Chinese arrivals to Thailand fell about 34% to roughly 4.47 million in 2025, and Malaysia overtook Thailand as the top source market. Trip.com's CEO says Thai competition is now global, and that safety must be visibly communicated, not just exist. Practical moves she points to: schedule promotions ahead of the four long holiday windows (1-2 weeks each), tailor offers by generation (tour groups with Chinese-language guides for older travellers, history and culture for families, events for Gen Z, off-season trips for retirees), and bundle hotels, transfers, restaurants and activities into packages sold on platforms Chinese travellers use.