Southeast Asia holds its breath for Chinese tourists’ long-awaited return: ‘this year will definitely be stronger’

Across the region, arrival numbers for Chinese visitors are still way down on pre-pandemic levels, but there are some bright spots on the horizon

In Thailand, big tour groups are out in favour of a pick-and-mix of independent travellers and families – though ‘zero-dollar’ tours may make a return

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Chinese tourists pose for a group photo at a museum in Samut Prakan, Thailand, on March 1. Photo: Xinhua

Published: 4:00pm, 10 Mar 2024Updated: 12:54pm, 11 Mar 2024

As the setting sun casts dramatic shadows across the walls of Chiang Mai’s old city, a group of Chinese tourists strategically feed pigeons: the final touch to an elaborate photo shoot in which the birds play a starring role.

Chinese visitors are slowly returning to Thailand after a long, painful absence amid the pandemic – and for a new cohort arriving in what was once one of China’s favourite overseas jaunts, their social-media needs are high on the agenda.

On a recent weekend at the 16th century Tha Phae Gate in Chiang Mai, Chinese influencers could be seen dressed in elegant evening gowns, scattering corn kernels to draw in pigeons that were startled almost as soon as they’d landed, their fluttering wings creating the perfect wistful social-media moment framed by an ancient monument.

Chinese tourists play with pigeons at Tha Phae Gate in Chiang Mai province earlier this year. Photo: AP

“Ninety-per cent of my customers are Chinese,” said Picharnyut Rodjananon, 44, one of the photographers capturing the scene. “This year is the best by far [since the pandemic] as there are more Chinese tourists coming in and they just spend more. They don’t bargain or complain …. they only want me to take more photos for them. It’s a great part-time gig.”

The Thai government is aiming for 8 million arrivals from China this year, with visa waivers and cheaper airline tickets expected to spur a rebound of what had been a key source market for Thailand’s tourism industry.

Over Lunar New Year, Thai tourism authorities said nearly 30,000 Chinese visitors arrived in the kingdom every day. But those numbers are still down on pre-pandemic levels, even as outbound travel from mainland China has begun to pick up after an unremarkable 2023.

By the end of this year, Thai authorities are optimistic that a record 40 million visitors will have arrived from overseas – with the number of Indian, Korean and European tourists also surging – surpassing the pre-pandemic tally and cementing Thailand’s status as the undefeated champion of Southeast Asian tourism.