Thai tourists flock to China.

Tourists wearing Hanfu (traditional Chinese clothing) at a tourist spot in China. Photo: Jeffry Surianto/Pexels .

According to 2025 data from the digital travel platform Trip.com, China is currently the most popular overseas destination for Thai tourists.

This change comes after the two countries implemented a bilateral visa waiver program starting in March 2024, along with the opening of more flight routes, competitive airfares, and the widespread use of payment and translation apps. As a result, traveling to China has become significantly more convenient, especially for young, independent travelers.

According to the Bangkok Post , previously, the flow of tourists between the two countries was mainly one-way, from China to Thailand. This Southeast Asian nation even built an entire tourism ecosystem, from infrastructure and promotion to accommodation services, to cater to Chinese tourists. Meanwhile, Thais often preferred Japan, South Korea, or Singapore for their overseas trips.

The egg-shaped architectural structure in Shanghai attracts international tourists who come to take photos. Photo: VCG/CGTN .

Currently, Thai tourists learn about China primarily through social media rather than traditional tourism promotion channels. In 2025, up to 45% of Thai tourists reported finding travel ideas from posts by domestic KOLs (Key Opinion Leaders), a significant increase from 28% the previous year. The number of direct bookings through KOL referral codes also increased by 120%.

In addition, the ecosystem of Thai-language travel content on Chinese platforms is also growing. On Xiaohongshu, many Thai user communities regularly share itineraries, restaurants, and travel experiences.

Among the destinations benefiting from this trend, Chongqing stands out. According to Trip.com, searches for the city increased by 395%, and bookings surged by 828% compared to the same period last year. Images of trams running through apartment buildings, neon-lit night streets, and the city's signature red hot pot dishes constantly appear on Thai social media. In addition, its unique hilly terrain and spicy cuisine, which is quite similar to Thai tastes, also contribute to the city's appeal.

Chengdu (Sichuan) is also a popular destination for Thai tourists thanks to its unique culinary culture, slow pace of life, and authentic local atmosphere. Instead of just visiting famous check-in spots, many people come here to experience local life, showing that China is gradually being seen as a closer cultural neighbor rather than just a short-term tourist destination.

A 3D panda sculpture on the streets of Chengdu (Sichuan Province, China) attracts locals and tourists to take photos, October 14, 2025. Photo: Xinhua News Agency .

According to the CEO of Thai AirAsia, Thais are now much more open to Chinese tourism and are no longer focused on just a few popular cities. Many destinations that were previously almost absent from Thai tourists' "travel maps" are now gaining attention thanks to social media and affordable flights.

Behind this trend lies a shift in the mindset of an entire new generation of travelers: preferring to book services independently, explore through apps, and seek out experiences with a distinct local flavor rather than traditional tours.