Chiang Mai’s tourism and hotel industry are facing a challenging low season in 2025, exacerbated by a significant decline in Chinese and Thai visitors. La-iad Bungsrithong, General Manager of RatiLanna Riverside Spa Resort Chiang Mai and advisor to the Thai Hotels Association, expressed deep concerns about the outlook for the industry during the second and third quarters of the year, describing it as “extremely bleak.”
Despite a strong start in the first quarter, following the previous high season, the momentum dwindled by March, signaling a decline in tourist arrivals. The Chinese market, historically a major source of international tourists for Chiang Mai, suffered a severe blow with a significant drop in arrivals after an earthquake in Myanmar in late March.
The reduction in direct flights from China to Chiang Mai further compounded the situation, with the city now receiving fewer flights compared to previous years. To counterbalance the decline in Chinese visitors, operators are now shifting focus to emerging markets such as South Korea, the Middle East, and ASEAN countries.
Not only has there been a drop in international visitors, but Thai tourists have also decreased by over 20% since the beginning of the year. This decline is attributed to a post-COVID trend of Thais opting for overseas travel and the high domestic airfare prices, coupled with cautious spending due to economic factors.
Even during the usually bustling Songkran festival season in April, both Thai and Chinese tourists were noticeably absent, citing lingering safety concerns. This resulted in a significant drop in hotel occupancy rates across Chiang Mai, particularly in popular areas like Chang Klan and the Night Bazaar.
Looking ahead, La-iad expressed hope for a potential uptick in tourism during the school holidays in July and August, which could help maintain decent occupancy rates for a significant portion of the year. However, if this does not materialize, hotels will have to heavily rely on the high season, limited to just a few months.
Given the challenging start to the year, the industry is bracing for a tough road ahead. With a strategic shift towards diversifying visitor sources and addressing domestic market concerns, Chiang Mai’s tourism sector is adapting to navigate through the current downturn.
As the industry grapples with these challenges, stakeholders are hopeful that concerted efforts and potential government interventions could help revitalize tourism in Chiang Mai and restore its position as a prominent destination on the global travel map.
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