BANGKOK — Thailand’s foreign tourist arrivals fell 7.08% year-on-year for the period from January 1 to September 14, with 23 million visitors recorded amid heightened regional competition and growing concerns over affordability, the Ministry of Tourism and Sports reported on Tuesday.

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Malaysia remained the top source market with 3.28 million arrivals, closely followed by China with 3.23 million. The decline prompted the state planning agency to revise its annual forecast downward from 37 million to 33 million visitors — still far below the pre-pandemic record of nearly 40 million in 2019.

The drop coincides with Vietnam overtaking Thailand as the preferred regional destination for Chinese adventurers, according to recent travel trend reports. Chinese tourists have also taken to social media to criticize rising costs for hotels, food, and transportation in post-pandemic Thailand, eroding the country’s reputation for value.

Thailand's foreign tourist arrivals from Jan 1 to Sept 14 fell 7.08% from the same period a year earlier, the Tourism and Sports Ministry reported on Tuesday.

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Industry analysts attribute the slump to a combination of factors, including elevated airfares, stronger competition from neighboring countries, and perceptions of diminished affordability. The ministry is urging private and public sectors to collaborate on restoring Thailand’s competitiveness through targeted promotions and improved service quality.

The Tourism Authority of Thailand (TAT) has announced plans to launch new campaigns aimed at high-spending segments and emerging markets, while also addressing complaints about pricing transparency. The ministry emphasized that sustainable recovery hinges on balancing value with quality experiences.

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The data underscores the challenges facing Southeast Asia’s once-dominant tourism powerhouse as it navigates a rapidly evolving post-pandemic travel landscape.

-Thailand News (TN)