BANGKOK, THAILAND – Thailand’s leading tourism associations warned the government that the country risked losing its status as a top global destination and tabled an emergency rescue plan.
Industry warns of sharp downturn
Five of the most powerful tourism associations predicted a 7 percent drop in foreign visitors in 2025 compared with 2024, citing a regional slowdown in several Asian markets. A delegation told Prime Minister Anutin Charnvirakul that immediate action was essential to prevent Thailand from slipping in the global rankings.
“Without swift action, Thailand will fall from a top destination to just one of many options.”
said the delegation of tourism associations.
Three-month emergency plan unveiled
The associations presented a drastic three-month plan focused on security, trust and image. A global safety campaign was to rebuild confidence, while stronger price incentives for domestic and international air tickets were planned.
Tax measures to promote tourism and proactive communication to counter reputational damage were also on the agenda. Industry representatives said time was running out and feared for the sector’s future.
Six-point strategy for long-term reform
For the longer term, the groups demanded six key measures from the National Tourism Committee. A reform of tourism laws was intended to cut bureaucracy, and national service standards were to be urgently raised.
They stressed that infrastructure in secondary cities needed significant improvement to ease pressure on established hotspots. According to the associations, only then could truly sustainable tourism be achieved.
China seen as key partner
Anutin pointed to his recent trip to China as a sign of hope, saying government talks there had opened new doors.
“They create space for the private sector to negotiate increased travel between China and Thailand.”
said Anutin Charnvirakul, Prime Minister.
If the Chinese premier were to visit Thailand, a tourism memorandum could be signed, which officials said would cement long-term cooperation between the two countries.
Rising regional competition
Industry leaders underlined that competition in Southeast Asia had grown increasingly intense. Countries such as Vietnam, Malaysia and the Philippines were investing heavily in tourism infrastructure.
Thailand’s traditional strengths were no longer sufficient, as today’s guests expected world-class products and sustainable concepts. Planned investments in new, world-class tourism products were intended to restore Thailand’s leading position, but officials warned that there was little time left.