Thailand Named New Guest Country of Honour at CITM 2025, Celebrating its Fifty Years of Diplomatic Relations with China in the Haikou Event

Published on December 20, 2025

Thailand has been chosen as the Guest Country of Honour for the China International Travel Mart (CITM) 2025, commemorating the 50th anniversary of Thailand-China diplomatic ties. This will be organized from 19th to 21st December 2025 at the Hainan International Convention & Exhibition Centre, Haikou, representing an important milestone between the two nations.

Under the leadership of Ms. Thapanee Kiatphaibool, the Governor of Tourism Authority of Thailand (TAT), as well as Miss. Pattaraanong Na Chiang Mai, the TAT Deputy Governor for International Marketing Asia & South Pacific, the Thai team will exhibit the tourism potentials of the country, among other noteworthy Chinese travel trade representatives, at what is considered to be one of the largest travel shows in China

Strengthening Tourism Ties Between Thailand and China

Ms. Thapanee Kiatphaibool expressed that Thailand’s role as Guest Country of Honour at CITM 2025 highlights the strong and evolving bilateral relations between the two countries, with a shared vision of advancing tourism cooperation. She emphasized the importance of a South China cluster approach, aimed at strengthening market confidence, expanding high-quality travel demand, and reaffirming Thailand’s position as a preferred destination for Chinese travelers.

The CITM 2025 marks a new chapter in China’s growing tourism engagement with ASEAN, with Haikou recognized as a key gateway for tourism exchanges. As Hainan continues to develop as a hub for premium tourism and outbound markets, particularly among Millennials, families, and health-conscious travelers, Thailand’s presence at the event reflects its focus on fostering connections with these key segments.

The Thailand Pavilion: A Cultural and Experiential Showcase

The Thailand Pavilion at CITM 2025 serves as a strategic platform for both B2B and B2C marketing, allowing Thai tourism operators to connect directly with Chinese partners. The pavilion will feature an array of cultural showcases, from traditional Thai massage demonstrations to DIY handicraft activities, Khon performances, regional Thai dances, and Muay Thai displays. Additionally, there will be fashion presentations highlighting both traditional Thai national costumes and contemporary Thai design, offering a multifaceted experience that blends Thailand’s rich cultural heritage with modern appeal.

Strengthening Market Relations and Collaborative Opportunities

In line with the event, TAT also hosted an Amazing Thailand Networking Lunch, where 12 leading Chinese tour operators and two airlines, Hainan Airlines and 9Air, explored joint market opportunities. Furthermore, TAT participated in the Nihao China welcome reception hosted by the Hainan Provincial Government, expanding channels to promote Thai tourism products and services. These efforts aim to enhance Thailand’s tourism visibility and build stronger connections with China’s travel industry.

Advancing Tourism Cooperation through Strategic Agreements

On 18 December 2025, TAT signed Letters of Intent with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms. These agreements are designed to strengthen strategic cooperation, raise awareness of Thailand as a destination, and improve travel connectivity between the two countries.

TAT’s proactive initiatives, including its continued presence through its five offices in Beijing, Shanghai, Chengdu, Kunming, and Guangzhou, are expected to increase positive destination perception and attract high-quality travelers from China, especially in the lead-up to the Chinese New Year in February 2026.

Positive Impact on Thailand’s Tourism: The Return of High-Quality Chinese Travelers

From January to December 12, 2025, Chinese visitors ranked second among Thailand’s international arrivals, with 4.24 million visitors. This growing number reflects the strong relationship between the two nations and the increasing appeal of Thailand as a destination for Chinese tourists. The average stay was 8.5 days, with spending averaging 54,230 Baht per trip, demonstrating the high-value travel demand from this market.

The most popular destinations for Chinese tourists in Thailand included Bangkok, Chon Buri, Phuket, and Chiang Mai, while Thai cuisine, historical sightseeing, spa and wellness experiences, beach tourism, and night-time attractions remained the key draws.

Looking Forward: A Bright Future for Thai-China Tourism Relations

The Guest Country of Honour status at CITM 2025, combined with the ongoing initiatives by TAT, will further strengthen the tourism ties between Thailand and China. As both countries mark their 50-year diplomatic relationship, the event serves as a powerful symbol of their commitment to tourism cooperation and cultural exchange.

In the future, Thailand can expect an even stronger tourism recovery and growth from the Chinese market, especially as the country continues to refine its tourism offerings to cater to the evolving preferences of Chinese travelers. The strategies launched during CITM 2025, such as expanding air connectivity, fostering collaborations, and promoting Thailand’s rich culture, will have a lasting impact on Thailand’s tourism landscape, attracting not only more visitors but also high-value travelers looking for authentic, meaningful experiences.

Strengthening Thailand’s Position as a Leading Destination for Chinese Travelers

The Guest Country of Honour designation that Thailand has received as part of the CITM 2025 event is another significant event in the further development of the Thailand-China tourism sector. As China’s tourists continue to discover the rich culture and beautiful nature of Thailand, the country’s consistent focus on improving the quality of the tourism-related services and cooperation in the China tourism sector will continue to facilitate the growth and further strengthen Thailand’s status as the best tourism destination in the country.

Image Source: Tourism Authority of Thailand