While Chinese visitors pull back, travelers from Europe and India still see Thailand as safe, vibrant, and welcoming. PATTAYA, Thailand – According to a 2025 survey by Dragon Trail International, over 50% of Chinese respondents now consider Thailand unsafe, a sharp increase from 38% in 2024. The deterioration in Thailand’s image among Chinese travelers is largely attributed to sensational media coverage of high-profile crimes—such as the kidnapping of a Chinese celebrity—and rising concerns about “grey businesses” operating in tourist areas. Viral social media content, sometimes amplified by influencers or nationalist commentary, has intensified fears, particularly among potential first-time travelers from China. In stark contrast, tourists from Europe and India continue to view Thailand—especially destinations like Pattaya, Phuket, and Bangkok—as safe and attractive. There are several reasons for this divergence in perception: Different Media Ecosystems: Western and Indian media have generally portrayed Thailand as a welcoming and well-regulated tourist destination, with less emphasis on isolated criminal incidents. Familiarity with Local Infrastructure: Repeat visitors from Europe and India often have positive prior experiences, and are more familiar with Thailand’s safety protocols, transportation systems, and tourist services. Perception of Value and Hospitality: For many Indian and European travelers, Thailand offers good value, friendly service, and a vibrant cultural experience, which outweighs any perceived risks. Targeted Tourism Campaigns: The Thai government has invested in promoting curated travel experiences for Indian and European markets, including wellness, shopping, historical sites, and nightlife—particularly in areas like Pattaya, where Indian visitors are a growing segment. Personal Freedoms and Customization: Western tourists, in particular, appreciate the freedom to customize their experiences and often feel safe when traveling independently, especially in well-policed tourist zones. Ultimately, while safety concerns are reshaping Chinese outbound tourism patterns, Thailand remains a top-of-mind destination for Europe and India—not only because of its affordability and scenic appeal, but also because these travelers feel confident navigating it safely. This disparity underscores the importance of tailoring tourism messaging to each market’s perceptions, values, and cultural filters.