The Tourism Authority of Thailand (TAT) is stepping up efforts to stimulate the Chinese market as it welcomes the new year through strategic partnerships with Tencent, WeTV, and Sichuan TV.

The initiative features two tourism-focused programs, "Tasteful Thailand" and "Forever by Your Side," which will be broadcast on Tencent Video and WeTV. "Tasteful Thailand" presents Thai cuisine through local ingredients and culinary wisdom from regions such as Chiang Mai, Khon Kaen, Phetchaburi, and Surat Thani, while "Forever by Your Side" follows a travel dating format highlighting cultural experiences and romantic destinations in Bangkok, Phuket, and Hua Hin in Prachuap Khiri Khan. Each program consists of 10 episodes and reaches more than 160 million users worldwide each month.

Alongside digital content, TAT has partnered with Sichuan TV to produce a television commercial under the "Play the New Thai Way" campaign. The TVC showcases new travel experiences in Bangkok and Phang Nga, an emerging destination known for its natural beauty and contemporary lifestyle tourism. The campaign features well-known Chinese influencer Chu Yi, who has more than eight million followers, and is broadcast across Sichuan TV's tourism, news, and family-oriented programming, with an estimated reach of over 700 million households.

Mr. Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, said the initiative reflects TAT's continued commitment to strengthening travel confidence and reinforcing a positive image of Thailand as a modern, safe, and high-quality leisure destination capable of welcoming discerning Chinese travelers. Campaign content is distributed across major platforms including Tencent Video, Sichuan TV, Chengdu Metro TV, and leading digital channels such as Douyin, Xiaohongshu, WeChat Video Channel, and Weibo, generating an estimated reach of more than 100 million online impressions.

Looking ahead to 2026, TAT plans to launch a major China-focused campaign titled "Zhong Tai Yi Jia Qin," or "China and Thailand, One Family." In collaboration with strategic partners, TAT will roll out year-round promotional activities, sales campaigns, and events while highlighting emerging destinations aligned with Chinese travel preferences. In 2025, Thailand welcomed 4.47 million Chinese visitors, and for 2026, TAT aims to generate THB 260.2 billion (US$8.306 billion) in tourism revenue from the Chinese market.