Tourists visit Wat Arun or the Temple of Dawn on the eve of Lunar New Year in Bangkok, Thailand, Jan. 28, 2025. Photo by Reuters
Thailand, the second largest economy in Southeast Asia, recorded nearly 6 million foreign tourist arrivals between Jan. 1 and Feb. 22, with the Chinese market showing strong signs of recovery during the Lunar New Year holiday, according to the Tourism Authority of Thailand (TAT).
TAT Governor Thapanee Kiatphaibool said the encouraging figure was driven by the New Year and Lunar New Year holidays as well as positive signals from China, Thailand’s largest source market.
In February, coinciding with the Lunar New Year festival, Chinese arrivals rebounded markedly, reaching as many as 30,000 per day on some days.
To capitalize on the recovery, TAT has rolled out its 2026 tourism promotion campaign “Zhong Tai Yi Jia Qin” (China-Thailand: Close like family), identifying Chinese travelers from both major and secondary cities as a key target group.
In January, TAT coordinated with the Association of Thai Travel Agents (ATTA) to organize a familiarization trip for 300-400 representatives of leading tour operators and key opinion leaders.
In February, Lunar New Year events were held in several localities, including Hat Yai District in Songkhla Province, attracting large numbers of ethnic Chinese visitors, particularly from Malaysia. A major roadshow is scheduled to take place in Shanghai in March.
Another key measure is the “Airlines Focus” strategy, under which TAT works closely with both short-haul and long-haul carriers. Negotiations for new routes are conducted at least six months in advance.
The approach is beginning to yield results, with additional airlines expected to launch new services and increase flight frequencies to Thailand in the second half of the year.
For 2026, TAT aims to attract no fewer than 35 million foreign visitors, with the possibility of reaching 36.7 million.
The authority is preparing campaigns with content creators to promote more destinations, while continuing to highlight Thailand’s strengths such as Muay Thai, spa and massage services, cultural heritage and cuisine. It also plans to further promote award-winning restaurants, including those recognized by Michelin and Asia’s Best 50 Restaurants, to enhance the country’s tourism appeal.
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