The Tourism Authority of Thailand (TAT) has launched the third edition of "Nihao Month," a campaign designed to bring Chinese visitors into the country during one of the year's busiest travel windows. The campaign runs from 15 September through 31 October 2026, timed to capture both the Mid-Autumn Festival and China's Golden Week holiday.
TAT projects the initiative will deliver approximately 250,000 Chinese tourists during the Golden Week period alone, a 24% increase from the same period last year. The authority forecasts revenue of roughly ฿11.5 billion from this travel surge, representing a 37% year-on-year jump.
Digital partnership drives bookings
A central component of the campaign is an expanded partnership with Meituan, one of China's largest digital platforms. The collaboration offers promotions on hotels and travel packages while using location-based services to recommend restaurants, shopping venues, and attractions to tourists in real time. Users can also book attraction tickets directly through the platform.
Meituan will promote the Black Pearl Restaurant Guide, a quality dining directory, through content shared by Key Opinion Leaders (KOLs). The aim is to position Thailand as a destination for premium food experiences.
ForwardKeys data shows flight searches from China to Thailand are up 24%, with particular interest from major economic hubs including Shanghai, Guangzhou, Chengdu, Hangzhou, and Chongqing. Advance bookings for October have risen 16%.
KOLs take four routes across Thailand
To broaden awareness beyond familiar destinations, TAT has invited 30–40 Chinese influencers to explore four different regions between 26 and 29 September. The routes include Krabi under a "Green Rediscover" theme, Phetchaburi and Prachuap Khiri Khan for "Amber Gastronomy," Chiang Rai as a "Rainbow Retreat," and Rayong with Ko Samet for "Blue Healing."
The KOLs will share their experiences on popular Chinese platforms such as Xiaohongshu and Douyin. TAT expects the campaign to generate over 500 million impressions across all channels.
Cultural events and passport privileges
On 25 September, TAT will host the Amazing Thailand Mid-Autumn Celebration 2026 at Bangkok's One Bangkok development. The event features lantern decorating, Chinese calligraphy, and mooncake exchanges, framing Thai-Chinese relations under the theme "Chinese and Thai are not far apart, we are brothers."
From 15 September to 31 October, Chinese passport holders can access privileges from 20 partner organisations across retail, spas, telecommunications, and payment platforms.
What the numbers show so far
From 1 January to 10 September 2026, more than 3.64 million Chinese tourists visited Thailand, maintaining China's position as the country's largest source market. TAT has set a full-year target of 5.1 million Chinese arrivals, a 14% increase over 2025.
