The Tourism Authority of Thailand (TAT) has presented a comprehensive strategic tourism agenda in support of Thailand–China diplomatic engagement. This follows the official visit of H.E. Mr. Wang Yi, Minister of Foreign Affairs of the People’s Republic of China, from 23 to 25 April 2026, including his meeting with H.E. Mr. Anutin Charnvirakul, Prime Minister of Thailand, and the 3rd Thailand–China Foreign Ministers’ Consultation Mechanism.
TAT’s agenda positions tourism as a key driver of bilateral relations across economic, social, and people-to-people dimensions, while supporting Thailand’s 2026 target of 4.72 million Chinese visitors and tourism revenue of no less than 260 billion Baht.
TAT Governor Ms. Thapanee Kiatphaibool said, “China remains one of Thailand’s most important tourism markets, and this high-level diplomatic engagement provides a timely platform to advance structured, long-term cooperation. TAT is focused on rebuilding confidence, strengthening quality tourism, and driving sustainable bilateral growth that benefits both countries.”
The proposed agenda is guided by key policy principles that position tourism as a strategic enabler of Thailand–China relations. It promotes a balanced, mutually beneficial approach, advancing two-way tourism while emphasising high-value, safe, and meaningful travel experiences for discerning visitors.
TAT has proposed establishing a Thailand–China Tourism Partnership 2026–2030, linking national and local agencies to support subnational cooperation, encourage government-industry exchange, and promote more balanced tourism flows between major and emerging destinations in both countries.
At its core is the joint development of high-value and thematic tourism, backed by coordinated promotion and a shared calendar of activities. Key targeted segments include health and wellness, sports tourism, cultural and festival events, gastronomy, heritage sites, and MICE. This approach aims to enhance demand quality, diversify experiences, and support year-round travel.
The agenda also extends to emerging growth areas, including medical and wellness tourism, and film, series, and pop culture tourism. Thailand is already positioned as a leading wellness destination under the “Healing is the New Luxury” concept, while collaborative content production will amplify tourism demand through cultural storytelling and extensive media exposure.
Further cooperation spans travel facilitation and joint marketing efforts, including expanded air connectivity with new routes from secondary Chinese cities, co-branded travel trade events, media familiarisation trips, KOL exchanges, and leveraging digital platforms, data sharing, and AI-driven targeting for precise market penetration.
To bolster confidence and standards, TAT proposes structured collaboration on tourist safety, visitor satisfaction, and crisis communication. This includes a joint communication protocol and personnel exchanges to align policies, standards, and regulatory practices across both tourism ecosystems.
Finally, TAT recommends forming a joint tourism working group and launching pilot projects in 2026–2027 under the heartfelt concept of a shared Thailand–China community (Zhong Tai Yi Jia Qin – meaning China and Thailand are one family). These steps will help sustain high-level engagement and deliver measurable, lasting outcomes.
