Thailand Launches Nihao Month 2026 to Attract Chinese Tourists
Thailand's Tourism Authority launches Nihao Month 2026 to attract Chinese tourists during the Mid-Autumn Festival and Golden Week, featuring promotions with major platforms, cultural events, and curated travel experiences across four themed
The Tourism Authority of Thailand (TAT) has launched Nihao Month 2026 to strengthen Thailand-China relations and encourage travel during the Mid-Autumn Festival and China's Golden Week. TAT Governor Thapanee Kiatpaiboonsuk stated that the Chinese tourism market remains crucial for Thai tourism, with Thailand being a primary destination for nearby markets. Positive travel trends are expected during the 2026 Mid-Autumn Festival and Golden Week periods, with increased interest in long-distance destinations. TAT will leverage this period as a key opportunity to promote Thai tourism through marketing, public relations, experience creation, and partner collaboration under the Nihao Month 2026 campaign.
The initiative aims to position Thailand as a destination that is "more attractive, worth staying longer, better value for money, and worth returning to," while building momentum for low-season travel and extending into Chinese New Year celebrations in January-February 2027. Nihao Month 2026 marks the third consecutive year of the campaign under the theme "China and Thailand are close, we are siblings."
The program includes four major activities. The first is a joint promotion with Meituan, China's leading digital platform, running from September 15 to October 31, 2569, targeting Chinese tourists from major cities, secondary cities, and New First Tier Cities. The promotion offers tourism and hotel discounts while publicizing the Black Pearl Restaurant Guide through key opinion leaders to reinforce Thailand's reputation for food and quality experiences. Location-based services will also recommend restaurants, shopping areas, hotels, and attractions with real-time ticketing for tourist convenience.
The second activity is Amazing Thailand Mid-Autumn Celebration 2026 on September 25, 2569, at One Bangkok, themed "Mid-Autumn Festival Bridging Thai-Chinese Culture and Tourism." The event will showcase cultural activities such as mooncake preparation and exchange, Chinese paper lantern decorating, Chinese calligraphy, and cultural workshops. Celebrities and influencers influential with Chinese tourists will communicate the "China and Thailand are close, we are siblings" concept, conveying Thai culture, lifestyle, and friendship to Chinese tourists and inspiring travel to Thailand.
The Amazing Thailand Mid-Autumn KOLs FAM Trip from September 26-29, 2569, will invite 30-40 media representatives and influencers from mainland China to explore Thai products, attractions, and tourism experiences. Four themed routes are planned: Krabi's "Green Rediscover," Phetchaburi-Prachuap Khiri Khan's "Amber Gastronomy," Chiang Rai's "Rainbow Retreat," and Rayong-Koh Samet's "Blue Healing," all under the concept "Healing is a new luxury" to showcase Thailand's experiences to high-value Chinese tourists.
TAT is also expanding into the Chinese market through on-ground experiences via the "Chinese Passport Privilege" program from September 15 to October 31, 2569, partnering with major shopping and lifestyle destinations including Asiatique and Big C.
