Thailand Targets 5 Million Chinese Visitors via Western Market Push
Thailand aims to attract over 5 million Chinese visitors in 2025 through partnerships with major Chinese airlines and digital platforms, leveraging Prime Minister Anutin's visit to China to expand air routes and boost marketing in western C
The Tourism Authority of Thailand (TAT) has signed letters of intent with five major Chinese partners to boost Chinese tourist arrivals to over 5 million in 2025. TAT Governor Thaopniey Kiatpibul noted that Prime Minister Anutin Charnvirakul's official visit to China from July 16–20, 2025—in Shanghai, Chengdu, and Beijing—represents a critical opportunity to elevate Thai-Chinese tourism cooperation, restore Chinese traveler confidence, and expand market opportunities for sustainable bilateral travel growth.
On July 18 in Chengdu, TAT held discussions with senior executives from Sichuan Airlines and Meituan to advance travel and tourism collaboration, particularly targeting western China's high-purchasing-power market with rising outbound tourism trends. Talks with Sichuan Airlines focused on strengthening air connectivity, including reopening direct Chengdu–Chiang Mai service and exploring new routes to Hua Hin and U-Tapao airports to distribute travel across Thailand's secondary destinations and enhance convenience for Chinese visitors.
Collaboration with Meituan, a major Chinese digital lifestyle platform, aims to elevate marketing through digital channels, analyze consumer behavior data, and launch the "Thailand National Campaign" under a Two-Way Tourism concept. Additional initiatives include promoting Thai restaurants on the Black Pearl Restaurant Guide and advancing the "Trusted Thailand" program to build confidence in quality and safety among Chinese travelers.
On July 19 in Beijing, TAT signed letters of intent with five leading Chinese partners—China Tourism Group (CTG), Utour Group, China Comfort Group, AMAP, and TCP Red Bull—to jointly promote the "Amazing Thailand" brand via Chinese digital platforms, develop high-quality tourism routes, and apply Smart Tourism technology to attract quality visitors.
Chinese visitor behavior is shifting from group tours to independent travel, empowering digital platforms to influence younger and upper-middle-class travelers' decisions and opening doors for Thailand's emerging and secondary destinations. From January 1 to July 11, 2025, Thailand welcomed approximately 2.8 million Chinese tourists—a 14% increase year-on-year—maintaining China as Thailand's top source market. TAT projects over 5 million Chinese visitors for the full year 2025, generating approximately 288.385 billion baht in tourism revenue.
The collaboration on flight routes, digital marketing, and strategic partnerships is expected to drive recovery and expansion of Thailand's quality Chinese tourism market while supporting long-term tourism economy growth.
