Thailand is aiming to welcome 9 million Chinese tourists by 2026 as part of an aggressive recovery strategy fueled by government-backed charter flight subsidies, large-scale group travel, and major international events. This renewed momentum comes as Thailand positions itself as a safer, more reliable destination compared to regional competitors like Vietnam, which, despite offering lower travel costs, struggles to match Thailand’s infrastructure, service quality, and visitor satisfaction. With rising demand from Chinese tour operators and confidence returning among travelers, Thailand is betting on targeted incentives and high-profile gatherings to regain its dominant position in Asia’s tourism market.

Thailand is preparing for a strong revival in Chinese tourism, projecting 9 million arrivals from China by 2026. After several years of disrupted international travel, this rebound reflects renewed confidence among travelers and a series of strategic efforts by Thai authorities and the tourism industry. Key drivers include the return of large group tours, government-backed charter flight subsidies, and global business events that highlight Thailand’s appeal as a safe and reliable destination.

Tourism officials and industry stakeholders have focused heavily on restoring Chinese travel to pre-pandemic levels. In 2019, China represented the largest inbound market for Thailand with 10.9 million visitors. Though the industry has faced challenges in the post-pandemic era, Thailand’s latest recovery strategies are gaining traction and could bring the numbers close to the previous high.

A key component of the strategy is a charter flight subsidy program that provides 350,000 baht per flight to operators bringing Chinese tourists into Thailand. This financial incentive aims to increase flight frequency and accessibility from various cities in China. Already, new travel agreements with agencies in cities such as Chongqing, Lanzhou, and Hangzhou signal rising interest and readiness to participate in this initiative. The government expects this measure alone to attract at least 150,000 Chinese visitors over the next year.

Alongside this effort, Thailand is targeting the high-value MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. This segment tends to bring in business travelers and corporate groups who spend significantly more than the average tourist. Officials project around 75,000 visitors will come to Thailand through MICE-specific subsidies and support. This segment also strengthens Thailand’s image as a well-equipped host for global-scale gatherings.

Large corporate incentive events scheduled in Bangkok are also expected to contribute significantly. One such event, set for March and April 2026, will bring 13,000 international delegates. The presence of such a large group reinforces confidence in Thailand’s hospitality capabilities and sends a strong signal to both the Chinese market and other international travelers. These events showcase the country’s infrastructure, professionalism, and safety protocols, which are essential to rebuilding trust among global travelers.

Travel insiders believe that these group visits not only bring immediate economic benefits but also serve as an important trust-building exercise. When large delegations safely and successfully visit Thailand, it restores confidence among travelers who may still be hesitant to travel independently. As confidence improves, individual bookings and smaller group trips are expected to rise, creating a domino effect throughout the tourism industry.

In October 2026, Thailand will host the World Bank Governors’ Meeting, a major international event with significant media and diplomatic attention. This gathering offers another opportunity for Thailand to promote itself as a secure, modern, and globally connected destination. The event will spotlight Thailand’s transportation systems, hospitality sector, and security readiness—all crucial factors in maintaining and growing international tourism.

As a result of these combined efforts, tourism experts predict that the ongoing charter flight subsidy program could increase air traffic from China fivefold. This surge in flights may bring in approximately 1 million of the anticipated 9 million Chinese visitors by the end of 2026.

Chinese travel agencies and tour operators have shown considerable enthusiasm for these initiatives. Industry figures expect the impact of the subsidies and promotional campaigns to become visible by November and December of this year. Provided that no major disruptions occur, Chinese arrivals in Thailand could recover to 70–80% of pre-pandemic levels by late 2025 and continue to grow into 2026.

While regional competitors like Vietnam have gained temporary attention due to lower travel costs, they still fall short of Thailand in terms of service quality and overall visitor experience. Many Chinese travelers who visit Vietnam do not return for a second trip. In contrast, Thailand offers a more comprehensive and premium tourism product, which encourages repeat visits and longer stays.

Safety concerns, which previously affected travel decisions, are beginning to ease as Thailand continues to invest in better infrastructure and tourist services. If the country maintains this trajectory, it is expected to win back the trust of the Chinese market and emerge stronger than before.

In response to a significant 34.1% decline in Chinese arrivals during the first half of the year, Thai tourism authorities launched a promotional roadshow across key cities in China. This campaign aimed to reestablish direct contact with travel partners, strengthen brand visibility, and update Chinese stakeholders on the new incentive programs and travel offerings in Thailand.

Although the 9-million figure serves as a strong projection, Thailand’s tourism authority has not yet declared it an official target. Officials are approaching the forecast cautiously, taking into account global uncertainty and potential market fluctuations. They continue to monitor both economic and geopolitical developments closely, ensuring that the country remains agile in adapting to new conditions.

Thailand is targeting 9 million Chinese tourists by 2026 through charter flight subsidies, group travel incentives, and global events, while Vietnam struggles to compete due to weaker infrastructure and lower service quality.

Nevertheless, momentum is clearly building. With new airline partnerships, focused promotional efforts, and growing traveler confidence, Thailand is positioning itself for a major tourism recovery led by Chinese visitors. As travel demand continues to increase and trust is rebuilt through strategic events and large group arrivals, Thailand stands poised to regain its place as one of the top international destinations for Chinese tourists.