The twin threats to Thailand’s tourism industry. Particularly troubling is the situation in Thailand, which relies heavily on tourism, especially amidst challenges in its manufacturing sector due to competition from cheap Chinese products. The Tourism Authority of Thailand (TAT), the state agency under the Ministry of Tourism and Sports, has set an ambitious target of 40 million arrivals this year, aiming to return to pre-COVID-19 levels. However, recent events and ongoing issues may act as hurdles towards achieving this goal. PBS World

The twin threats to Thailand's tourism industry

The tourism industry is once again under scrutiny as safety concerns and air pollution threaten to undermine post-pandemic recovery and growth.

Particularly troubling is the situation in Thailand, which relies heavily on tourism, especially amidst challenges in its manufacturing sector due to competition from cheap Chinese products. 

The Tourism Authority of Thailand (TAT), the state agency under the Ministry of Tourism and Sports, has set an ambitious target of 40 million arrivals this year, aiming to return to pre-COVID-19 levels.

However, recent events and ongoing issues may act as hurdles towards achieving this goal.

Safety concerns a major deterrent

The perception of safety is paramount for any tourist destination. Of late, Chinese tourists have been gripped by fears after a Chinese actor was abducted by a criminal call center in Myanmar.

Wang Xing was lured by a promise of a job opportunity and traveled to Thailand, but he ended up in a scam call center in Myanmar.

This incident has sparked widespread concern among potential Chinese tourists regarding their safety while traveling. 

Sisdivachr Cheewarattanaporn, the president of the Association of Thai Travel Agents (ATTA), has expressed worries about the fallout of these safety perceptions on tourism.

He notes that some group tours, particularly during peak travel periods like Chinese New Year, have started canceling their bookings due to these concerns.

Sisdivachr has called on the Thai government to take decisive action against scam call centers operating in neighboring countries, particularly in Myanmar near the Thai border.

He advocates treating these criminals as terrorists. Many others are suggesting cutting off electricity supplies to the scam centers.

Such measures are essential to restore confidence among Chinese tourists and reassure them that Thailand remains a safe destination.

The threat in the air

In addition to safety concerns, air pollution poses a major threat to the tourism industry.

Thailand has been grappling with high levels of PM2.5 toxic dust, which affects public health and the environment.

The primary sources of this pollution are agricultural burning and emissions from manufacturing processes. Farmers burning sugar cane and manufacturers releasing dirty air contribute to the increase in PM2.5 particles, creating a hazardous environment for both residents and tourists.

Air pollution from neighboring countries and weather conditions are also blamed for the increase in air pollution at this time of the year.

The government has repeatedly said that it seeks cooperation from nearby countries, but critics blame lack of serious cooperation across the border. 

Sisdivachr has called for stringent government action against both farmers and manufacturers responsible for air pollution.

He emphasizes the need for a comprehensive approach to tackle this issue that, unless dealt with, could deter tourists from visiting Thailand.

Clean air is a crucial factor for many travelers, and a failure to address pollution could lead to a decline in visitor numbers.

The economic imperative

Tourism is a vital component of Thailand's economy, particularly as the manufacturing sector faces challenges.

The TAT aims to attract 40 million visitors this year, with a particular focus on increasing Chinese tourists to 11 million — the same number as in 2019.

The overall revenue target from both domestic and foreign tourists is set at 3.5 trillion baht.

Last year, 35.5 million tourists visited Thailand, generating about 1.66 trillion baht, but the country missed the target of 2 trillion baht. Domestic tourism contributed significantly, with 197.53 million trips, generating 952 billion baht.

A total of 6.7 million Chinese nationals visited Thailand last year, according to TAT statistics. The numbers were far short of the 11 million in 2019, partly due to slower economic growth in China. 

To achieve these ambitious targets, the TAT is expanding its efforts to attract more tourists from China and India.

It has initiated campaigns such as "Amazing Thailand Grand Tourism & Sports Year 2025" to promote the country as a premier destination.

However, the success of these campaigns hinges on addressing the underlying issues of safety and air pollution.

Government response and criticism

The Thai government has faced criticism for its perceived lack of decisive actions in addressing both scam call centers and air pollution.

Critics argue that the government's wavering stance has exacerbated these issues, calling for more stringent measures to ensure the safety and well-being of tourists.

The proposal to cut electricity supply to scam centers in Myanmar is among the suggestions put forth to combat these criminal activities effectively.

Addressing air pollution requires a multifaceted approach, including enforcing regulations against agricultural burning and industrial emissions.

Public health and environmental sustainability must be prioritized to create a safe and attractive environment for tourists. 

The tourism industry in Thailand faces significant challenges in the form of safety concerns and air pollution. "One mitigating factor is that free independent travelers among Chinese nationals, who are familiar with Thailand, are still coming and they could avoid areas with air pollution and take safety precautions for themselves," said Sisdivachr.

Achieving the target of 40 million visitors this year will depend heavily on the government's ability to address these issues effectively.

"Restoring confidence among Chinese tourists and ensuring clean air are crucial steps towards making the tourism sector sustainable in the long run," Sisdivachr stressed. 

The Thai government is under pressure from the Chinese government to address the issue of scam call-center networks.

The Cabinet recently approved a change to an emergency decree on measures to solve technology crimes.

The amendment, expected to take effect in February, will punish financial institutions, telecom operators and social media platforms if their negligence results in facilitating criminal activities of the scam call centers.