TAT Signs Five Strategic Partnerships in China
Thailand's Tourism Authority signed strategic partnerships with five major Chinese travel and technology companies to boost tourism promotion, digital services and visitor experiences during the Prime Minister's visit to Beijing.
Beijing, 20 July 2026 – The Tourism Authority of Thailand (TAT) signed Letters of Intent with China Tourism Group, Utour Group, China Comfort Travel Group, Amap and TCP Group on 19 July, establishing cooperation across tour operations, smart travel, digital services, brand marketing and in-destination experiences. The signing took place during Prime Minister H.E. Mr. Anutin Charnvirakul’s official visit to China from 16 to 20 July.
The agreements represent a practical outcome of the Thailand–China comprehensive strategic cooperative partnership, which is expanding bilateral engagement in economic development, investment, digital technology, innovation and people-to-people exchange. They aim to strengthen traveller confidence, improve the visitor journey and support sustainable growth in Thailand’s quality tourism market.
Building on the stable implementation of mutual visa exemption, the initiative reinforces TAT’s long-term commitment to China as a key international market. Tourism continues to support cultural understanding, economic activity and enduring ties between the Thai and Chinese people.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “By connecting travel businesses, digital platforms and consumer brands, TAT is carrying forward the government’s direction to strengthen confidence, improve the visitor journey and generate sustainable value for Thailand’s tourism industry.”
The Letters of Intent were signed on behalf of TAT by Miss Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing – Asia and South Pacific. The five partners were represented by Mr. Huang Jing, General Manager of the Leisure Travel Division at CTS Travel Service Co., Ltd., representing China Tourism Group; Mr. Cao Jian, Vice President of Utour Group; Ms. Zhou Renren, Assistant President of China Comfort Travel Group; Mr. Liu Li, General Manager of Amap’s Data Platform Business; and Mr. Supachai Junkeiat, Chief Sales and Marketing Officer of TCP Group, the Thai-origin global beverage company behind the Red Bull brand, and President of TCP China.
Miss Pattaraanong said, “These partnerships connect key stages of the Chinese visitor journey, from inspiration and booking to mobility and experiences in Thailand. They provide practical channels to develop relevant products, reach group and independent travellers, raise service standards and translate strong people-to-people ties into measurable tourism outcomes.”
Together, the five frameworks support TAT’s development of a connected tourism ecosystem extending from destination awareness and travel planning to booking, mobility and experiences in Thailand.
With China Tourism Group, TAT will draw on the organisation’s integrated network to promote quality Thai tourism products and expand the quality Chinese visitor market.
Collaboration with Utour Group covers digital promotion of the Amazing Thailand brand, specialised products for leisure, wellness, honeymoons, weddings, study visits and cultural festivals, and wider distribution through travel agents, retail outlets, online travel agencies and social media.
TAT and China Comfort Travel Group will focus on destination promotion, new products, group travel, business events and special-interest segments. Additional areas include service and safety standards, tourism intelligence, industry training and access through the group’s nationwide network in China.
The Amap partnership will advance smart tourism through the Street Discovery Ranking, destination promotion and Thai–Chinese travel information services. These initiatives will improve convenience for Chinese independent travellers and strengthen TAT’s reach among quality visitor segments.
Under the Energetic Thailand concept, TAT and TCP Group will develop experiences linked to sport, music, health and lifestyle. TCP’s brand and communications network will support destination awareness, business events, workforce development and wider economic value for Thailand.
TAT will continue working with partners across sectors on joint marketing, tourism product development, travel facilitation and service improvement. These efforts will support safe, convenient and high-quality experiences for Chinese visitors while creating wider opportunities for Thai tourism businesses and destinations.
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