.72 million visitors entered the country during the month, with East Asian markets showing the sharpest declines in the quake’s immediate aftermath.

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The most dramatic fall came from Japan, where tourist numbers plunged 36% during the March 25-31 period when the earthquake struck. Other key Asian markets also retreated significantly – Hong Kong and South Korea down 23%, Singapore 17%, and Vietnam 16%. Even China, Thailand’s largest source market, saw a 7% decrease in arrivals.

Neighboring countries weren’t spared either. Travel from Laos, Cambodia and Myanmar dropped an average 15%, particularly through northern land borders closest to the quake zone. European markets proved slightly more resilient but still contracted 4-9%, raising concerns about the upcoming Easter holiday season.

Tourism officials are scrambling to contain the damage. Adith Chairattananon of the Association of Thai Travel Agents emphasized that only one building suffered serious damage in the 5.6-magnitude quake, with all major hotels and attractions passing safety checks. “We need to reassure travelers that Thailand remains completely safe,” he said, announcing new safety certification systems for rental cars and accommodations launching May 1.

Thailand is facing mounting challenges in attracting Chinese tourists, who are increasingly opting to visit Japan and Vietnam in the first quarter of this year. #Thailand #China #tourism #economy #travellers #ThailandNews #TheNation https://t.co/RPgqdtXQW5

— Thenationthailand (@Thenationth) April 24, 2025

The industry leader called for urgent government action, requesting additional funding for overseas promotions targeting Asia-Pacific markets. He warned that potential economic turbulence from the escalating US-China trade war could further impact long-haul travel, making regional visitors even more crucial to Thailand’s recovery.

Adith also challenged outdated perceptions of Asian tourists, particularly criticizing the common industry practice of valuing two Asian visitors as equal to one European. “Many Chinese travelers from second-tier cities spend lavishly on first-time experiences,” he noted, while pointing out that some European backpackers often choose budget guesthouses over luxury hotels.

The tourism veteran stressed the need for direct outreach to China’s lesser-known cities where digital marketing has limited penetration. As Thailand works to rebuild its image, industry players agree that proactive engagement with emerging markets will be key to weathering the current downturn.

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With the traditional peak season approaching, all eyes are on whether these measures can stem the decline and restore traveler confidence in the Land of Smiles.

-Thailand News (TN)