Thailand Targets 5 Million Chinese Tourists With Wellness and Sports Tourism

The Tourism Authority of Thailand (TAT) is aggressively pursuing the Chinese market throughout 2025 via its offices across China, deploying region-specific strategies to target affluent travelers and distribute tourism income across the country. In eastern China, Shanghai's office is marketing wellness and experiential tourism through the "Healing is the New Luxury" campaign with partners LANN Space and Tuniu.com, showcasing wellness routes in Saraburi and Khao Yai while leveraging influencers and digital media to reach premium travelers. The "Amazing Thailand, The Journey Your Heart Leads" brand is also being promoted across more than 2,500 cinemas in Shanghai and via Nanjing television to over 5 million viewers, highlighting destinations like Rayong and Hua Hin.

Western China's Chengdu office is spearheading sports tourism in partnership with tour operator Zx-tour, organizing marathons and fam trips with content creators to attract runners from Sichuan and Chongqing provinces while supporting future direct flights from western China to Thailand's north. Meanwhile, Beijing's office targeting northern China is focusing on family tourism during summer holidays, organizing events in Changsha and Jilin Province that showcase Thai soft power through Songkran, cuisine, fruit, and cultural performances, drawing over 80,000 participants, while direct flights from Jilin to Thailand have increased 7% year-on-year.

China remains Thailand's top source of foreign tourists, with 3.15 million Chinese visitors arriving between January and August 2025. TAT aims to welcome over 5 million Chinese tourists for the full year, a key driver for revenues across hotels, restaurants, retail, and tourism-related businesses nationwide.