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Thailand launches fast-track entry and charter flight subsidies to win back Chinese tourists
New “Happy Chinese Summer Channel” at airports and “Thailand Summer Blast” charter flights aim to ease travel and revive Chinese tourism during school holidays. PATTAYA, Thailand – Facing a sharp decline of more than 40% in Chinese tourist arrivals, the Thai government is rolling out urgent measures to attract travelers from its once-largest tourism market. These include newly established fast-track immigration lanes at key airports and subsidies for charter flights from China under a major campaign to revive flagging arrivals. According to Nikkei Asia, authorities are responding to growing concerns within the tourism sector after Chinese tourist numbers continued to plunge. Thailand’s Immigration Bureau on July 12 launched the “Happy Chinese Summer Channel”, a dedicated fast-track immigration lane for Chinese families with school-aged children. The initiative is currently available at four international airports — both of Bangkok’s main hubs, as well as Phuket and Chiang Mai — and will operate throughout the Chinese summer holiday period, ending in September. Officials say the lanes are designed to ease congestion during peak hours and cut immigration wait times from up to 40 minutes to as little as 15 minutes, improving the overall travel experience for Chinese families. Tourism has historically been a key engine of Thailand’s economy, accounting for around 11% of GDP before the COVID-19 pandemic. In 2019, Thailand welcomed 39.9 million foreign visitors, generating 1.9 trillion baht (approximately USD 55 billion) in tourism revenue. Chinese travelers contributed nearly 500 billion baht, representing the largest share of any nationality. However, data from Thailand’s Ministry of Tourism and Sports reveals that between January and June 2025, Chinese tourist arrivals fell 34% year-on-year to just 2.26 million. The broader picture shows overall foreign arrivals at 16.6 million during the same period, down 4.7% compared to the previous year. The drop has allowed Malaysia to overtake China as Thailand’s largest source of inbound tourists, with 2.29 million Malaysian visitors recorded in the first half of the year. In response, the Tourism Authority of Thailand (TAT) has revised its full-year forecast, lowering expected international arrivals from 39 million to 35 million. Projected tourism revenue for 2025 has also been reduced to 1.77 trillion baht, down from earlier targets. Industry analysts believe safety concerns may be a key driver behind the slump. A high-profile kidnapping case in January, involving a Chinese actor abducted by a scam network and taken across the border into Myanmar, made headlines across China. Although the actor was rescued, the incident triggered alarm among potential tourists. Since February, Chinese arrivals have fallen by over 40% year-on-year for four consecutive months, with no recovery yet in sight. Sisdivachr Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA), welcomed the government’s new initiatives. “The special immigration lanes are a good move to facilitate Chinese tourists,” he told Nikkei Asia. “Whatever Thailand can do to help bring them back should be seen as a positive.” In addition to streamlining airport procedures, Thailand has also approved a 750 million baht budget for a global campaign called “Thailand Summer Blast.” Of this, 350 million baht will directly support charter flight subsidies from China and other target markets. As part of broader recovery efforts, ATTA will also host roadshows in Chongqing, Lanzhou, and Hangzhou later this month and into early August. These business-to-business events aim to reconnect Thai travel operators with Chinese partners, showcase tourism products, and rebuild trust with a focus on safety and service readiness. The Thai government hopes that these combined efforts will help revive Chinese arrivals — long considered essential to the health of the country’s tourism economy — and restore confidence among both travelers and industry stakeholders.
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