The Tourism Authority of Thailand (TAT) has been cooperating with the Chinese media in major campaigns to attract more Chinese tourists to Thailand, especially younger generations in the “Generation Y" and "Generation Z” groups.

In the joint cooperation, TAT is working with Tencent, WeTV, and Sichuan TV in creating effective tourism content in the forms of variety shows and television commercials. These programs include “Tasteful Thailand” and “Forever by Your Side,” featuring delicious Thai food, cultural diversity, and stunning destinations. They have been presented through Tencent Video and WeTV digital platforms, which have become increasingly popular among younger Chinese generations.

TAT has also joined Sichuan TV in producing a television commercial featuring Chu Yi, a key opinion leader, sharing tourism experiences in Thailand in new travel perspectives, under the “Play the New Thai Way” campaign, which reflects Thailand’s image as a safe, high-quality destination and its readiness to welcome visitors from all over the world.

As for its plan in 2026 for the Chinese market, TAT will launch many activities under the "Zhong Tai Yi Jia Qin," or "China and Thailand Are One Family," campaign to strengthen sales promotions, with various cultural and festival events being held throughout the year.

In this campaign, lesser-known tourism cities, with great potential, will also be presented to meet the demands of Chinese tourists. The Chinese market remains crucial for Thailand’s tourism industry, as China is one of the largest sources of foreign visitors to Thailand.

Chinese tourist arrivals in 2025 reached 4.5 million, a significant decrease from about 6.7 million in 2024. TAT sets a target to welcome 6.7 million Chinese visitors in 2026, representing a growth rate of at least 40 percent year-on-year.