Southeast Asia Information Port News (www.dnyxxg.com) March 11, 2026 – The Tourism Authority of Thailand (TAT) will upgrade its roadshow in China to a large-scale professional exhibition for the first time, holding the “2026 Thailand Charm Tour China Trade Fair” in Shanghai. Simultaneously, it will launch a new marketing direction, “Charm Tour: Where the Heart Leads, Start in Thailand,” and an upgraded “Trust Thailand” program, aiming to strengthen Thailand’s positioning as a high-quality tourism destination in the Chinese market and boost tourist confidence.
TAT Governor Thapane Kitapappur stated that China is a core tourism partner of Thailand. Adhering to the spirit of “China and Thailand are one family,” Thailand is focusing on the upgrading needs of Chinese tourists for health and wellness and cultural experiences, consolidating its position as a regional health and wellness center with the concept of “Healing is New Luxury,” and providing more meaningful travel experiences.
This trade fair, jointly organized by the Tourism Authority of Thailand and public-private partnerships including the King Power Group and the Thai Travel Agents Association, attracted over 130 Thai tourism operators (covering major and emerging destinations such as Bangkok, Phuket, and Chiang Mai, and the entire tourism value chain, including hotels, attractions, and services) to directly connect with over 450 Chinese tourism companies. The event also included buyer briefings and tourism news releases, showcasing new products, exclusive offers, and the latest industry trends. Exhibiting companies underwent rigorous selection to cater to the needs of different groups, including families, Generation Z, and high-value tourists.
At the concurrently held "Charming Journey Night" event, Thai and Chinese artists collaborated: the Thai Khit Buak Silp group performed an excerpt from the Khon opera "Ramakin," and the Shanghai Peking Opera Troupe presented a classic repertoire, deepening bilateral friendship through cultural exchange.
To continuously revitalize the market, Thailand is collaborating with Chinese and Thai airlines and tourism platforms to promote joint marketing throughout the year and has launched the "Thailand Summer Tourism Boom" plan (running until July 2026), providing policy support for charter flights, route expansion, and group tours. The upgraded "Trust Thailand" plan focuses on four core areas: physical safety, Chinese-language services, convenient digital payments, and public transportation accessibility. Currently, over 7,467 Thai institutions have been certified.
Data shows that from January to March 2026, Thailand received 1.0917 million Chinese tourists, a year-on-year increase of 4.58%, with February seeing a significant year-on-year increase of 82.42% thanks to the Spring Festival holiday. The Tourism Authority of Thailand has set a target of receiving 6 million Chinese tourists in 2026, marking a crucial stage in the recovery of the Chinese market. (End)
