BANGKOK — Thailand’s tourism authority has set a target of attracting 6.7 million Chinese visitors in 2026, up at least 40% from an estimated 4.5–4.6 million arrivals this year, as it steps up joint marketing campaigns with Chinese partners, officials said Thursday.
Tourism Authority of Thailand (TAT) Governor Thapanee Kiatphaiboon said the growth strategy will center on monthly promotional activities under the theme “Zhong Tai Yi Jia Qin” (Thailand–China, One Family), including sales campaigns, cultural festivals and other demand-stimulation events throughout the year.
TAT has also expanded cooperation with Chinese counterparts, including the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports, and signed a letter of intent with Tongcheng Travel, one of China’s largest online travel platforms. The partnership aims to promote two-way tourism through airline ticketing, hotel bookings and joint marketing initiatives.
Tourism Authority of Thailand (TAT) Governor Thapanee KiatphaiboonThapanee said Haikou, in China’s Hainan province, was selected as a partner because of its similar tourism potential and natural resources, allowing the two destinations to create travel linkages and attract international visitors. She described the cooperation as a “win-win” approach for both countries.
Tongcheng Travel’s extensive reach is expected to boost awareness of Thailand among Chinese and international travelers, while Hainan’s experience in meetings, incentives, conventions and exhibitions (MICE) tourism could help attract large-scale concerts and fan meetings to Thailand, she added.
Chinese arrivals rose 22% in January 2025 but weakened toward the end of February following the disappearance of Chinese actor Xing Xing near the Thai border, which triggered negative sentiment on Chinese social media, Thapanee said. The market was also affected by natural disasters, including earthquakes and floods.
Chinese tourists in student costume pose for photographs in Bangkok, Thailand, Thursday, May 8, 2025. (AP Photo/Sakchai Lalit)She said earlier stimulus campaigns, such as the Thailand Summer Blast promotion with online travel agencies, helped cushion the downturn, reducing the decline in Chinese arrivals from about 40% to 30%.
Looking ahead to the year-end holiday season, Thapanee said travel demand remains strong among both Thai and international tourists. Long-haul markets have been particularly robust, with cumulative arrivals exceeding 10 million, a record high, and projected to reach 11 million by the end of 2025.
Key long-haul markets include the United Kingdom, Russia and the United States, each surpassing 1 million visitors. In short-haul markets, India is expected to reach 2.5 million arrivals, above the original target of 2.3 million. Emerging markets such as Poland have recorded nearly 40% growth and rank among Thailand’s top 10 long-haul markets, with high spending per visitor, she said.
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