Thailand is betting on Chinese tourists.

Chinese tourists are welcomed at a Thai airport. Photo: Reuters .

Thai and Chinese tourism operators are optimistic about a recovery in mainland Chinese tourist numbers during the 2026 Lunar New Year holiday. This confidence is bolstered by the Thailand Travel Agents Association (ATTA) holding the Thailand Tourism and MICE Next 2026 fair, which brings together over 2,000 buyers and sellers, with the goal of increasing total visitor numbers to 9 million this year, according to the Bangkok Post .

According to Thanapol Cheewarattanaporn, Chairman of ATTA, Thailand – with its position as a leading destination in the region and significantly improved aviation capacity compared to last year – is creating momentum for a resurgence in tourist numbers during the Lunar New Year, mainly from independent travelers.

With a budget of over 15 million baht, the event is expected to generate revenue of 2-3 billion baht. Mr. Thanapol said the fair is expected to boost tourism demand, contributing to the realization of the goal of attracting international visitors this year. According to ATTA, Thailand aims to welcome approximately 39 million visitors, with Chinese tourists accounting for nearly 9 million.

Chinese tourists take souvenir photos in Samut Prakan, Thailand. Photo: Xinhua News Agency.

ATTA also plans to participate in a roadshow organized by the Tourism Authority of Thailand (TAT) in Shanghai, China, in March to reach the Chinese market. Simultaneously, the association will organize its own roadshows in India, South Korea, Taiwan, Malaysia, and Singapore this year.

Previously, 10 Thai travel companies signed a memorandum of understanding with the Pingtung County government (Taiwan) to strengthen bilateral tourism cooperation.

The Tourism Authority of Thailand announced that it has launched numerous promotional packages to stimulate demand during the Lunar New Year holiday on various OTA platforms. David Dai, General Manager of International Business at Tuniu.com – a major Chinese OTA – stated that Chinese tourists began booking overseas tours, including to Thailand, from the end of last year, although many still tend to book closer to the departure date.

This year's Lunar New Year holiday, lasting 8-9 days longer than last year, is expected to keep Chinese tourists in Thailand for more than a week. Popular destinations remain Bangkok, Pattaya, and Hua Hin.

According to Mr. Dai, the visa-free policy continues to be a major driver of Chinese tourism demand. In addition, political tensions between China and Japan have led many tourists to shift their focus to Thailand. Despite concerns related to online scams and earthquakes, Thailand remains among the top five destinations chosen by Chinese tourists on this platform.

According to statistics from Tuniu.com, 67% of Chinese tourists visiting Thailand are independent travelers, while the rest participate in package tours.

In 2025, Thailand is expected to receive only about 4.5 million Chinese tourists, while Vietnam will record over 5.2 million Chinese visitors, a 41% increase compared to the previous year and accounting for approximately 25% of the total international visitors.

Source: https://znews.vn/thai-lan-dat-cuoc-vao-khach-trung-quoc-post1622446.html