The report also highlighted the role of improved digital visa systems, enhanced air connectivity, and better coordination between airports and travel agents in delivering a smoother travel experience.

The Hong Leong Investment Bank noted that Malaysia's tourism sector continues to grow despite a sluggish global economy, with Chinese visitor numbers surging 22 percent year-on-year in the first quarter, reaching 10.1 million — making it the highest in Southeast Asia.

This year, Thailand's tourism strategy is focused on survival rather than expansion, as regional competitors accelerate ahead.

Thanapol Cheewarattanaporn, president of the Thai Travel Agents Association, said Thailand's position in the tourism race has become increasingly difficult, especially when compared to countries like Japan and Vietnam.

"While other countries are moving forward, Thailand remains stagnant. The massive Chinese tourist market that once powered our industry has yet to return in full force," Thanapol observed.

Staying afloat

Sisdivachr Cheewarattanaporn, honorary president and senior adviser to the Thai Travel Agents Association, said that urgent stimulus measures are needed to prevent a further decline.

"This year, we must focus on staying afloat. If there are any plans to boost the sector, they must be implemented swiftly to maintain our target of 35 million international arrivals — close to last year's figure," he said.

Thienprasit Chaiyapatranun, president of the Thai Hotels Association, projected foreign arrivals at 34 million this year, below the Tourism Authority of Thailand's official target.

Still, he described this outcome as a solid performance, given softening global demand — particularly from China, where concerns over safety have tarnished Thailand's image.

He urged stronger law enforcement to restore confidence, which would benefit not only Chinese travelers but tourists from other countries as well.

He also called on the government to reconsider its visa waiver program, which currently allows citizens from 93 countries to stay in Thailand for up to 60 days.

"Visa policies should be tailored to each market in line with travel behavior and average length of stay," he said, noting that some visitors use the scheme to work rather than for leisure.

Suphajee Suthumpun, Group CEO of Dusit Thani, a Thai hospitality company, noted that Thailand now faces fierce competition from alternative destinations across the globe, including Vietnam and the Philippines.

To maintain competitiveness, she urged closer public-private cooperation to extend visitors' length of stay through targeted segments such as medical and wellness tourism, MICE(meetings, incentives, conferences, and exhibitions), gastronomy tourism, long-stay travel, and work-from-anywhere packages.

"As global risks mount, people may be less inclined to travel for leisure alone. But if we adopt a focused marketing approach, we can tap into new demand. The old model of selling Thailand as just a 'pretty destination' no longer works in today's landscape," she said.

The Nation, Thailand