The number of tourists in Chiang Mai has declined. From April to June 2025, the number of Chinese tourists dropped by over 30 percent, raising serious concerns within the local tourism sector.
Phatthanong Na Chiang Mai, Deputy Governor for Asia and South Pacific Marketing at the Tourism Authority of Thailand, stated that approximately 6.7 million tourists visited Chiang Mai in the first six months of 2025. Of these, 4.8 million were domestic tourists, showing a growth rate of 3 to 4 percent. However, the number of international tourists was 1.8 million, reflecting a decrease that aligns with overall tourism trends.
Tourist behavior has changed significantly, with more travelers now choosing to travel independently (FIT). Tourism operators need to enhance their public relations channels to better connect with these tourists, while also developing high-quality products and services that meet their needs.
The Chiang Mai Provincial Tourism Council, in cooperation with the Tourism Authority of Thailand (TAT), recently held a meeting to discuss short-term strategies to boost tourism during the upcoming high season, as well as long-term plans to attract more international visitors and revive the province’s tourism industry.
To stimulate tourism, the Chiang Mai Tourism Council plans to launch the “12 Months with 12 Festivals” campaign with the aim to promote tourism throughout the year, extend tourism benefits to all sectors and areas, and enhance Chiang Mai as a year-round destination for all visitors.
