Thailand Launches Nihao Month 2026 To Boost Chinese Travel Demand With Culture, Deals And Premium Experiences

Thailand is promoting new opportunities to rebuild tourism with China. This includes travel offerings for the upcoming festivals in China: the Mid-Autumn Festival and National Day Golden Week. In collaboration with its public and private sector partners, the Tourism Authority of Thailand (TAT) has developed Nihao Month 2026. This is an extended version of its promotional campaign to attract Chinese travelers and increase the overall travel spend to create a travel demand curve before the 2027 Chinese New Year.

Starting on 15 September, the third edition of the Amazing Thailand Mid-Autumn campaign combines digital travel promotions, exclusive visitor benefits, cultural experiences and influencer-led storytelling to encourage Chinese travellers to choose Thailand for their next holiday.

The campaign reflects Thailand’s continued focus on strengthening tourism cooperation with China through cultural connections, improved visitor experiences, higher service standards and sustainable tourism development. Built around the message “Zhong Tai Yi Jia Qin”, meaning China and Thailand are one family, Nihao Month 2026 aims to deepen people-to-people relationships while promoting two-way tourism growth between both countries.

The initiative has grown significantly since its launch in 2024, evolving from a seasonal tourism promotion into a wider platform that combines travel marketing, cultural exchange and industry partnerships.

Thailand Expands Nihao Month 2026 With Four-Part Strategy To Attract Chinese Travellers

Nihao Month 2026 has been designed as a complete travel journey that begins before visitors leave China, continues throughout their stay in Thailand and extends through online destination storytelling after their return.

The campaign includes four major activities focused on increasing bookings, improving visitor experiences and showcasing Thailand’s diverse tourism strengths.

The first element is a large-scale partnership with Meituan, one of China’s leading lifestyle and consumer platforms. The collaboration will run from 15 September to 31 October and will combine digital marketing with direct travel sales opportunities.

Through Meituan’s travel, hotel, dining and lifestyle ecosystem, Chinese consumers will receive targeted offers for accommodation, restaurants, flights and tourism activities. The platform will use consumer insights and location-based technology to provide travellers with relevant recommendations, including nearby attractions and real-time booking options once they arrive in Thailand.

The campaign aims to attract at least 10,000 purchases while encouraging longer stays and increased spending among visitors from major Chinese cities, emerging first-tier cities and secondary markets.

Thailand is also using the partnership to strengthen its position as a leading food and lifestyle destination. A dedicated Thailand tourism page on Meituan will highlight premium dining experiences, including the Black Pearl Restaurant Guide, while Chinese travel and food creators will share personal experiences showcasing Thailand’s culinary appeal.

A separate Thai Food Explorer campaign across Meituan and Xiaohongshu will encourage travellers to create and share their own food and travel stories, helping transform online interest into actual bookings.

Chinese Visitors Receive Exclusive Benefits Through New Passport Privilege Programme

Alongside digital promotions, Thailand is introducing a special Chinese Passport Privilege programme to enhance the visitor experience during the campaign period.

Running from 15 September to 31 October, the initiative brings together 20 tourism and lifestyle partners covering shopping, wellness, transport services, travel applications, telecommunications and online payment platforms.

Chinese travellers can access special discounts, vouchers, complimentary products, connectivity benefits and payment-related offers by showing their Chinese passport at participating locations.

The programme is designed to encourage visitors to explore more parts of Thailand while increasing spending across multiple sectors, including retail, dining, wellness and transportation.

By connecting travellers with additional services throughout their journey, Thailand aims to create a smoother and more rewarding experience from arrival until departure.

Some selected benefits will continue beyond the main campaign period, allowing Chinese visitors to enjoy extended advantages while travelling in Thailand.

Thailand Uses Mid-Autumn Festival To Strengthen Cultural Tourism Links With China

A major highlight of Nihao Month 2026 will be the Amazing Thailand Mid-Autumn Celebration 2026, taking place on 25 September at One Bangkok.

The event will present the Mid-Autumn Festival as a symbol of shared cultural heritage between Thailand and China. Through traditional activities and cultural experiences, the celebration will showcase the close relationship between the two countries while promoting Thailand as a destination where history, culture and modern lifestyle come together.

The event will feature cultural workshops including lantern making, calligraphy activities and traditional fortune-stick experiences. It will also bring together Chinese travel creators who will share their experiences with audiences across digital platforms.

Through this cultural exchange, Thailand aims to create stronger emotional connections with Chinese travellers and inspire future visits by highlighting the country’s traditions, hospitality and unique experiences.

Influencers Explore Thailand’s Hidden Experiences Through Special Familiarisation Trip

Following the Mid-Autumn celebration, Thailand will continue its destination promotion through the Amazing Thailand Mid-Autumn KOLs FAM Trip, scheduled from 26 to 29 September.

During the journey, Chinese content creators will explore Thailand through the theme of the “5 Must Do in Thailand” experiences, showcasing the country’s soft power across food, culture, nature, wellness and lifestyle.

The programme will feature four specially designed travel routes highlighting different aspects of Thailand.

In Krabi, travellers will discover sustainable nature experiences under the theme “Green Rediscover”. The Phetchaburi–Hua Hin route will focus on culinary experiences through “Amber Gastronomy”. Chiang Rai will showcase peaceful wellness and cultural experiences through “Rainbow Retreat”, while Rayong and Ko Samet will highlight coastal relaxation and wellness under “Blue Healing”.

Through direct experiences and digital storytelling, the programme aims to improve awareness of Thailand’s diverse destinations beyond traditional tourism hotspots.

The initiative also supports Thailand’s goal of attracting higher-value Chinese travellers who are interested in meaningful experiences, longer stays and premium travel products.

Thailand Forecasts Strong Chinese Visitor Growth During Mid-Autumn And Golden Week Holidays

Thailand expects Chinese tourism demand to increase significantly during the extended Mid-Autumn Festival and National Day holiday period from 25 September to 7 October.

Forecasts indicate that Chinese arrivals could rise by 24 per cent, reaching around 250,000 visitors during the period. These travellers are expected to generate approximately 11.5 billion Baht in tourism revenue, representing a 37 per cent increase compared with the previous year.

During the official National Day Golden Week from 1 to 7 October alone, Thailand expects around 137,000 Chinese arrivals, an increase of 21 per cent, contributing approximately 4.2 billion Baht in tourism revenue, up 35 per cent year-on-year.

The positive outlook is supported by growing travel demand and stronger flight connectivity between China and Thailand.

According to ForwardKeys data, flight bookings to Thailand for October have increased by 16 per cent, while searches for flights from China have grown by 24 per cent.

The strongest demand is coming from major Chinese cities including Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing.

The combination of two major holidays is also encouraging travellers to plan longer trips by combining the Mid-Autumn Festival break with the National Day holiday period.

New China-Thailand Flight Connections Support Tourism Recovery Momentum

Thailand’s tourism recovery from China is receiving further support through additional air connectivity.

Six new direct routes between China and Thailand are scheduled to begin operations during September and October, creating more travel options and improving access for Chinese visitors from different regions.

The increased flight capacity comes as Thailand continues efforts to rebuild confidence in the Chinese market while focusing on safe, high-quality and sustainable tourism growth.

Through Nihao Month 2026, Thailand is not only promoting short-term holiday travel but also building a stronger foundation for future visitor growth, including demand expected during the Chinese New Year period between January and February 2027.

With a combination of digital conversion, cultural connection, exclusive visitor benefits and immersive destination storytelling, Thailand aims to strengthen its position as one of China’s preferred international travel destinations.