The role of English, Chinese, and Japanese in the tourist business in Thailand: Opportunities and challenges in 2025
DOI:
https://doi.org/10.62819/jel.2026.1724Keywords:
English as a Lingua Franca (ELF), , Japanese tourism market recovery, Mandarin language services, multilingual tourism strategy, Thailand tourism economy 2025Abstract
This study examines the strategic roles of English, Mandarin Chinese, and Japanese in Thailand’s tourism industry in 2025. Using secondary data from government statistics, tourism reports, and academic literature, the analysis considers language as an economic driver, its impact on tourist spending, and policy implications for multilingual tourism planning. Findings show that English remains the main lingua franca connecting Thailand to European markets. However, the growing purchasing power of Chinese and Japanese tourists highlights the need to invest in Mandarin and Japanese proficiency. The results indicate that even basic multilingual communication can attract high-spending tourist segments. The study concludes that a coordinated trilingual language strategy, supported by role-specific training and institutional standards, is vital to maintaining Thailand’s competitiveness in the global tourism economy.
References
Alan, W. (2025, February 5). Singapore tourism projects 18.5 million visitors for 2025. Daily Lodging Report. https://dlr.skift.com/2025/02/05/singapore-tourism-projects-18-5-million-visitors-for-2025/
Bank of Thailand. (2024, June 25). White paper: Enhancing Thailand’s digital payment ecosystem through VISA collaboration. https://www.bot.or.th/content/dam/bot/documents/th/research-and-publications/research/discussion-paper-and-policy-paper/250624_WhitepaperVISA.pdf
Bourdieu, P. (1991). Language and symbolic power. Harvard University Press.
Chamnankit, P. (2015). The needs of English language skills among receptionists at boutique hotels in Bangkok [Master's thesis, Thammasat University]. TU Digital Collection. http://ethesisarchive.library.tu.ac.th/thesis/2015/TU_2015_5721040763_4801_2923.pdf
EF Education First. (2025). EF English proficiency index 2025. https://www.ef.com/epi
EF English Proficiency Index (EF EPI). (2024). Thailand profile. EF education first. https://www.ef.com/epi/regions/asia/thailand/
Government Public Relations Department. (2025, June 6). Thailand remains the top summer pick for European travelers. https://www.thailand.go.th/issue-focus-detail/thailand-remains-top-summer-pick-for-european-travelers-?
Grin, F. (2001). English as a global language: Policies, costs and benefits. In M. G. Clyne & A. (Eds.), Undoing and Redoing Babel: Language Planning and the 21st Century (pp. 57–83). Cambridge University Press.
Immigration Services Agency of Japan. (2025). Statistics on Japanese nationals traveling abroad. Japan Tourism Data Platform. https://www.tourism.jp/en/tourism-database/stats/outbound
Jantira, H. (2022). Needs analysis of English skills for Thai resort workers in Koh Samet, Thailand [Master’s thesis, Thammasat University]. TU Digital Collection. http://ethesisarchive.library.tu.ac.th/thesis/2022/TU_2022_6421040079_17785_25972.pdf
Kasikorn Research Center. (2024). Number of Chinese tourists visiting Thailand has surged to the top spot (Current Issue No. 3449). Kasikorn Research Center.
Khaosod English. (2025, June 15). High-spending European tourists boost Thailand’s green season. Khaosod English. https://www.khaosodenglish.com/tourism/2025/06/15/high-spending-european-tourists-boost-thailands-green-season/?utm_source
Molpasorn, S. (2024, November 7). Thailand targets 8 million European tourists in 2025. Bangkok Post. https://www.bangkokpost.com/business/general/2897733/thailand-targets-8-million-european-tourists-in-2025
Nation Thailand. (2024, December 28). China tops Thailand’s tourist arrivals in 2024. Nation Thailand. https://www.nationthailand.com/thailand/general/40034567
Nation Thailand. (2025, January 23). Thailand welcomes over 35 million visitors in 2024: A milestone paving the way for 2025. Nation Thailand. https://www.nationthailand.com/pr-news/pr-news/40044862
Pattaya Mail. (2024, September 25). Thailand sets ambitious target of attracting 1 million German tourists this year. Pattaya Mail. https://www.pattayamail.com/thailandnews/thailand-sets-ambitious-target-of-attracting-1-million-German-tourists-this-year-473481
Post Reporters. (2024, August 4). Thailand expects 1m Japanese visitors by end of year. Bangkok Post. https://www.bangkokpost.com/business/general/2841288/thailand-expects-1m-japanese-visitors-by-end-of-year
PRD Thailand. (2023, May 10). Thailand welcomes 8.6 million tourist arrivals in January–April 2023. https://thailand.prd.go.th/en/content/category/detail/id/2078/iid/180395
PRD Thailand. (2024, November 22). Thailand's GDP climbs 3% in Q3 of 2024, tourism sparks economic momentum. https://thailand.prd.go.th/en/content/category/detail/id/2078/iid/341900
Puntid, H. (2024, July 11). Japanese tourists to flock to Thailand despite economic woes. The Thaiger. https://thethaiger.com/news/national/japanese-tourists-to-flock-to-thailand-despite-economic-woes
RoadGenius. (2025, July 20). Bangkok tourism statistics. https://roadgenius.com/statistics/tourism/thailand/bangkok/#How_many_people_visited_Bangkok_in_2024
Thaiger. (2025). Tourism authority revises Chinese arrival forecast for 2025. https://thethaiger.com/news/national/tourism-authority-revises-chinese-arrival-forecast-for-2025
Thammakhan, N. (2024). An analytical examination of the influence of the English language as a lingua franca on Thailand's educational, economic, and cultural dynamics. Journal of Asian Language Teaching and Learning (Online), 5(3), 156–168.
Thitivesa, T., & Siraphatthada, A. (2020). English proficiency improves communication, satisfaction, and tourist attraction. Journal of Tourism Management Studies, 8(2), 45–58.
Tiansoodeenon, M., Rungruangsuparat, B., & Tarapond, S. (2023). Investigating the needs and challenges with regard to English communicative competencies in the Thai hospitality industry. Journal of Current Science and Technology, 10(2), 69–80.
Tourism Authority of Thailand. (2025). Tourism statistics and projections. https://www.tatnews.org
World Population Review. (2025). English proficiency by country. https://worldpopulationreview.com/country-rankings/english-proficiency-by-country
Downloads
Published
How to Cite
Issue
Section
