TAT: China Market Shows Positive Signs, 7 Million Tourists Expected This Year

Khaosod•Economy•5h ago

Reader Briefing

The Tourism Authority of Thailand (TAT) is optimistic about the Chinese market, forecasting 7 million Chinese tourists in 2026 due to positive growth and strategic promotions.

•The Tourism Authority of Thailand (TAT) forecasts 7 million Chinese tourists in 2026, exceeding the initial target.
•Chinese tourist arrivals in February 2025 are expected to increase by over 50% compared to the previous year.
•TAT is implementing various promotional strategies to counter the strong Thai Baht and competition from neighboring countries.
•Revenue from Chinese tourists is projected to exceed 45 billion Baht, surpassing the 42 billion Baht target.

Overview

•Chinese tourist arrivals in February compared to February 2025 are projected to increase by over 50%.
•Thailand faces competition from neighboring countries with weaker currencies and China's promotion of domestic tourism in order to attract tourists.
•Current growth figures show China up 85%, Hong Kong up 84%, and Taiwan performing well.
•TAT projects the Chinese market to reach 7 million tourists in 2026, an increase from the previous target of 6.7 million.
•From January 1 to February 15, 2026, 770,427 Chinese tourists traveled to Thailand.
•During the Chinese New Year period (February 13-22, 2026), approximately 241,000 Chinese tourists are expected.
•TAT is continuously boosting the Chinese tourist market through promotions with partners, including travel agents and online travel agencies (OTAs).
•TAT plans to continue stimulating the market with promotional activities during various holidays throughout the year, targeting diverse tourist segments.

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Key Quotes

Ms. Thapanee Kiatphaiboon

"“In February, Chinese tourists compared to the same period in 2025 will likely increase by no less than 50%. However, various strategies will still need to be employed..."

“เดือนกุมภาพันธ์ นักท่องเที่ยวจีนเข้ามาเทียบช่วงเดียวกันปี 2025 น่าจะขยับขึ้นไม่ต่ำกว่า 50% แต่ ยังต้องใช้กลยุทธ์ต่างๆ เพิ่มขึ้น เนื่องจากประเทศไทยมีปัจจัยค่าเงินบาทที่แข็งค่า...

Ms. Thapanee Kiatphaiboon

"“Currently, China is up 85%, Hong Kong up 84%, and the Taiwan market is also performing well. Therefore, the target for the full year 2026 is for the Chinese market to Thailand to increase to 7 million people, up from the original target of 6.7 million.”"

“เฉพาะช่วงนี้จีนบวก 85% ฮ่องกงบวก 84% และตลาดไต้หวันก็บวกได้ดีเช่นกัน จึงคาดการณ์เป้าหมายทั้งปี 2026 ตลาดจีนเที่ยวไทยจะบวกได้ถึง 7 ล้านคน เพิ่มขึ้นจากเป้าเดิมที่ 6.7ล้านคน”

Key Entities

Organization

Tourism Authority of Thailand(ททท.)ℹ️

The organization forecasting positive signs from the Chinese tourism market and setting targets for tourist arrivals.

Person

Ms. Thapanee Kiatphaiboon(น.ส.ฐาปนีย์)

Spokesperson or representative of the Tourism Authority of Thailand providing insights and forecasts on the Chinese tourism market.

Place

China(จีน)ℹ️

The source country of tourists expected to visit Thailand, with specific growth percentages mentioned.

Hong Kong(ฮ่องกง)ℹ️

A market showing significant positive growth in tourist numbers traveling to Thailand.

Taiwan(ไต้หวัน)ℹ️

A market demonstrating positive performance in contributing to Thailand's tourism.

Temporal

2026

The target year for Chinese tourist arrivals in Thailand, set at 7 million.

2025

The comparison year used to measure the percentage increase in Chinese tourist arrivals for February.