Thailand targets high-value Chinese travelers with regional campaigns - Get updated on what's happening in tourism!

The Tourism Authority of Thailand is taking a more regional approach to its largest international source market. Instead of addressing China as a single market, TAT is tailoring campaigns to consumer interests in eastern, western and northern China, with its offices in Shanghai, Chengdu and Beijing focusing on different travel segments.

The strategy places particular emphasis on higher-spending and experience-oriented visitors while promoting destinations beyond Thailand's established tourism centers. Wellness, sports, culture, community experiences and family holidays are being used to encourage broader geographical distribution of Chinese tourism expenditure.

China remains Thailand's largest international source market. Between January 1 and August 5, 2026, the country recorded 3,149,889 arrivals from China. TAT expects the total to exceed five million by the end of the year.

Eastern China campaign focuses on wellness travel

In eastern China, TAT's Shanghai Office is targeting premium travelers interested in wellness and experiential tourism. Under the "Healing Is the New Luxury" campaign, the tourism authority is working with Chinese mindfulness and holistic wellness platform LANN Space and online travel agency Tuniu.com.

The campaign promotes restorative travel in Saraburi and Khao Yai, supported by Chinese Key Opinion Leaders. The objective is to position Thailand not only as a leisure destination but also as a place for physical, emotional and mental well-being.

"Chinese travellers are becoming more diverse in how they choose destinations and experiences," said TAT Governor Thapanee Kiatphaibool. "TAT is responding with a more focused regional strategy that matches Thailand's tourism strengths with the interests of each market."

TAT is simultaneously maintaining broad consumer visibility in Shanghai. More than 2,500 promotional video screenings are scheduled at five major cinemas in the city during the summer.

In neighboring Jiangsu Province, a live program on Nanjing International Television presented travel experiences in and around Rayong and Hua Hin to an audience of more than five million viewers.

Running tourism targets western China

A different approach is being taken in western China. TAT's Chengdu Office is concentrating on sports tourism and travel content created for social and digital media.

Together with sports travel specialist Zx-tour, TAT organized an event in Chengdu aimed at runners and fitness enthusiasts from Sichuan and Chongqing. Running and marathon events in Sukhothai, Kamphaeng Phet, Buri Ram, Hua Hin and Songkhla were among the products promoted.

Chinese content creators were also invited on a familiarization trip to Chiang Mai and Chiang Rai, where the focus was on local communities and experiences. The initiative is also intended to support future direct air connections between western China and northern Thailand.

"Wellness, sport, culture, communities and emerging destinations are central to this approach, helping us attract quality visitors while spreading tourism value more widely across the country," Kiatphaibool said.

Families are the priority in northern China

In northern China, the Beijing Office is concentrating on families and consumers in secondary provincial markets. One of the largest recent initiatives took place in Changchun, where TAT and tourism partners from Jilin Province organized an event combining Songkran activities with Thai cuisine, handicrafts and contemporary performances.

More than 80,000 people attended the event. At the same time, direct airline seat capacity between Jilin Province and Thailand has increased by seven percent compared with 2025, providing additional scope for tourism growth from northeastern China.

The three regional strategies consequently address markedly different audiences. Wellness and premium experiential travel dominate activities in the east, sports and lifestyle tourism are emphasized in western China, while families and Thai cultural experiences are central to campaigns in the north.

Thailand expects more than five million Chinese visitors

Alongside its regional marketing activities, TAT is using its "Trusted Thailand" initiative to address safety, service quality and visitor confidence. These factors have become particularly important as Thailand seeks to rebuild and expand demand from the Chinese market.

TAT expects Chinese arrivals to surpass five million in 2026. While visitor volume remains important, the authority is increasingly focusing on expenditure, travel interests and the geographical distribution of tourism.

The strategy is designed to channel more international visitors towards emerging destinations and generate additional business for local hotels, restaurants, transport providers and retailers. For Thailand's tourism industry, the shift therefore represents a move from broad national marketing towards more precisely defined Chinese source markets and traveler segments.

Image Credit: © TAT