Thailand is fighting for the favor of young Chinese: great tourism revival!

Thailand is fighting for the favor of young Chinese: great tourism revival!

Thailand has a lot planned for 2025: Together with its partners Tencent and WeTV, tourism from China, especially from generations Y and Z, is to be boosted again. The new venture is called “Play the New Thai Way” and includes creative projects that bring the country into the conversation as a culinary and entertainment destination. These include, among other things, the travel variety programTASTEFUL THAILAND, dedicated entirely to Thai cuisine, as well as the innovative travel-themed dating programFOREVER by YOUR SIDE, which also airs on Tencent Video and WeTV platforms.

The Tourism Authority of Thailand (TAT) aims to strengthen the trust of Chinese travelers in Thailand while promoting a positive image. Nithee Seeprae, TAT's Deputy Governor for Marketing Communications, highlights the importance of presenting Thailand as a high-quality, safe and welcoming destination. To achieve this, the episodes will be filmed in various provinces such as Chiang Mai, Khon Kaen, Phetchaburi, Surat Thani, Bangkok, Phuket and Hua Hin. This creative collaboration is expected to help increase tourism numbers, which stood at 4,473,992 Chinese tourists in 2025, as well as achieve the targeted tourism revenue of 260.204 billion baht from China for 2026.

Challenges and expectations

But not everything is going smoothly: 2025 showed a decline in Chinese tourism, partly due to security concerns following several incidents. These incidents contributed to the number of Chinese holidaymakers being estimated at just 6.7 million in 2025, compared to 8-10 million originally expected. Compared to previous years, Thailand has become less attractive. Travel to Thailand was rated as unsafe by 51% of Chinese travelers.

However, the TAT has already taken measures to counteract this trend. Roadshows are planned in three Chinese cities, and events such as “Sawasdee Nihao” are expected to stimulate nationwide interest in Thailand. The government is also supporting the initiative with 200,000 free domestic flights and creating the “Thailand Safe Travel Stamp” to establish safety standards. This all comes as demand for safer travel options grows, as evidenced by surveys of Chinese tour operators.

The competition never sleeps

In international comparison, Thailand no longer performs quite as brilliantly. While Japan recorded over 4.71 million Chinese visitors in the first half of the year, Vietnam and South Korea also increased, which has a strong influence on travel choices. Japan recorded an increase of 53.5%, while Vietnam increased by 44.2%. This all comes against the backdrop of 66 million Chinese travelers traveling abroad in the first half of 2025 - an increase of 11% compared to the previous year.

The Tourism Authority of Thailand is therefore well advised to reinvent itself and focus on innovative approaches and attractive offers. The coming months will be crucial, especially during China's Golden Week in October. Many hope that the Chinese market will stabilize and Thailand will soon be among the top 3 travel destinations again.

Let’s look forward to what the new campaigns will bring and how Thailand can regain its place in the hearts of Chinese travelers. The year 2026 could bring an exciting turn for Thai tourism.

For more information about the new campaign and the planned projects you can read the articles on Pattaya Mail and Bangkok Post read up.