Thailand’s T-wave Struggles to Match South Korea’s K-wave in Attracting Chinese Tourists
Thailand, a nation known for its tropical beaches and ancient temples, is seeking to redefine its image through a new creative economy, harnessing the power of its entertainment sector. Drawing inspiration from South Korea’s successful K-wave, Thailand aims to create its own cultural wave – the T-wave. However, despite the rising popularity of Thai dramas and celebrities in China, the T-wave has not yet delivered a significant boost to post-pandemic Chinese tourism.
The Popularity of Thai Dramas and Celebrities
Before the pandemic, Chinese fans formed a significant part of the audience at Thai celebrity events, with some even relocating to Bangkok to be closer to their idols. The popularity of Thai dramas continues unabated, with actors like Mike Angelo amassing millions of followers on Chinese social media platforms such as Weibo.
Decline in Chinese Tourist Arrivals
However, the popularity of Thai stars and dramas in China has not translated into a surge in tourism. The number of Chinese tourists in Thailand has plummeted from 11 million in 2019 to an expected 3.5 million by the end of 2023, falling well short of the targeted 5 million.
South Korea’s K-wave: A Model for Thailand
South Korea’s entertainment industry has been a major driver of tourism, thanks to significant government support since the 1990s. The Thai entertainment industry, in contrast, is relatively nascent and lacks substantial state backing, which has limited its impact on other sectors.
Government Initiatives and the Future of the T-wave
The Thai government has taken steps to develop the entertainment industry, including the establishment of the Creative Economy Agency (CEA) and collaborations with South Korean producers. Despite these efforts, the influence of the T-wave remains largely confined to dedicated fans, rather than resonating with the broader Chinese populace.
Additional deterrents to Chinese tourism include safety concerns, highlighted by recent incidents, and the negative portrayal of Chinese tourists in media like the film ‘No More Bets’. While Thailand has introduced visa-free travel for Chinese tourists, this is unlikely to significantly boost tourism numbers unless the country invests more in its entertainment industry and improves safety for travelers.
As Thailand strives to evolve its economy and image, the success of the T-wave in attracting Chinese tourists remains to be seen. The country’s journey towards a creative economy is just beginning. However, it’s clear that the road to success will require more than just entertaining dramas and popular celebrities.