Malaysian Tourists Continue to Drive Thailand’s Tourism Sector
Despite the revised target of 5 million Malaysian tourists this year, which aligns with the number seen in 2024, the market shows potential to match the number of Chinese visitors. This resilience is evident despite ongoing challenges along the border provinces.
Patsee Permvongsenee, executive director of the Asean, South Asia and South Pacific region at the Tourism Authority of Thailand (TAT), highlighted that there is still optimism for the Malaysian market, especially given the slower growth in Chinese arrivals. As of August 17, Thailand welcomed over 2.87 million Malaysian tourists, making it the second-largest inbound market after China. In early July, there was even a week where Malaysian arrivals surpassed those from China.
A significant portion of these tourists—over 70%—enter via the land border. To maintain this flow, TAT has been conducting promotional campaigns and regular events in border areas. One such event is the "Vijitr at Hatyai" illumination art event, held from August 29 to September 21. Patsee noted that Malaysians are now visiting Thailand more frequently on weekdays rather than just weekends.
Although TAT initially aimed for at least 5.2 million Malaysian tourists, it has since adjusted the target to around 5 million. This change reflects the evolving dynamics in the tourism sector. Meanwhile, China has intensified its efforts to attract Malaysian tourists by offering heavily discounted tour packages and airfares, creating direct competition with Thailand.
The recent mutual visa-free agreement between China and Malaysia is expected to further boost travel between the two nations. Songchai Mungprasitthichai, president of the Songkhla Tourism Promotion Association, believes that the total number of Malaysian tourists this year could match Chinese arrivals, as the latter is projected to fall below 6.7 million, which is lower than the 2024 figures.
During Malaysia's Independence Day holiday on August 31, Hat Yai is expected to welcome between 5,000 and 10,000 Malaysian tourists daily, significantly boosting hotel occupancy rates. The period around September 16, Malaysia Day, is anticipated to see a 20-30% increase in arrivals, as it is a more popular time for travel.
However, there have been concerns following a bomb attack in Tak Bai, Narathiwat, which led to advice from Malaysia’s State Tourism, Culture, Arts and Heritage Committee to postpone visits to Thailand. Despite this, Songchai emphasized that Malaysian tourists are well-informed about the situation and remain unfazed by negative news, including border skirmishes and unrest in the deep South. They understand that such issues do not target foreign visitors.
The recent fire attack on Malaysian tourists in Bangkok had only a short-term impact, according to Songchai. Patsee confirmed that there has been no official statement from the Malaysian embassy advising against visiting Thailand due to the incident. She encouraged tourists to exercise caution and avoid high-risk areas while staying informed about local developments.
To further encourage visits, TAT has planned a 200,000 round-trip domestic flight giveaway for foreign tourists between September and November. This initiative could attract Malaysians to explore other famous destinations beyond Hat Yai.
Malaysian tourists spend an average of 5,500 baht per day, or over 28,700 baht per trip, staying for approximately 4.96 days. Their continued presence underscores the importance of the Malaysian market to Thailand’s tourism industry.
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