TAT Sets Ambitious Target Of Over Six Million Chinese Tourists By 2026, Focusing On Strategic Partnerships And Campaigns To Boost Thailand’s Tourism Recovery

Published on December 19, 2025

The Tourism Authority of Thailand (TAT) has set an ambitious target to attract over six million Chinese tourists by 2026, aiming to drive the country’s tourism recovery. By focusing on strategic partnerships and tailored campaigns, TAT plans to tap into the growing demand from China, which remains one of the most vital markets for Thailand’s tourism industry. This initiative is expected to revitalize the sector, boosting visitor numbers and supporting the long-term growth of Thailand’s economy through increased international arrivals.

The Tourism Authority of Thailand (TAT) has set an ambitious target to recover the Chinese tourism market, aiming to attract 6.7 million Chinese visitors by 2026. This effort comes as a response to a sharp decline in arrivals in 2025. To achieve this goal, TAT is focusing on expanding its network of partnerships and collaborations, such as the recent signing of letters of intent (LOIs) with a Chinese travel agent and the Haikou tourism authority.

The sharp drop in Chinese tourist arrivals this year has prompted TAT to implement a series of measures aimed at rebuilding confidence in Thailand as a destination for Chinese travelers. The “Trusted Thailand” campaign is one of the key strategies launched by the TAT to address this issue, positioning Thailand as a safe and welcoming destination. The campaign highlights the country’s commitment to health and safety, especially in light of the ongoing challenges posed by the global pandemic. Additionally, TAT is actively promoting new chartered flights between Thailand and China to make it easier for travelers to reach the kingdom, thus enhancing connectivity and encouraging more visitors.

Despite these efforts, the numbers reveal a concerning trend. Between January and November 2025, Thailand recorded only 4.1 million Chinese arrivals, a 33.8% year-on-year decline, as reported by the Ministry of Tourism and Sports. While this decline is significant, the potential for recovery is clear. Chinese travelers continue to be among the world’s most significant spenders on international tourism, and their interest in overseas travel remains strong. However, the recovery will require strategic partnerships and focused marketing efforts to regain lost ground.

One such partnership that aims to boost Chinese arrivals is the collaboration with Haikou, the capital city of Hainan province. Located on Hainan’s northern coast, Haikou is home to more than 3 million people and is considered a key economic, tourism, and innovation hub for the region. The city is rapidly positioning itself as an international center driven by technology and innovation, with plans to become a major international city in the near future. Given its proximity to Thailand—just a two-hour flight—Haikou offers a strong opportunity for synergy between the two destinations, allowing travelers to combine both in a single trip.

The partnership with Haikou is a strategic move to promote bilateral tourism, with the goal of raising awareness of tourism products on both sides. This collaboration aims to not only promote two-way tourism but also to develop new tourism products that can attract visitors from both markets. Furthermore, the agreement focuses on joint participation in fairs, trade shows, and roadshows, facilitating exchanges between industry leaders and influencers to create more marketing opportunities. By leveraging both Haikou’s growing tourism sector and Thailand’s established appeal, the partnership seeks to generate mutual benefits for both destinations.

Another aspect of the collaboration with Haikou involves facilitating the exchange of ideas and tourism practices, enabling both parties to learn from each other’s experiences. This exchange is critical for adapting to changing market demands and ensuring that tourism products are in line with current trends. As Chinese tourists increasingly seek more authentic and meaningful travel experiences, the partnership could help introduce new tourism products that align with these evolving preferences.

The importance of Hainan as a source market for Thai tourism cannot be understated. With a growing middle class and increasing disposable income, Hainan’s residents are showing greater interest in international travel, particularly to destinations like Thailand, which offers a combination of cultural richness, natural beauty, and affordable luxury. By targeting Haikou, TAT is tapping into a city with strong potential for growth in outbound tourism.

In June 2025, TAT further advanced this partnership by engaging with a prominent tourism group from Hainan to discuss the possibility of launching chartered flights between Haikou and two popular Thai destinations: Phuket and Chiang Mai. These routes, once established, would provide a direct and convenient connection between the two regions, making it easier for travelers from Hainan to explore Thailand’s rich cultural heritage, natural landscapes, and vibrant cities.

Phuket, one of Thailand’s top beach destinations, and Chiang Mai, known for its cultural significance and natural beauty, are expected to be attractive options for Chinese tourists. Both destinations offer unique experiences that appeal to a wide range of travelers, from those seeking relaxation on the beach to those eager to explore Thailand’s rich history and traditions. By offering chartered flights to these destinations, TAT aims to not only enhance the ease of travel but also provide greater options for Chinese tourists seeking a variety of experiences within Thailand.

The potential impact of these initiatives is significant, not just for TAT but also for Thailand’s broader tourism sector. The recovery of Chinese tourism is crucial for Thailand, which has long relied on the Chinese market as a key source of visitors. Chinese tourists contribute substantially to Thailand’s tourism revenue, and their return is vital for the growth of local businesses, particularly in the hospitality, retail, and transport sectors. The success of the Haikou partnership and the introduction of chartered flights could serve as a model for future collaborations with other key Chinese cities.

The Tourism Authority of Thailand (TAT) aims to attract over six million Chinese tourists by 2026 through strategic partnerships and targeted campaigns, driving the country’s tourism recovery and economic growth.

In summary, the Tourism Authority of Thailand is taking proactive steps to restore the Chinese tourism market by building strategic partnerships, launching targeted campaigns, and enhancing connectivity through new flight routes. By collaborating with cities like Haikou, which is positioning itself as a major tourism hub, TAT aims to revitalize the flow of Chinese visitors to Thailand and position the kingdom as a top destination for travelers seeking new experiences. With the right mix of marketing, infrastructure development, and collaboration, Thailand is well-positioned to recover from the current downturn and return to growth in the coming years.