Launched "Sawasdee Ni Hao" initiative with 500 agents and influencers to boost tourism from China, announced TAT
Boosting Chinese Tourism to Thailand with TAT's Initiatives
As the Tourism Authority of Thailand (TAT) grapples with a significant decline in Chinese tourist arrivals, it has taken a proactive approach to revitalize this crucial market. The Ministry of Tourism and Sports aims to allocate approximately 3.5 billion baht (around $108.5 million) towards boosting both international and domestic tourism, with a particular focus on the Chinese market.
TAT is executing a multi-faceted strategy to stimulate the growth of Chinese tourism. One of the key initiatives is the organization of a Mega Fam Trip, called "Sawasdee Ni Hao," from May 28 to June 1, 2025. This event, marking 50 years of Thailand-China relations, will partner with 300 Chinese tour operators and 200 KOLs/influencers from 25-30 key provinces in China. The visitors will participate in business meetings with Thai operators and experience travel across diverse destinations such as Bangkok, Ayutthaya, Rayong, Chonburi, and Nakhon Pathom.
These travel agents and influencers will not only explore Thailand's tourist attractions but also engage with local operators, creating opportunities for business development and enhancing confidence in the travel industry. The campaign will emphasize quality tourism experiences, with the theme "5 Must Do in Thailand," and showcase Thailand's soft power charms.
TAT's broader strategy includes collaborative efforts with online travel agencies (OTAs), airlines, and tour operators to improve travel accessibility and affordability for Chinese tourists. TAT plans to target independent travelers (F.I.T.s) through joint marketing efforts with major global OTAs and exclusive promotions with airlines for the Chinese market, including support for charter flights. The organization aims to sustain the charter flight market from China by ensuring a load factor of no less than 85%.
Additionally, TAT will host the "Thailand Travel Mart Plus 2025" trade show in Chiang Mai from June 4-6, 2025. The event is expected to gather 480 international buyers, alongside 500-600 media and KOL participants. Invitations have been extended to a substantial number of attendees from the Chinese market, with the hope that the event will strengthen Thailand's tourism image.
Each TAT office in China is actively engaging in market activities in conjunction with local partners, initiating promotional campaigns tailored to distinct regions. For instance, the Beijing Office partnered with Qunar.com, a major OTA under Ctrip.com, for a "Buy 1 Get 1 Free" post-May holiday sales campaign, targeting working-age Chinese customers.
These initiatives aim to revive the tourism industry by addressing current challenges, stimulating confidence, and revitalizing Thailand's image as a preferred destination for Chinese travelers in 2025 and beyond. The success of these strategies hinges on the ability to stabilize the current situation and restore traveler confidence in the pandemic recovery phase.
- The Tourism Authority of Thailand (TAT) aims to boost the international tourism market, specifically focusing on the Chinese market, by allocating around 3.5 billion baht.
- TAT is organizing a Mega Fam Trip, "Sawasdee Ni Hao," partnering with Chinese tour operators and influencers, to stimulate the growth of Chinese tourism and showcase quality tourism experiences.
- TAT's broader strategy includes collaborative efforts with online travel agencies, airlines, and tour operators to improve travel accessibility and affordability for Chinese tourists.
- TAT's initiatives, such as the "Thailand Travel Mart Plus 2025" trade show and region-specific promotional campaigns, aim to revive the tourism industry and revitalize Thailand's image as a preferred destination for Chinese travelers.
