ATTA president Sisdivachr Cheewarattanaporn said foreign arrivals are expected to reach 37 million at most in 2025, The Nation reported.

Thailand recorded over 35 million international visitors last year, making it one of Southeast Asia’s most popular destinations.

A key factor dampening this year’s outlook is safety concerns among Chinese tourists following the high-profile kidnapping of Chinese actor Wang Xing, also known as Xing Xing, in January.

Chinese arrivals plummeted to 371,542 in February, the lowest in 15 months and a 44.9% year-on-year decline, according to ATTA.

ATTA highlighted increasing competition from destinations such as Japan and Vietnam, which are drawing more Chinese tourists.

China became the largest source of visitors to Vietnam in the first two months of this year, while Japan surpassed Thailand in Chinese arrivals last year.

The association now forecasts only seven million Chinese visitors for the year, lower than the previously expected nine million.

Sisdivachr urged the Thai government to prioritize restoring confidence in the country’s safety and security.

He emphasized that clear and consistent law enforcement is crucial to ensuring a smooth experience for all international travelers.

As part of its measures to enhance security, Thailand plans to reduce the visa-free stay duration for eligible travelers from 60 days to 30 days, aiming to curb misuse of the scheme by individuals involved in illegal activities, Bangkok Post reported.