Chinese tourist arrivals fall 13.6% in October

Chinese tourist arrivals in Thailand fell 13.6% year on year in October to 308,942, the Tourism Authority of Thailand (TAT) said, blaming a Chinese embassy safety warning issued in mid-October, according to a South China Morning Post report republished by the Bangkok Post on Monday.

The figure is also down from 349,182 Chinese visitors in September, based on data from the Tourism and Sports Ministry. The drop comes just as Thailand heads into its peak season, when Phuket and other beach destinations rely on long-haul and regional visitors.

Why Chinese tourist arrivals dropped in October

China's National Day on 1 October starts a seven-day holiday known as Golden Week, which normally drives overseas travel. After this year's break, the Chinese embassy in Thailand issued an advisory on 16 October urging citizens to plan trips carefully and pay attention to transport security, following a series of high-profile kidnappings of Chinese nationals.

TAT told the SCMP that the advisory contributed to last month's decline. It also said flooding in Bangkok in late September and early October may have kept some visitors away. The capital received a month's worth of rain in just three days in September, leaving parts of the city under water.

The embassy also warned Chinese online influencers and artists to watch out for scams offering high-paying jobs in Thailand. Telecom fraud rings continue to operate in the country despite arrests, deportations and court cases.

Industry view: safety comes first

Subramania Bhatt, chief executive of Singapore-based travel marketing firm China Trading Desk, said October's fall reflected a "normal" slowdown after Golden Week, made worse by "renewed concern about traveller safety".

"For Chinese travellers, safety and confidence are important destination-selection factors, especially when alternative Southeast Asian destinations are readily available," he said. Bhatt added that group tours were among the most likely to cancel trips.

Some Chinese social media users reacted to the embassy warning by suggesting holidays at home instead, the report said, while others complained that they felt stereotyped in Thailand.

Safety worries are not new. The report noted that then prime minister Paetongtarn Shinawatra earlier used an AI-generated video to tell Chinese tourists that Thailand was taking steps to improve their safety.

The bigger picture for Thai tourism

Despite the October dip, China remains Thailand's largest source market this year. Key numbers from the report:

• October 2026: 308,942 arrivals from China, down 13.6% year on year.
• September 2026: 349,182 arrivals from China.
• January to October 2026: 4,244,376 Chinese visitors, up 12.4% year on year, according to TAT.
• Full years: 6.73 million Chinese visitors in 2024, falling to 4.47 million in 2025.

The year-to-date growth comes from a low base. Chinese visitor numbers fell sharply in 2025, a year in which Malaysia overtook China as Thailand's top tourism market in the first half.

TAT said it aims to "restore confidence and stimulate demand from the Chinese market" through proactive safety communication, curated travel experiences and partnerships with Chinese media. "The final two months of the year represent an important opportunity to stimulate international visitor arrivals, as Thailand enters one of its most vibrant tourism seasons," the agency said.

That push sits alongside other year-end measures. TAT has set aside emergency budget for flight subsidies to lift year-end arrivals, while travellers also need to plan around the shorter 30-day Thailand visa exemption introduced in September.

What it means for Phuket

Phuket's hotels, tour boats and shops have long depended on Chinese groups as well as independent travellers. A slower October and a possible drop in group bookings would put more pressure on operators to attract other markets during the high season. November and December arrival data will show whether TAT's safety messaging can turn the trend around.

The figures are from the SCMP report published by the Bangkok Post on 9 November.

Photo: Visitors at the Grand Palace in Bangkok, illustrating the fall in Chinese tourist arrivals (Ninara via Wikimedia Commons, CC BY 2.0).