After a sharp decline related to security, the Tourism Authority of Thailand (TAT) aims to attract 6.7 million Chinese visitors in 2026.
This is an increase of at least 40% compared to the estimated 4.5 to 4.6 million arrivals this year, as the kingdom intensifies its joint marketing campaigns with its Chinese partners.
A strategy centered around the slogan "Thailand–China, one family"
Chinese family with an immigration officer in Thailand. Photo: Siam Rath
TAT Governor Thapanee Kiatphaiboon said:
"The growth strategy will revolve around monthly promotional activities on the theme 'Zhong Tai Yi Jia Qin' (Thailand-China, one family).
Notably sales campaigns, cultural festivals and other events aimed at stimulating demand throughout the year.
The TAT has also expanded its cooperation with its Chinese counterparts.
In particular with the Municipal Bureau of Tourism, Culture, Radio, Television and Sports of Haikou, and it has signed a letter of intent with Tongcheng Travel, one of China's largest online travel platforms.
This partnership aims to promote bilateral tourism through the sale of airline tickets, hotel reservations and joint marketing initiatives.
Thapanee announced that Haikou, in China's Hainan province, had been chosen as a partner due to its similar tourism potential and natural resources, enabling both destinations to create tourism links and attract international visitors.
She described this cooperation as a 'win-win' approach for both countries.
'The wide reach of Tongcheng Travel should help raise awareness of Thailand among Chinese and international travelers.
Hainan's experience in business tourism (MICE) could also help attract large-scale concerts and fan meetings in Thailand,' she added.
The kidnappings have severely affected Thailand's image in China
Chinese actor Wang Xing in a car with police officers returning him from Myanmar to Tak province, Thailand after his kidnapping, Tuesday, January 7, 2025. Photo by the Thai police
Chinese arrivals rose by 22% in January 2025, but weakened towards the end of February following the disappearance of Chinese actor Xing Xing near the Thai border, triggering negative sentiment on Chinese social media, said Mrs. Thapanee.
Other Chinese tourists were kidnapped before, and some after, mainly by networks linked to call centers in Myanmar.
See: Thailand: New kidnapping of Chinese by Burmese call centers
But it was the kidnapping of the actor that truly ignited Chinese social media, causing a sharp decline in tourism from China.
See: Thailand: cancellations or traveling with fear for Chinese tourists
The market was also affected by natural disasters, including earthquakes and floods.
Revival campaigns to cushion the decline in Chinese arrivals
Chinese tourists in Pattaya. Photo: South China Morning Post
Ms. Thapanee said that previous revival campaigns, such as the "Thailand Summer Blast" promotion with online travel agencies, have helped cushion the slowdown, reducing the decline in Chinese arrivals from around 40% to 30%.
In view of the end-of-year celebrations, Mrs. Thapanee stated that travel demand remained strong among Thai and international tourists.
Long-haul and emerging markets are taking over growth
Western tourists in a temple in Thailand. Photo: Oneinchpunch.
Long-haul markets have been particularly dynamic, with a cumulative number of arrivals exceeding 10 million, a record, and expected to reach 11 million by the end of 2025.
The main long-haul markets are the United Kingdom, Russia, and the United States, each exceeding one million visitors.
In short-haul markets, India is expected to reach 2.5 million arrivals, exceeding the initial target of 2.3 million.
Emerging markets such as Poland have recorded growth of nearly 40% and rank among Thailand's top 10 long-haul markets, with high spending per visitor, she said.
- Thailand is targeting 6.7 million Chinese tourists in 2026, an increase of around 40% from 2025.
- The TAT's strategy is based on ongoing promotional campaigns and strengthened partnerships with China.
- The kidnappings of Chinese nationals, including that of an actor in January 2025, have severely tarnished the country's image.
- Revival campaigns have helped limit the decline in Chinese arrivals to around 30% from 40%.
- In parallel, long-haul and emerging markets, such as India and Poland, are supporting tourism growth.
See also:
Tourism in Thailand: the Chinese remain the most spendthrift travelers
Decline in tourism in Thailand: only 32 million visitors in 2025
Thailand: five new links with Europe boost tourism
The major trends in tourism in Thailand for 2026
Thailand launches a plan to boost wellness tourism
Source: Khaosod English
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2 comments
A bad reputation often has a hard time dying and prejudices, even unfounded (which is not the case with regard to the apprehensions of Chinese tourists in Thailand) are tenacious over time and even turn into obsession...
It remains to be seen whether this new attempt at seduction to recover the share of Chinese who are still reluctant to come on vacation in Thailand will be crowned with success by increasing their arrivals by 40%...
For the moment, this remains a matter of pious wishes and a rather uncertain probability calculation depending on the evolution of several internal and external factors in China, and in particular the evolution of the conflict with Cambodia, another subject of concern at the level of people's security…
Already, I don't know what I'm going to do tomorrow, let alone in 2026…
Thailand and China: same family.
So, Thailand has de facto become a Chinese province!!!
The Chinese president jumped for joy upon seeing this very bad slogan.
One more that means absolutely nothing.