In Pattaya, Thailand, 22-year-old Kluay starts her day at sunrise, preparing the beach for visitors. She’s taken on a second job to make ends meet, as her main income, jet ski rentals, has plummeted. Once popular with Chinese tourists, the business has suffered a sharp decline. Tour guides no longer bring busloads of visitors, and the beach remains quiet. Since early 2025, Chinese tourist numbers have dropped by 30%, leaving local businesses struggling. Hotels that once catered to Chinese tour groups now face empty lobbies and rising costs, forcing them to repurpose spaces and adapt quickly.

Fear and social media drive tourist decline

The downturn is largely driven by fear. Chinese influencers have warned followers that Thailand is unsafe, citing high-profile incidents like the kidnapping of actor Wang Xing, who was taken to Myanmar before being rescued. The March earthquake added to safety concerns, prompting many tour operators to change destinations. Despite this, some Chinese tourists still visit independently. Yu Huiling, traveling from southern China, says she feels safe in well-known tourist areas like Bangkok and Pattaya. Her presence—and photos of happy travelers—are vital for Thailand’s tourism image.

Adapting to new markets and uncertain futures

Local businesses are trying to pivot. Kluay promotes her jet ski rentals online, hoping to attract domestic tourists. In Bangkok, restaurants on Banthat-Thong Road are shifting focus to Indian visitors, a growing market. Restaurateur Sittichan Vuttipornkul is developing vegetarian and vegan menus to meet their preferences. Thailand’s affordability and rich experiences continue to appeal to Indian travelers. But for workers like Kluay, each day remains uncertain.