My feelings after several years on site
Living in Thailand for several years, we follow the evolution of tourism daily. For a few months now, one question has often come up in traveller groups and with our clients: Is tourism declining in Thailand?
If you read certain articles or look at certain statistics, you might think the country is going through a tourism crisis. However, the reality we are observing on the ground is much more nuanced.
Yes, some destinations are welcoming fewer visitors than before. Yes, some tourism professionals are feeling a slowdown. But no, Thailand has not become a neglected destination.
On the contrary, we rather feel we are witnessing a transformation of tourism.
The figures do indeed show a slowdown
After the spectacular rebound that followed the reopening of borders, Thai tourism growth is less strong than hoped for today.
Certain destinations that are heavily reliant on international tourism are feeling this slowdown more keenly. Places like Phuket and Pattaya, or certain islands that used to receive large numbers of organised tour groups, are sometimes seeing bigger fluctuations in visitor numbers than before.
One of the main reasons is the drop in the number of Chinese visitors. Before the pandemic, they represented a significant share of Thai tourism. Their return is slower than expected, and this is particularly felt in certain regions.
But to limit it to saying that tourism is declining in Thailand would, in my opinion, be a mistake.
What I actually observe on the ground
For several years now, since I've been living in Thailand, I've experienced periods where certain places were almost saturated.
I remember beaches where you had to arrive early to find a quiet spot, restaurants where you had to book several days in advance, and roads completely blocked during certain times of the year.
Today, the atmosphere is different.
On Koh Phangan, where we lived for several years, I notice that travellers are looking more and more for tranquillity, authentic experiences and good local recommendations.
They're no longer coming just to do the Full Moon Party or tick a destination off a list.
They are trying to understand the country.
In Chiang Mai and northern Thailand, we're seeing exactly the same thing. Visitors are more interested in local markets, small cafes, villages, cultural experiences and meeting people.
Ultimately, I see not so much a decline in tourism as an evolution of tourism.
Why do some travellers choose other destinations?
Several factors explain this situation.
Holiday budget
The cost of living has increased everywhere in the world.
Many travellers are today more mindful of their spending and are sometimes reducing the length of their stays.
Stronger competition in Asia
Vietnam, Japan, Malaysia and the Philippines are investing heavily in their tourism promotion.
These destinations naturally attract some of the travellers who previously systematically chose Thailand.
A sometimes blurred image
In recent months, certain news stories concerning visas, immigration controls, or operations against illegal activities have sometimes portrayed the country in a stricter light.
However, in reality, Thailand remains one of the easiest countries to visit in Southeast Asia.
What this changes concretely for you
And that's probably the most interesting part.
But contrary to what one might think, this situation can be excellent news for travellers.
Today, you can often enjoy:
- Of less crowded beaches.
- More pleasant tourist sites to visit.
- More hotel availability.
- From a more authentic experience.
- Better exchanges with the locals.
- Interesting promotions depending on the period.
In fact, many people tell us they appreciate this calmer atmosphere when we organise experiences or accompany travellers.
Thailand sometimes rediscovers what made it charming years ago.
Before you go: my advice
If you're considering a trip to Thailand, don't be swayed solely by the headlines.
The best way to discover the country remains to get off the beaten track.
Take the time to stop at local markets, chat with the locals, discover small family-run establishments, or explore regions less known than Phuket or Bangkok.
It is often there that the most beautiful surprises are found.
My personal opinion
To be completely honest, I much prefer Thailand today to how it was during certain periods of over-tourism.
Fewer crowds do not mean less interest.
On the contrary.
I'm rediscovering what made me fall in love with this country: the simplicity of encounters, the smiles of the inhabitants, the still unspoilt landscapes, and that feeling of being able to travel at your own pace.
And if this trend continues, it could ultimately be excellent news for travellers looking for a more authentic Thailand.
Sources and further information:
FAQ
Is tourism really declining in Thailand?
Yes, some statistics show a slowdown compared to previous years. However, Thailand remains one of the most visited destinations in the world.
Which regions are most affected?
Destinations with a high reliance on mass tourism or on the Chinese market are feeling this shift more acutely.
Are the prices lower?
Depending on the periods and regions, it is sometimes easier to find good deals on accommodation or certain activities.
Is it a good time to visit Thailand?
In my opinion, yes. Less footfall often means more comfort and a more authentic experience.
Should you worry about your trip?
Absolutely not. Thailand remains a safe, welcoming, and incredibly rich destination to discover.
