Improving Thailand's image helps recover Chinese market this year, particularly among younger travellers. (Apichart Jinakul)
Improving Thailand's image among Chinese travellers and recovering airline seat capacity should help the market reach 5.1 million arrivals this year, up by 14% from a low benchmark in 2025, likely driven by younger visitors, says the Tourism Authority of Thailand (TAT).Siriges-a-nong Trirattanasongpol, executive director for East Asia at TAT, said Chinese arrivals are recovering due to several factors, especially an improving reputation since the visits of Their Majesties the King and Queen as well as Prime Minister Anutin Charnvirakul.
TAT's five China offices are rolling out joint promotions with airlines, online travel agents (OTAs) and wholesalers, along with launching promotional content on Chinese social media, local mainstream media and travel influencers, said Mrs Siriges-a-nong.
The previous phase of the "Thailand Summer Blast" programme, which subsidised charter and commercial flights from China, helped create momentum through to this year, she noted.
Lertchai Wangtrakuldee, director of TAT's Shanghai office, said based on informal discussions with several OTAs, Thailand's popularity is recovering from a low last year and could surpass Japan, which still faces political tensions with mainland China.
