Thailand Hits 10 Million International Tourists
Thailand closed 2025 with 39.8 million international arrivals. Chinese tourists accounted for 7.2 million of those, according to figures from the Tourism Authority of Thailand widely cited on Chinese travel platforms. That is still below the 10.99 million Chinese visitors Thailand received in 2019, but the recovery trend is clear: Chinese arrivals grew 38% from 2024 to 2025. Bangkok, Phuket, and Chiang Mai remain the top destinations. A new pattern is emerging too: younger Chinese travelers are staying longer, spending more on food and experiences, and booking independently rather than through tour groups.
Thailand’s Recovery: The Chinese Tourist Story
The rebound took longer than Thailand expected. Chinese tourist numbers in 2023 reached only 3.5 million, about one-third of pre-COVID levels. The reasons included slower visa processing, fewer direct flights, and a perception issue circulating on Chinese social media about safety. Thailand responded with a visa-free policy for Chinese travelers in late 2023, and direct flight capacity recovered through 2024. By 2025, the results showed clearly. Ctrip and Fliggy both listed Bangkok as a top-five outbound booking destination throughout 2025. Xiaohongshu posts tagged #曼谷 (Bangkok) accumulated over 800 million views in 2025 alone.
What Chinese Tourists Are Doing Differently in Thailand Now
- Booking independently: Tour group share dropped from 65% in 2019 to around 35% in 2025. FIT (free independent traveler) bookings now dominate
- Staying longer: Average stay increased from 8 days in 2019 to 11 days in 2025, with more multi-city itineraries
- Spending differently: Less on shopping (duty-free retail is down), more on food, experiences, and accommodation quality
- Younger profile: 58% of Chinese tourists to Thailand in 2025 were under 35, up from 43% in 2019
- Driven by social media: 71% cited Xiaohongshu or Douyin as a primary source for destination inspiration
Chinese Tourist Arrivals to Thailand: 2019-2026
| Year | Chinese Arrivals | % of Total International | Average Spend per Trip |
|---|---|---|---|
| 2019 | 10.99 million | 27.9% | $1,108 |
| 2022 | 0.27 million | 2.7% | n/a |
| 2023 | 3.50 million | 10.2% | $890 |
| 2024 | 5.21 million | 13.5% | $970 |
| 2025 | 7.20 million | 18.1% | $1,045 |
| 2026 (forecast) | 8.5-9 million | ~21% | $1,100+ |
How Hotels and Tourism Businesses Can Reach Chinese Tourists on Xiaohongshu (RedNote)
1. Open a brand account and post in Mandarin. Xiaohongshu users rarely engage with English-language hotel accounts. A verified account with Mandarin content, Chinese customer service contacts, and WeChat Pay confirmation gets saved and shared. English-only accounts get scrolled past.
2. Work with travel micro-KOLs visiting Thailand. Chinese lifestyle KOLs with 50,000-300,000 followers produce content that drives bookings for hotels and restaurants. Their posts feel personal, not like ads. Offer stays in exchange for honest Xiaohongshu posts.
3. Target “hidden gem” neighborhoods. Chinese travelers on Xiaohongshu actively look for areas they have not seen from every other traveler. Old Town Chiang Mai, Hua Hin, Pai: posts about lesser-visited areas consistently outperform Bangkok hotel content in saves per post.
4. Post practical content about logistics. How to get from Suvarnabhumi to your hotel, where to exchange currency, how to order food at local markets: this content gets saved and drives real traffic. Destinations that post logistics content convert casual browsers into guests.
5. Highlight Chinese payment acceptance. WeChat Pay and Alipay acceptance is a filter for Chinese travelers. Post confirmation of this clearly. It reduces booking friction and appears regularly in review comments when present.
How Hotels and Tourism Businesses Can Reach Chinese Tourists on Douyin
6. Post 15-25 second destination reels with Mandarin subtitles. Chinese tourists searching #泰国旅游 (Thailand travel) on Douyin in 2025 generated over 4 billion views. Branded content in this tag, with Chinese subtitles, gets organic reach alongside paid placements.
7. Show the food first. Thai food content drives the highest engagement from Chinese users on Douyin. Hotel or resort videos that open with local food experiences outperform those that open with room or pool shots.
8. Use Douyin during Golden Week planning season. Chinese tourists searching for October and February holiday destinations start on Douyin 4-6 weeks before booking. Campaigns timed to these planning windows cost less and convert better.
9. Partner with Chinese travel agencies for Douyin live commerce. Live shopping sessions on Douyin, where travel packages to Thailand are sold in real time, now account for a meaningful share of Chinese FIT bookings. Work with a local Chinese travel agency active on Douyin to access this channel.
10. Post guest reviews in Mandarin video format. Short videos of Chinese guests talking about their stay, in Mandarin with Chinese subtitles, are among the most effective trust-building assets a Thailand hotel can have on Douyin.
Example Found on Chinese Web (Translated)
“Went to Chiang Mai for 12 days in February. No tour group, booked everything independently through Fliggy and Ctrip. Found the hotel through Xiaohongshu. Ate at three restaurants that appeared in Chinese travel posts and all three were worth it. Thailand has the best cost-to-experience ratio of any destination at this price point. Already planning to go back in November.”
— Ctrip review, February 2025
FAQ
Do Chinese tourists need a visa for Thailand?
No. China and Thailand have a mutual visa exemption agreement in place since late 2023. This removed one of the main barriers and contributed directly to the 2024-2025 recovery in arrivals.
How do Chinese tourists book Thailand trips?
The main booking platforms are Ctrip, Fliggy (Alibaba’s travel arm), and Tongcheng Travel. Independent travelers also book directly with hotels that accept WeChat Pay.
What experiences do younger Chinese tourists want in Thailand?
Food tours, local market visits, cooking classes, Muay Thai experiences, ethical elephant sanctuary visits, and boutique accommodation with strong visual appeal for Xiaohongshu posts.
Is there seasonality to Chinese arrivals in Thailand?
Yes. The biggest peaks are Spring Festival (January-February) and Golden Week (October). Summer (July-August) is a secondary peak driven by students traveling independently.
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Thailand Is Back on China’s Travel Map. Is Your Property Visible?
Chinese tourist arrivals in Thailand are heading back toward 10 million a year. The travelers coming now are younger, more independent, and making decisions on Xiaohongshu and Douyin before they ever open Ctrip. If your hotel, resort, or tourism business is not present on those platforms in Mandarin, you are invisible to the fastest-growing segment of the market. Chinese Tourist Agency helps hospitality businesses in Thailand build a full digital presence: Chinese social media accounts, KOL partnerships, Ctrip and Fliggy listing management, and Mandarin-language campaigns. Talk to us.
Contact Chinese Tourist Agency
Pedro Wang is the founder of Chinese Tourists Agency, based in Shanghai. He spent ten years in the Chinese travel industry at CITS and Ctrip before opening the agency. More about Pedro and the team here.
