Southeast Asia Information Port News (www.dnyxxg.com) March 11, 2026 — The Tourism Authority of Thailand (TAT), with its "Trustworthy Thailand" agenda and 360-degree partnership strategy at its core, took advantage of its trip to Shanghai on March 10, 2026, to participate in the "China-Thailand Super Trade Fair" to hold high-level talks with Chinese cultural and tourism authorities and key tourism partners. The talks focused on key issues such as upgrading bilateral tourism cooperation and boosting market confidence, jointly drawing a new blueprint for the development of China-Thailand tourism.
The meeting was led by Ms. Thapane Kiatpaipur, Governor of the Tourism Authority of Thailand, and included the senior management team of the Tourism Authority of Thailand, Ms. Zhong Xiaomin, Director of the Shanghai Municipal Administration of Culture and Tourism, representatives from key airlines such as China Eastern Airlines, Spring Airlines, and Juneyao Airlines, as well as representatives from leading online travel agencies (OTAs) and tour operators such as Ctrip, Meituan, Tuniu, Tongcheng Travel, Fliggy (a subsidiary of Alibaba Group), China Travel Service, Zhuyu Group, Shandong Ocean International Travel Service, Shanghai Huantai International Travel Service, and Shanghai Jinjiang Tourism. As the core topic of this meeting, the "Trustworthy Thailand" project was positioned as a key initiative to enhance Thailand's image as a "high-quality, safe, and reliable" tourist destination in the Chinese market. To solidify this positioning, the Tourism Authority of Thailand has continuously upgraded its safety guarantees, service quality, and tourist experience standards. Currently, over 7,467 tourism organizations nationwide have been certified through this project, directly demonstrating Thailand's firm commitment to providing Chinese tourists with high-quality and trustworthy travel experiences.
Within the framework of the "360-degree partnership," both parties reached a consensus on cooperation in four core areas: first, increasing the frequency of China-Thailand air routes and opening new route networks to facilitate two-way tourism transportation; second, leveraging big data analysis to understand the consumption preferences and behavioral trends of Chinese tourists, achieving precise matching of products and services; third, jointly conducting themed marketing activities with online travel platforms and utilizing a matrix of key opinion leaders (KOLs) and key consumer consumers (KOCs) to strengthen the influence of the Thai tourism brand in the Chinese digital ecosystem, helping to optimize the tourist decision-making process; and fourth, deepening the development of experiential tourism products, focusing on promoting emerging Thai tourist destinations, and driving the upgrading of Thailand's tourism industry from popular areas to a more balanced development across the entire country.
The meeting also emphasized that the Tourism Authority of Thailand (TAT) will use this cooperation as an opportunity to continuously deepen bilateral tourism collaboration, help the China-Thailand tourism market achieve a more balanced and sustainable development pattern, and further consolidate the long-standing friendly ties between the two countries embodied in the "China-Thailand family" concept.
Ms. Thapane Kiatpaipur stated during the meeting: "China has always been one of Thailand's most important strategic tourism markets. A solid partnership is the core support for enhancing tourist confidence and achieving high-quality growth in the industry. Through the 'Trustworthy Thailand' project, the TAT will work closely with partners across China to fully guarantee the safety, convenience, and experience of travel to Thailand, continuously consolidating Thailand's core position as a world-class, high-quality, sustainable tourism destination." (End)
