The Tourism Authority of Thailand (TAT) has been stepping up its efforts to attract more Chinese tourist arrivals with promotional activities, while reinforcing Thailand’s strategic focus on the Indian market and advancing a quality-led tourism strategy for 2026 across leisure and quality travel segments.

Concerning the Chinese market, TAT has launched the campaign "Zhong Tai Yi Jia Qin," or "China and Thailand Are One Family," in 2026 to strengthen sales promotions. It recently announced “Amazing Thailand Chinese New Year 2026,” with flagship events in Bangkok and Hat Yai District of Songkhla, marking the Golden Horse year and the 51st anniversary of Thailand–China diplomatic relations. 

In Bangkok, TAT is hosting Amazing Thailand Happy Chinese New Year 2026, in cooperation with the Embassy of the People’s Republic of China, the Bangkok Metropolitan Administration, Samphanthawong District, Siam Paragon, and Thai Beverage Public Company.

Yaowarat Road, from Odeon Circle to Chaloem Buri Intersection, is being transformed through large-scale festive illuminations from 7 February to 1 March, daily from 18.00 to 23.00 hr. Siam Paragon will host the main festival program from 14 to 18 February, daily from 16.00 to 22.00 hr. Highlights include large-scale lantern displays and performances by four leading troupes from China, alongside festival activities, such as Chinese lantern crafting, auspicious character printing, Chinese calligraphy, khon mask painting, Chinese paper cutting, Thai embroidery, artificial flower keychain making, and Chinese astrology.

In Hat Yai, the Amazing Thailand Chinese New Year 2026 @ Hat Yai will take place from 17 to 20 February. The program will feature Chinese performances, traditional lion dances, acrobatic shows, and night-time light displays. TAT is also supporting Chinese New Year celebrations in Nakhon Sawan from 10 to 21 February and Suphan Buri on 17-18 February.

It expects that during the Chinese New Year 2026 travel period from 13 to 22 February, Thailand will welcome about 1.25 million international visitors, an increase of 10 percent, alongside an estimated 2.3 million domestic trips, up 3 percent year-on-year.

As for the Indian market, TAT participated in the Outbound Travel Mart 2026, held in Mumbai on 5-7 February, when it used the platform to disseminate updated tourism information and showcase Thailand’s tourism products and services through a series of cultural performances and live demonstrations.

India is an important and high-growth market for Thailand, which aims to stimulate interest among key Indian traveler segments, including first-time visitors, millennials, and high-value travelers. Indian tourist arrivals reached 2.48 million in 2025, up from 2.12 million arrivals in 2024. Thailand expects to welcome 2.55 million Indian travelers in 2026.