TAT Launches 'Zhong Tai Yi Jia Xin' Campaign to Stimulate Chinese Tourism Throughout the Year

The Tourism Authority of Thailand (TAT) is advancing its 'Zhong Tai Yi Jia Xin' campaign to penetrate the Chinese tourist market throughout the Year of the Horse. Ms. Phataranonh Na Chiang Mai, TAT's Deputy Governor for Asia and South Pacific Market, stated that during the upcoming Chinese New Year, TAT has been continuously boosting the Chinese tourist market. All 5 TAT offices in China have organized sales promotion activities with partner Travel Agents and top OTAs including Qunar.com, Tongcheng, Fliggy, Klook, Tuniu, Guangzhou Comfort, and 6renyou. They have created airline promotion packages with special hotel rates for traveling in Thailand under the Holiday Air-Tel Scheme. TAT has also partnered with Thai airlines and King Power to offer special discounts on products and services for travelers. TAT will continue to stimulate the market by collaborating with partners for promotional activities during various holiday seasons, including Qingming Festival, Labor Day, summer break, Mid-Autumn Festival, and National Day. They will simultaneously create promotional content through KOLs and famous influencers in the Chinese market to drive towards their tourism goals. For the Chinese New Year, TAT has organized events in multiple areas across Thailand, including two main events in Bangkok: a light decoration celebration at Yaowarat Road from February 7 to March 1, 2026, and the Thailand Chinese New Year Festival at Siam Paragon from February 14-18, 2026. Additional events include the Amazing Thailand Chinese New Year in Hat Yai and support for regional Chinese New Year traditions. From January 1 to February 5, 2026, 498,725 Chinese tourists have entered Thailand. TAT anticipates approximately 241,000 Chinese tourists will visit during the Chinese New Year period, reflecting Thailand's continued appeal as a top destination for Chinese travelers.