desapenari.id – Thailand tengah menghadapi krisis pariwisata akibat penurunan drastis kunjungan turis asal China. Pada 16 April 2025, jumlah wisatawan China tercatat hanya 5.833 orang. Angka ini turun jauh dari rata-rata harian 15.000 hingga 20.000 wisatawan.
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Thailand Hadapi Krisis Pariwisata Terburuk
Seorang eksekutif industri pariwisata menyebut kondisi ini sebagai krisis serius. Mantan Gubernur Otoritas Pariwisata Thailand (TAT), Yuthasak Supasorn, meminta pemerintah segera memperkuat manajemen reputasi. Ia menilai penguatan promosi daring menjadi langkah penting untuk menarik kembali wisatawan China.
Sisdivachr Cheewarattanaporn, penasihat Asosiasi Agen Perjalanan Thailand, mengatakan ini krisis terburuk sejak insiden kapal tenggelam di Phuket pada 2018. Ia menjelaskan faktor ekonomi dan kebijakan China yang mendorong pariwisata domestik memperburuk situasi.
Hingga 20 April 2025, Thailand mencatat 1,5 juta kunjungan wisatawan China. Jumlah ini jauh dari target pemerintah sebesar 7 juta kunjungan. Sisdivachr memperkirakan angka akhir tahun hanya mencapai 4,2 hingga 5,5 juta kunjungan.
Thailand sebelumnya menerima 11 juta turis China pada 2019 sebelum pandemi. Namun, kini kebijakan tarif AS dan promosi pariwisata domestik China menekan minat wisatawan berkunjung ke luar negeri, termasuk Thailand.
TAT berencana mengundang 600 agen perjalanan dan influencer dari China untuk meningkatkan kunjungan rombongan wisata. Sisdivachr menilai langkah ini lebih baik daripada tidak bertindak sama sekali.
Yuthasak juga menegaskan pentingnya kampanye terpadu untuk mempromosikan daya tarik unik Thailand. Ia mendorong kerja sama dengan maskapai, agen perjalanan, dan lembaga budaya. Pemerintah juga diminta membangun kembali kepercayaan wisatawan melalui peningkatan keamanan dan promosi yang efektif.
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Thailand harus bergerak cepat agar tidak kehilangan pasar utama mereka di tengah persaingan pariwisata global yang semakin ketat.
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