Thailand has set its tourist target from Malaysia at 5 million for this year, matching the 2024 figures. This market could see arrivals comparable to China, remaining resilient despite border province conditions.
Patsee Permvongsenee, Executive Director for the ASEAN, South Asia, and South Pacific region at the Tourism Authority of Thailand (TAT), expressed optimism about the Malaysian market despite slower Chinese arrivals.
By August 17, Thailand had received over 2.87 million Malaysian visitors, making Malaysia the country’s second-largest inbound market, just 60,000 arrivals behind China. In early July, Malaysian arrivals even exceeded those from China.
Patsee noted that more than 70% of Malaysian tourists enter via land borders, prompting TAT to launch promotional campaigns and events to encourage repeat visits. One such initiative is the Vijitr at Hatyai illumination art event, running from August 29 to September 21.
“Malaysians now visit Thailand through the border more frequently on weekdays, not just weekends,” she said.
Initially, TAT had set a target of 5.2 million Malaysian visitors this year, given the market’s potential, but this has been revised to around 5 million.
Patsee also pointed out that China is offering substantial discounts on tour packages and airfares to attract Malaysian tourists, directly competing with Thailand. Last month, China and Malaysia signed a mutual visa-free agreement to boost trade and tourism.
Malaysian Tourists Remain Key to Thailand Despite Regional Concerns
Songchai Mungprasitthichai, President of the Songkhla Tourism Promotion Association, suggested that the number of Malaysian tourists this year could rival Chinese arrivals, which are projected to fall below 6.7 million—lower than 2024 figures.
During Malaysia’s Independence Day on August 31, Hat Yai is expected to welcome 5,000 to 10,000 Malaysian visitors daily, bringing hotel occupancy close to full capacity. Songchai also anticipates a 20–30% increase in arrivals around Malaysia Day on September 16, a peak travel period.
Despite advisories from Malaysia’s State Tourism, Culture, Arts, and Heritage Committee to delay trips to Thailand following a bomb attack in Tak Bai, Narathiwat, Songchai expressed confidence in Malaysian tourists’ familiarity with Thailand’s social and tourism environment.
He noted that travelers are largely unaffected by negative news, such as Thailand-Cambodia border tensions or unrest in the deep south, understanding that these incidents do not target foreign visitors. The recent fire attack on Malaysian tourists in Bangkok had only a brief impact.
Patsee Permvongsenee confirmed that the Malaysian embassy has not issued any official advisory against visiting Thailand after the bomb attack. Tourists are advised to exercise caution, avoid areas prone to attacks, and stay updated via news outlets.
The proposed 200,000 round-trip domestic flight giveaway for foreign tourists from September to November could further encourage Malaysians to explore destinations beyond Hat Yai.
According to TAT, Malaysian tourists spend around 5,500 baht (US$170) per day, totaling over 28,700 baht (US$885) per trip, with an average stay of 4.96 days, reported Bangkok Post.
