Thailand’s Unveils Game-Changing Tourism Campaign to Attract Record-Breaking Number of Chinese Visitors in 2026

Published on February 10, 2026

Thailand’s dynamic and groundbreaking tourism campaign is strategically designed to unleash unmatched growth and fully capture the potential of the Chinese travel market in 2026. This bold initiative is rooted in the country’s deep commitment to fostering stronger connections with China, leveraging powerful partnerships with top travel agencies, online platforms, and airlines to create irresistible offers for Chinese tourists. By aligning with major Chinese holidays and tapping into various traveler segments, Thailand aims to not only boost visitor numbers but also enhance the overall travel experience, solidifying its position as a premier destination for Chinese travelers. This innovative approach seeks to drive long-term tourism success while capitalizing on the growing demand from one of the world’s largest outbound travel markets.

Thailand’s Tourism Efforts Target Chinese Market in the Year of the Golden Horse

The Tourism Authority of Thailand (TAT) is ramping up its marketing efforts in the Chinese market with the launch of the Zhong Tai Yi Jia Qin campaign. This initiative is set to strengthen the bond between China and Thailand, particularly in the Year of the Golden Horse, aiming to attract a higher volume of Chinese travelers to Thailand.

Strategic Partnerships with Leading Chinese Travel Platforms

One of the key components of the Zhong Tai Yi Jia Qin campaign is the partnership between TAT and major Chinese travel agencies and online travel platforms. Collaborations have been formed with giants like Qunar.com, Tongcheng, Fliggy, Klook, Tuniu, Guangzhou Comfort, and 6renyou. These platforms will serve as a conduit for promoting Thailand as a top travel destination for Chinese tourists.

TAT is also working alongside Thai Airways International and King Power to roll out special offers through the Holiday Air-Tel Scheme. This collaboration includes bundled airfare and hotel packages, offering exclusive benefits to Chinese travelers looking to visit Thailand during peak travel periods like the Chinese New Year. These attractive offers are designed to drive bookings and encourage longer stays, as well as provide added value to tourists making the trip to Thailand.

Year-Round Promotions and Key Holiday Periods

The campaign is set to span the entire year, with a focus on key Chinese holidays that drive tourism. From January to March, TAT’s offices in China will be working in tandem with local travel agents and OTAs to run joint campaigns. These initiatives will include enticing airfare and hotel deals under the Holiday Air-Tel Scheme, ensuring that Chinese tourists can enjoy high-quality accommodations and seamless travel experiences at an affordable price.

In addition to these offers, TAT has partnered with Thai Airways and King Power to offer exclusive discounts to Chinese tourists. This includes special deals on flights to Thailand, as well as discounts at King Power duty-free stores. Such collaborations are expected to significantly enhance the appeal of Thailand during the festive season, particularly the Chinese New Year period.

The campaign’s efforts will not stop with Chinese New Year. TAT has planned a wide array of promotions aimed at different traveler segments such as families, multi-generational groups, Gen Z, and office workers. These promotions will target major Chinese holidays including Qingming Festival, Labour Day, summer vacation, Mid-Autumn Festival, and National Day. Each holiday will feature tailored packages and offers to suit the needs of diverse groups of travelers.

Influencer Partnerships and Public Relations Campaigns

To further amplify the message of Thailand as a top tourist destination, TAT is also engaging with Chinese influencers and Key Opinion Leaders (KOLs). These influencers will showcase Thailand’s tourism offerings on their platforms, providing an authentic and compelling reason for their followers to visit. These collaborations are aimed at bolstering trust and confidence in Thailand’s tourism products, ensuring a continued flow of visitors from China.

The use of digital influencers is particularly important in appealing to the younger generation of Chinese tourists, many of whom rely heavily on social media and the recommendations of popular figures when making travel decisions. TAT’s public relations campaigns are designed to leverage the massive reach of these influencers to increase brand visibility and awareness, further encouraging Chinese travelers to explore the rich cultural and natural offerings of Thailand.

Thai New Year Celebrations to Attract Chinese Tourists

For the Chinese New Year, TAT has supported a number of vibrant celebrations across Thailand, showcasing the country’s cultural diversity and its welcoming atmosphere for Chinese visitors. In Bangkok, two key events will take place to mark the occasion. The first is the decorative lighting installations along Yaowarat Road, set to run from February 7 to March 1. These impressive displays will light up the streets from 6 pm to 11 pm, creating a festive and welcoming atmosphere for visitors. The second event is the Thailand Chinese New Year Festival, which will be hosted at Siam Paragon from February 14–18, offering visitors an immersive cultural experience from 4 pm to 10 pm each day.

In addition to these celebrations in the capital, there will be regional festivities that capture the spirit of the Chinese New Year across Thailand. The Amazing Thailand Chinese New Year 2026 celebration will be held in Hat Yai from February 17–20, offering a grand display of cultural performances and traditional festivities. Meanwhile, Nakhon Sawan province will host the Chao Pho–Chao Mae Pak Nam Pho procession from February 10–21, a cultural highlight for visitors. Another significant event will be the “18 Years of the Heavenly Dragon” celebration at Heavenly Dragon Park in Suphan Buri on February 17–18, which promises to attract both Chinese and international tourists alike.

Chinese Tourism in Thailand: A Promising Outlook

The number of Chinese tourists visiting Thailand has already shown impressive growth. From January 1 to February 5, Thailand welcomed 498,725 tourists from China, and the numbers are expected to rise even further as the Chinese New Year period approaches. Daily arrivals from China are expected to reach around 20,000, with TAT forecasting that approximately 241,000 Chinese tourists will visit Thailand during the Chinese New Year period (February 13–22). This surge in visitors highlights Thailand’s enduring popularity as a travel destination for Chinese tourists and underscores the success of TAT’s promotional efforts.

The success of this campaign is not just about attracting large numbers of tourists, but also about fostering long-term connections between China and Thailand. By creating meaningful partnerships with key players in the travel industry and offering tailored experiences for different segments of the Chinese market, TAT is positioning Thailand as the go-to destination for Chinese tourists in 2026 and beyond.

Thailand’s groundbreaking tourism campaign is set to capture the full potential of the Chinese travel market in 2026, leveraging strategic partnerships and tailored offers to attract record numbers of Chinese visitors. By aligning with key holidays and diverse traveler segments, Thailand aims to solidify its position as the top destination for Chinese tourists.

As Thailand continues to recover from the pandemic, initiatives like the Zhong Tai Yi Jia Qin campaign are crucial in ensuring that the country remains at the forefront of global tourism. The collaboration with Chinese travel platforms, influencers, and airlines is a testament to the growing importance of China as a key source market for Thailand’s tourism industry. Through continued innovation and targeted marketing strategies, Thailand is poised to maintain its status as one of Asia’s most popular and attractive tourist destinations for Chinese travelers.