BANGKOK, May 21 (Xinhua) -- Thailand welcomed 8.24 million short-haul foreign tourists this year through May 16, with China leading the rebound, as the Southeast Asian country shifts its strategy from volume recovery to value-driven growth, a tourism official said on Thursday.

Tourists in traditional Thai costumes visit the Wat Pho temple in Bangkok, Thailand, July 15, 2025. (File photo: Xinhua)

East Asia accounted for 3.73 million of the total inbound tourists, while the Association of Southeast Asian Nations (ASEAN), South Asia, and the South Pacific contributed 4.5 million, according to the Tourism Authority of Thailand (TAT).

The Chinese mainland posted the region's strongest growth, with 2,151,861 arrivals, up 18.79 percent, or more than 340,000 visitors year-on-year, supported by expanded flight capacity and seat availability, said Pattaraanong Na Chiangmai, TAT deputy governor for international marketing Asia and the South Pacific.

In a statement, the TAT attributed the momentum to targeted campaigns aimed at quality and special-interest segments, alongside the "Thailand Summer Blast" program supporting air connectivity through charter flights and digital marketing.

Looking ahead to the third quarter, the TAT expects short-haul demand to remain stable or increase slightly, buoyed by school holidays across ASEAN from May to August and the summer holiday season.

However, rising airfares are likely to push travelers toward shorter regional trips, intensifying competition among Asian destinations, Pattaraanong noted.

"The window between May and July is a decisive moment for Thailand to compete for quality visitors and secure regional capacity," she said.

"We are moving beyond volume recovery toward value-driven growth, one that builds lasting economic value and distributes tourism revenue more sustainably across the country," the official added.