Thailand remains a top destination for Chinese travelers during the upcoming Lunar New Year.
See: Chinese New Year in Thailand in 2026: the year of the fire horse
But tourism consultants say the country should still develop new attractions and experiences to compete with emerging markets.
Thailand and Bangkok are among the most sought-after destinations
View of Bangkok. Photo: National News Bureau of Thailand
According to Dragon Trail International, a marketing company specializing in Chinese consumers, Thailand and Bangkok remain among the top five overseas destinations on several online travel platforms for holidays.
By 2030, Thailand is expected to welcome 35% more Chinese visitors than in 2019, a lower growth rate than that of its regional neighbors such as South Korea, Vietnam and Singapore, according to Tourism Economics, a company of Oxford Economics.
Sienna Parulis-Cook, director of marketing and communications at Dragon Trail, said the Chinese market looked promising for Thailand during the nine-day holiday period.
Thailand should benefit from Chinese tourists diverting their travels away from Japan because of a political conflict, she said.
"Thailand remains a very popular traditional destination," said Ms. Parulis-Cook, citing strong demand for beaches, islands and relaxing trips, according to her survey.
Thailand ranked first on the Chinese online travel agency Qunar for overseas destinations, third on Mafengwo and fourth on Tuniu, while Bangkok ranked second on Tongcheng and third on Flight Master.
Air traffic recovers to near 2019 levels
China Airlines plane
According to Flight Master, the number of flights to and from China between February 2 and March 13 is expected to return to 90% of the 2019 level.
Thailand records the highest number of international flights departing from mainland China, although it is still 27% below 2019 levels.
It is followed by South Korea (-2%) and Malaysia (+68% compared to 2019).
Japan ranks fourth, down 43% compared to 2019 levels, while Vietnam ranks fifth, up 42% compared to the 2019 total.
According to Flight Master, flights from Southeast Asia and East Asia are expected to be 4% and 22% lower respectively than 2019 levels, while those from Europe and Western Asia are expected to increase by 26% and 61% for the period.
Families and small groups dominate bookings
Chinese family with an immigration officer in Thailand. Photo: Siam Rath
Ms. Parulis-Cook stated that 55% of travel agents surveyed indicated that families with children are the primary market for travel sales during the Chinese New Year.
According to CTrip, the most popular destinations for families with children under 12 were Singapore, Bangkok, Kuala Lumpur, Sanya and Kunming.
The need to innovate to retain Chinese visitors
A group of Chinese tourists wearing traditional Chinese clothing (Hanfu) visit Wat Phra Sri Rattana Satsadaram, or the Emerald Buddha Temple, in Bangkok. Photo: Khaosod/Jadesarit Chayathadathanasakul
"The risk for Thailand is that it has been popular for so long that many Chinese tourists have already been there and they may be looking for something new and original," said Ms. Parulis-Cook.
She added that this was one of the factors helping to boost tourism in Vietnam, as travelers can visit beaches and islands there, just as they do in Thailand.
According to Ms. Parulis-Cook, Thai operators should seek to attract tourists from smaller Chinese towns to target new visitors, and develop new destinations and experiences to encourage visitors to return.
She added that Thailand had focused too much on large tourist groups and shopping, which does not match the growing preference for small groups and independent travel, with shopping becoming less of a priority for Chinese visitors.
According to Dragon Trail, 55% of travel agencies reported that private and small group holidays sold best during Chinese New Year, while only 27% reported the same for group travel.
In this context, Thailand's ability to renew its tourism offering could prove decisive in maintaining its place in the top 5 favorite destinations for Chinese travelers.
See also:
Why is Chinese New Year important in Thailand?
Thailand: visa-free stays soon to be reduced from 60 to 30 days?
Thailand is preparing a major overhaul of visas to boost tourism
Tourism: Thailand on alert as Vietnam rises in power
Source: Bangkok Post
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