China Tourism Shifts Focus: Safety, Events, and Personalization Drive New Travel Trends for Thailand

Key summary

Chinese tourist arrivals to Thailand dropped from approximately 11.1 million in 2019 to around 4.47 million in 2025, a decline of roughly 34%, with Malaysia now leading the market. Jane Sun, CEO of Trip.com Group, highlights that while Chinese travelers remain the world's top spenders at about $250 billion versus $170 billion for the US, their preferences have evolved significantly. Key drivers include safety concerns following Myanmar scam gang news, a strong preference for major events like concerts, and a demand for personalized AI-driven trip packages. Businesses must adapt quickly to these changing needs, leveraging platforms that offer tailored experiences rather than generic marketing.