By: TTW News Desk

Thailand aims to welcome 9 million Chinese travellers next year—about an 80% rise from this year—by rapidly increasing direct and charter flights from major Chinese hubs, launching targeted marketing and digital campaigns during peak holiday windows, and strengthening safety, emergency-response and public-reassurance measures to address recent security concerns; alongside these moves the government and industry are easing visa and entry procedures, offering airline and tour incentives, and pushing hotels, attractions and service providers to add Chinese-language support, mobile payment options and tailored itineraries. Together, these actions are designed to restore traveller confidence, expand seat capacity and convert demand into bookings, driving higher spending across hotels, retail and transport and helping Thailand reclaim a substantial share of its pre-pandemic Chinese market—provided broader economic and geopolitical conditions remain stable.

Thailand Targets Strong Rebound in Chinese Tourism with Ambitious 2026 Arrival Goal

Thailand, the second-largest economy in Southeast Asia, is preparing for a significant tourism surge as it projects nine million Chinese visitors in the coming year. This represents an estimated 80% increase from this year’s figures and reflects the government’s intensified push to revive its tourism sector. Efforts include expanding charter flight services, launching large-scale promotional campaigns in key Chinese cities, and implementing strategies to rebuild traveller confidence after a challenging period.

The renewed optimism comes at a crucial time for Thailand’s tourism industry, which has faced both economic and reputational hurdles in recent years. The country’s tourism authorities believe that easing travel procedures, strengthening airline partnerships, and enhancing visitor safety standards will encourage a faster recovery in the vital Chinese market. Chinese travellers have historically been Thailand’s largest inbound tourist group, making them essential to the nation’s economic recovery.

One of the key drivers behind this strategic push is the recognition that safety perceptions strongly influence travel decisions. Earlier this year, high-profile reports such as the kidnapping incident involving Chinese actor Xing Xing in January created apprehension among potential visitors. Thai officials are now prioritizing stronger security measures, improved emergency response systems, and public awareness campaigns to reassure both tourists and tour operators.

Tour industry experts in China also see potential for improvement. Zheng Wei, the owner of Gansu Junhe Cultural Tourism in Lanzhou, predicts that the benefits of Thailand’s current initiatives will start showing in the final months of this year. According to market analysis, if no major setbacks occur in the travel environment, Chinese arrivals could recover to between 70% and 80% of pre-pandemic levels by the end of next year.

The recovery path, however, is still uneven. Official statistics show that Thailand welcomed only 2.64 million Chinese tourists in the first seven months of the current year, far below the figures recorded before global travel restrictions began. While the pace of arrivals is gradually picking up, it remains heavily influenced by airline capacity, economic conditions in China, and competition from other destinations in the Asia-Pacific region.

The Bank of Thailand has taken a cautious view in its projections. According to its estimates, Chinese visitor numbers will likely close at around five million this year, marking a decline of roughly 25% compared to last year’s total. This drop reflects the combined impact of economic uncertainty in key markets and shifting travel preferences among younger Chinese tourists, who are increasingly exploring alternative destinations that offer similar cultural and leisure experiences.

Thailand’s broader tourism sector, however, continues to perform strongly in terms of overall visitor numbers. Last year, the country attracted more than 35 million international travellers, of which 6.7 million came from China. Industry analysts note that a full recovery of the Chinese market would significantly boost total arrivals and spending, given the group’s high contribution to retail, dining, and entertainment sectors.

To achieve the ambitious nine-million-visitor goal, Thai authorities are rolling out targeted strategies. Airlines are being encouraged to operate more direct flights from major Chinese hubs such as Beijing, Shanghai, Guangzhou, and Chengdu. Tourism offices are hosting cultural festivals, culinary showcases, and shopping events in partnership with Chinese travel agencies to promote Thailand’s image as a safe, welcoming, and exciting destination.

In addition, Thailand is expanding its digital engagement to capture the attention of China’s tech-savvy travellers. Social media campaigns, influencer collaborations, and online booking incentives are being used to reach younger audiences who rely heavily on mobile apps for trip planning. Special promotions during China’s key holiday periods, including the Lunar New Year and Golden Week, aim to maximise visitor flows during peak seasons.

Tourism-related businesses in Thailand are also adapting to shifting consumer expectations. Hotels and resorts are enhancing Chinese-language services, adjusting menus to cater to diverse dietary preferences, and introducing payment options compatible with popular Chinese mobile wallets. Popular tourist spots are implementing advanced crowd management systems to improve visitor experience and safety.

Market observers point out that the success of this recovery effort will depend on multiple factors, including China’s domestic economic stability, ongoing geopolitical developments, and Thailand’s ability to sustain competitive advantages in the regional travel market. Maintaining affordable travel packages, ensuring convenient visa processes, and providing memorable cultural experiences will be essential in retaining traveller interest.

Thailand’s tourism leaders remain optimistic. They argue that the country’s diverse offerings — from vibrant cities and golden beaches to ancient temples and rich culinary traditions — give it a strong competitive edge. The government’s proactive stance, combined with industry cooperation, could accelerate the rebound and re-establish Thailand as a top choice for Chinese holidaymakers.

If the nine-million target is reached, the economic benefits could be substantial. Increased hotel occupancy, higher spending in local markets, and stronger demand for transportation and entertainment services would support jobs across the hospitality sector and contribute significantly to national GDP. In turn, this could help offset slower growth in other economic areas and strengthen Thailand’s position as a tourism powerhouse in Southeast Asia.

Thailand plans to attract 9 million Chinese visitors next year by expanding flights, boosting safety measures, easing travel processes, and launching targeted campaigns to restore confidence and spending in its vital tourism sector.

While challenges remain, Thailand is moving forward with confidence. The planned expansion of charter flights, intensive marketing campaigns, and renewed emphasis on safety all signal a clear message — the nation is ready to welcome Chinese travellers back in greater numbers. As long as global travel conditions remain stable and visitor trust continues to grow, the coming year could mark a turning point in the revitalisation of this vital tourism link between Thailand and China.