BANGKOK, THAILAND – Thailand set an ambitious target to draw 6.7 million visitors from China in 2026 after a bruising year for its key tourism market.
Thailand raises the stakes after weak 2025
The Tourism Authority of Thailand (TAT) expected only about 4.5 to 4.6 million Chinese arrivals in 2025, a marked setback for a market once seen as the country’s backbone. For 2026, TAT governor Thapanee Kiatphaiboon set a clear goal of 6.7 million entries, which would represent growth of more than 40 percent. The strategy relied on monthly activities under the slogan “Zhong Tai Yi Jia Qin” (Thailand–China, one family) to stimulate demand throughout the year.
New partnerships with Chinese tourism giants
To reach the target, TAT brought in support directly from China, signing a Letter of Intent with Tongcheng Travel, one of the country’s largest online travel platforms. The partnership aimed to promote tourism in both directions, including joint marketing, air tickets and hotel bookings, leveraging Tongcheng’s vast reach. In addition, TAT cooperated with the tourism authority of Haikou on Hainan, with both destinations seeking to learn from each other and attract international visitors together.
Damage from crises and online backlash
The year 2025 was described as full of setbacks for the Chinese market, despite a strong start. Sentiment turned sharply at the end of February after Chinese actor Xing Xing disappeared near the border, triggering negative waves on social media. Natural disasters such as earthquakes and floods further weighed on travel, and the number of Chinese arrivals temporarily dropped by up to 40 percent.
Emergency campaigns slow the decline
Emergency promotions such as the “Thailand Summer Blast” with online agencies were launched to cushion the slump. These measures managed to limit the drop in Chinese arrivals to “only” about 30 percent, but the industry still felt the impact. The setbacks underscored how exposed Thailand remained to swings in sentiment in its largest source market.
China’s central role in Thailand’s tourism economy
China had long been the undisputed number one in Thai tourism, with visitor volumes and spending described as systemically important for thousands of businesses. While other markets were booming – long-haul guests surpassed 10 million for the first time and India reached 2.5 million visitors – the massive volume from China was missing. The new campaign was designed not only to lift numbers but also to rebuild lost trust and emotional ties, with the message of “one family” positioned as the ideal theme.
Fierce regional competition for Chinese travelers
Thailand faced strong competition across Southeast Asia as countries vied for Chinese tourists returning to international travel. Rivals such as Vietnam, Singapore and Malaysia were described as tough contenders in this race. Thailand continued to bank on its unique cuisine, diverse experiences from beaches to big cities, and its mature tourism infrastructure as key trump cards.
High hopes and open questions for 2026
With the combined marketing power of Tongcheng Travel and the strategic partnership with Hainan, Thailand hoped to secure a decisive edge. Officials framed 2026 as a crucial contest for the favor of Chinese travelers, with the “battle” for that year already under way. The debate in the country centered on whether this renewed focus on China represented a visionary path forward or a risky bet on a single market.