China’s aggressive expansion in the tourism sector is creating significant challenges for neighboring countries like Thailand and India. Through a combination of market-disrupting strategies and expansive visa free travel policies, China is reshaping the tourism landscape in Asia, posing a direct threat to the tourism industries of these nations.

Chinese Investments and Market-Busting Tours in Thailand

Chinese investments in Thailand’s tourism sector have rapidly increased, particularly through small-scale operations that undercut local businesses. The Association of Thai Travel Agents (ATTA) has raised concerns over the rise of “market-busting tours,” where Chinese travel agencies use Thai nominees to register businesses and offer tours at unsustainably low prices. These underpriced packages disrupt the market, making it difficult for local operators to compete and harming Thailand’s reputation when these tours fail to meet expectations.

Sisdivachr Cheewarattanaporn, president of ATTA, emphasized that these market-busting tours are even more damaging than the infamous “zero-dollar” tours, which have long been a problem in Thailand. The situation worsens when these tours, which are priced unrealistically low to attract tourists, turn unprofitable. In such cases, tourists might be coerced into spending more or even held until they agree to pay additional fees, leading to negative experiences and tarnishing Thailand’s image as a tourist-friendly destination.

To address these issues, ATTA is advocating for the regulation of tour package prices to ensure they reflect true market conditions and foster fair competition. This move is seen as essential to protecting the local tourism industry from long-term damage. The hotel sector, however, faces fewer risks due to its higher investment requirements and the fact that most Chinese investments in this area involve formal partnerships, making it more stable and less susceptible to such market disruptions.

China’s Expanding Visa-Free Policies and Their Impact

In addition to its economic influence in Thailand, China is expanding its reach by introducing new visa-free travel policies as of August 2024, which are poised to shift tourist flows in the region. Starting in early 2024, China began rolling out a visa-free travel program that now includes Poland, Australia, and New Zealand, along with 11 European nations such as Spain, Italy, and France. This policy, valid until the end of 2025, is designed to attract more international visitors, further boosting China’s tourism sector.

The program, which initially targeted 11 European countries and Malaysia, has been expanded to include Poland and other key global players. Citizens from Austria, Belgium, France, Germany, Hungary, Ireland, Italy, Luxembourg, the Netherlands, Spain, and Switzerland now enjoy visa-free entry to China until the end of next year. The inclusion of these countries is part of China’s broader strategy to promote business travel, luxury tourism, and cultural exchanges.

Moreover, China’s Hainan Province is now open to visa-free travel for citizens of 59 countries, including major markets like Russia, the United Kingdom, and the United States. This policy allows for stays of up to 30 days and aims to promote a wide range of activities, from tourism and business to medical treatment and sports competitions. This initiative is expected to draw significant numbers of tourists who might otherwise have chosen destinations like Thailand and India, thus intensifying the competition in the regional tourism market.

China has also introduced a 144-hour visa-free policy for citizens of 54 countries, allowing them to explore 23 major cities, including Beijing, Shanghai, Guangzhou, and Xi’an. This initiative is designed to boost short-term tourism and promote cultural exchange, potentially diverting tourists from other popular Asian destinations.

China has also introduced a new policy allowing visa-free entry for foreign tour groups arriving by cruise ships. Starting May 15, these groups can enter and stay in China for up to 15 days without a visa, according to the National Immigration Administration. This move is part of China’s broader strategy to attract more international visitors and strengthen its tourism sector, which has faced challenges in recent years. By easing entry requirements for cruise tourists, China aims to boost its appeal as a top destination and compete more effectively with neighboring countries like Thailand and India.

Thailand’s Strategic Visa Regulations

Recognizing the importance of maintaining its status as a leading tourist destination, Thailand is rolling out new visa regulations designed to attract a diverse range of international visitors. These measures, set to launch on July 15, 2024, include a 60-day visa-free scheme, an expanded Visa on Arrival (VOA) program, and the introduction of the Destination Thailand Visa (DTV) aimed at remote workers, digital nomads, and students.

Thailand has seen a significant surge in tourist arrivals, with a 35% increase as of July 7, 2024, compared to the same period in 2023. This influx has boosted the local economy, contributing approximately 858 billion baht ($24 billion). The primary sources of these tourists have been China, Malaysia, and India, reflecting a strong interest in Thailand despite the growing competition from China’s tourism sector.

The new visa waiver program expands eligibility to citizens from 93 nations, up from 57, allowing them to enter Thailand without a visa for up to 60 days. This move is part of Thailand’s broader strategy to enhance its appeal as a top destination for both tourists and short-term business visitors.

The expanded VOA program now includes nationals from 31 countries, an increase from 19, allowing for short-term tourist visits of up to 15 days. The introduction of the Destination Thailand Visa (DTV) is particularly noteworthy, as it targets long-term visitors, including remote workers and students, who can stay in Thailand for up to five years with multiple entries. This initiative positions Thailand as a hub for digital nomads and professionals seeking flexibility in their travel arrangements.

India’s Strategic Expansion of Visa Facilities

India, facing similar challenges from China’s expanding tourism influence, has introduced new visa-on-arrival facilities and expanded its e-visa program. On August 5, 2024, Union Minister for Tourism and Culture, Gajendra Singh Shekhawat, announced the launch of a visa-on-arrival facility for nationals of Japan, South Korea, and the UAE. This facility allows visitors to enter India for tourism, business, conferences, and medical purposes, with a stay of up to 60 days and the possibility of double entry.

The visa-on-arrival service is available at six major international airports across India—Delhi, Mumbai, Chennai, Kolkata, Bangalore, and Hyderabad—making it easier for travelers from these countries to visit. This initiative is part of India’s broader strategy to attract more international visitors and boost its tourism sector.

In addition to the visa-on-arrival program, India has expanded its e-visa facility to 167 countries, allowing for entry through 30 designated international airports and six major seaports. This expansion significantly improves accessibility for travelers from around the world, positioning India as a more convenient and attractive destination.

India’s efforts to enhance its visa facilities reflect its commitment to competing in the increasingly competitive regional tourism market. By making travel more accessible, India aims to draw more visitors to its diverse cultural and natural attractions, from the snow-capped peaks of the Himalayas to the sun-kissed beaches of Goa.

Conclusion: Navigating Regional Tourism Challenges

As China continues to expand its influence through aggressive tourism policies and strategic investments, neighboring countries like Thailand and India are responding with their own measures to stay competitive. Both nations are implementing new visa regulations and enhancing their tourism offerings to attract international visitors and maintain their appeal in a rapidly changing regional landscape.

The competition for international tourists is intensifying, and the strategies adopted by these countries will play a crucial role in shaping the future of tourism in Asia. As Thailand and India strive to navigate these challenges, their ability to adapt and innovate will determine their success in the face of China’s growing dominance in the region.