Thailand's tourism authorities expressed confidence that China will continue to be the top source of international visitors as the kingdom's efforts to diversify its tourism offerings and restore its image as a safe destination are expected to reverse the recent decline in arrivals from the Asian powerhouse.

"China will remain Thailand's top source of international tourists as it has been for years. We are working closely with Thai service providers and China's domestic travel agencies to diversify our products," said Thapanee Kiatphaibool, governor of the Tourism Authority of Thailand, or TAT.

Speaking at the kingdom's major annual tourism trade fair, known as Thailand Travel Mart Plus or TTM+, on Thursday, Thapanee said TAT has collaborated with key opinion leaders from China to promote second and third-tier destinations to give travelers new experiences.

"Moreover, we work closely with Chinese online media platforms to produce incentive short videos. Also, we will make the traveling experiences more tailor-made with the concept of the government strategy that highlights our soft power," she said.

Thailand's approach to leveraging "soft power" centers on enhancing its cultural influence on a global scale by promoting several key creative industries including art, design, literature, music, Muay Thai, games, film, food, fashion, festivals and wellness.

Kicked off on May 4 in Chiang Mai, the TTM+ this year focuses on sustainability, soft power and digital transformation. The fair got together 406 international buyers and is expected to generate about 13,000 business exchanges and approximately 4.2 billion baht ($128.3 million) in tourism revenue.

Among Chinese outbound tourists, the number of those who chose Thailand as a travel destination dropped over the past year to only half of the pre-pandemic times, said Lu Jiang at Fliggy, one of China's leading online travel platforms.

He attributed the decline to several reasons including safety concerns following reports of scam call centers and incidents of crime, as well as a surge in tourism service costs, particularly accommodation prices.

"Competition from other countries in the region is also another reason. Last winter, hotel prices in Thailand almost doubled that (prices) of hotels with the same quality in Vietnam or Malaysia," Lu said. However, he added that the market will adjust and Thailand remains competitive due to its decades-long experience in serving international tourists.

Lu said the mutual visa exemption policy between Thailand and China that took effect on March 1 last year can be a double-edged sword, as it can boost people-to-people exchanges but also entails some risks for authorities about control of illegal activities.

He added that it is a good thing for both countries to crack down on cross-border criminals, although news reports may give rise to concerns among the public, even if temporarily.

Easier process advised

"In the long-term, the Thai government should modify its management on international arrivals, preventing those people (posing) risks from entering the kingdom easily while making the online application more friendly for general travelers who can easily proceed, the elderly group in particular," he added.

Thailand has seen more than 14.67 million international arrivals this year as of June 4, according to TAT. Governor Thapanee confirmed that the estimated annual international arrivals will remain at 39 million as was expected at the beginning of this year, while the total tourism revenue will be higher than last year, at 3 trillion baht.

On Thursday, she also revealed that tourism authorities are working with the Thai police to launch a "Nihao Alert" app, which will use artificial intelligence to provide safety-related services covering accommodation, transport and payment for Chinese tourists during their stay in Thailand.

Initiatives like "Sawasdee Nihao" — which include special promotions for Chinese tourists as well as tourism campaigns with Chinese media and influencers — have also been launched by TAT, aiming to reinforce Thailand's appeal as a safe and high-quality destination.

Speaking at the TTM+ opening ceremony, the chairman of the National Soft Power Development Committee of Thailand Surapong Suebwonglee noted that the travel market is more fragmented than ever and everyone is looking for something specific.

"It gives Thailand a great opportunity, as we are building the kingdom to be the leading hub for medical and wellness tourism and a showcase for our rich cultural heritage and vibrant creative industries," he said.

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