Thailand and China Strengthen Tourism Ties with “Zhong Tai Yi Jia Qin” Campaign to Boost Chinese Visitors in 2026: What New Updates You Need to Know

Written By: Saurav Chakroborty

Saurav Chakroborty

Saurav Chakroborty is a passionte content writer and storyteller who specializes in the worlds of travel and technology. By combining clear writing with engaging storytelling, he helps people discover amazing destinations and make sense of modern tech tools. Whether it is explaining a new software product or highlighting unique travel experiences, he crafts content that connects with readers and helps companies reach their main business goals, expand their reach, and build strong relationships with their audience.

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February 11, 2026 12:53 GMT+5:30

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As part of its ongoing efforts to strengthen tourism ties, the Tourism Authority of Thailand (TAT) has launched the Zhong Tai Yi Jia Qin campaign (China and Thailand Are One Family) in 2026. This initiative aims to promote travel between Thailand and China, with a focus on increasing Chinese tourists throughout the year. The campaign’s strategies are designed to engage various traveler segments, including multi-generational families, office workers, Gen Z, and those planning leisure vacations. With the Chinese New Year and subsequent holidays approaching, TAT is poised to tap into the large and influential Chinese market.

Strategic Collaborations and Campaigns to Target Chinese Tourists

As the campaign begins, strategic partnerships have formed with Chinese travel agents and online travel agencies (OTAs), including Qunar.com, Tongcheng, Fliggy, Klook, Tuniu, Guangzhou Comfort, and 6renyou. Collaborations will include direct sales, encourage travel to Thailand for Chinese tourists throughout 2026, and special offers to promote travel. Added to Thailand’s attractiveness as a holiday destination are packages combining air travel and accommodation.

An important part of the campaign is the Holiday Air-Tel Scheme. It aims to give holidaying Chinese visitors special discounts on airfare and accommodation to travel during the holiday rush/peak season. In addition, there is a partnership between Thai Airways International, King Power, and TAT. They offer air-travel shopping discounts and low-priced shop merchandise to air service King Power shop clients. This partnership will offer special tourism promotions to Chinese tourists.

Ongoing Efforts to Enhance Holiday Period Tourism

The Zhong Tai Yi Jia Qin campaign aims to boost tourism all year long and will extend beyond the Chinese New Year to include other Chinese public holidays. There will be promotional activities from seasonal holidays like the Qingming Festival, Chinese Labour Day, summer school holidays, the Mid-Autumn Festival, and National Day holidays. Several public holiday campaigns will be designed to specially focus on a particular demographic of travelers. During these times, a variety of campaigns will be conducted within the public holiday campaigns designed to focus on family travelers, business travelers, and youth travelers. This will help to maintain the travel momentum between the two countries.

TAT’s marketing efforts will be bolstered by extensive public relations content and digital media marketing. KOLs and influencers will showcase Thailand’s tourism products with themed campaigns each month. This helps to sustain push and pull demand for Thailand tourism. Influencers and social media will promote Thailand’s diverse offerings including culture, history, festivals, and modern tourism.

Chinese New Year Celebration Events in Thailand

To promote the festival and enhance demand for Chinese tourists, TAT has planned activities during Chinese New Year. One of the large-scale events is in Bangkok, Thailand’s capital, and offers an integration of Thai and Chinese cultures.

The first event is a light display on Yaowarat Road (Chinatown) from February 7 to March 1, 2026, from Odeon Circle to Chaloem Buri Junction. It will display lights designed to show prosperity and hope, and will be themed, “Ride the Fortune, Share the Future”. The second major event is the Thailand Chinese New Year Festival 2026 at Siam Paragon, Bangkok, from February 14-18, 2026. This festival will have Chinese cultural shows, food, and a lot of activities to celebrate and promote the event to Chinese tourists.

Record Chinese Tourist Arrivals Targeted for 2026

The Tourism Authority of Thailand is aiming for a large number of Chinese tourists to Thailand in 2026, as part of the overall goal for the Chinese travelers’ target market, which is the main goal of the TAT for 2026. This goal is driven by the first phase of the Zhong Tai Yi Jia Qin campaign, which includes a mix of international promotional, on-ground partnership linkages, and event-based Thailand offerings to Chinese tourists. This campaign will be instrumental in achieving the goal for 2026, during which activities will be designed for continuous engagement with Chinese travelers.

Thailand has a good chance to gain from this campaign with many Chinese tourists coming for a variety of experiences. With TAT’s ongoing special offers, new shopping opportunities, and holiday experiences, Chinese tourists are expected to travel to Thailand in unprecedented numbers for these promotions.

With a focus on both China and Thailand’s economic recovery, the Zhong Tai Yi Jia Qin offers great potential in terms of the bilateral economic interrelationship of the two nations as well as for Thailand’s tourism industry. Via partnerships, promotions, and events, TAT will continue to attract tourists from China to experience the culture and tourism of Thailand throughout the year.