Chinese tourist arrivals to Thailand set to jump 24% for Golden Week

Chinese tourist arrivals to Thailand during the upcoming extended Golden Week holiday are expected to rise 24 percent year-on-year to around 250,000, generating an estimated 11.5 billion baht ($350 million) in tourism revenue, the Tourism Authority of Thailand said on Monday.

During China's National Day holiday from Oct 1 to 7, Thailand is forecast to welcome about 137,000 Chinese visitors, up 21 percent from a year earlier, with tourism revenue from the market expected to increase 35 percent to 4.2 billion baht, according to the TAT.

The figures point to a strengthening recovery in Thailand's key Chinese tourism market, as travelers take advantage of the extended holiday period to stay longer, combining China's Mid-Autumn Festival and National Day breaks.

Data from ForwardKeys show October bookings to Thailand are up 16 percent, while flight searches from China have climbed 24 percent, led by travelers from Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing.

Six new direct routes between China and Thailand are also scheduled to launch in September and October, adding flight capacity as demand builds.

Against this backdrop, the TAT, together with public- and private-sector partners, on Monday unveiled Nihao Month 2026, an initiative designed to deepen Thailand's engagement with the Chinese market.

First introduced in 2024, Nihao Month has evolved into a broader platform combining tourism promotion with cultural exchange and business partnerships, reflecting Thailand's effort to move beyond simply attracting visitors toward encouraging longer, more experience-driven trips.

"This year, we bring TAT's China-market strategy into a more integrated phase, connecting travel demand before departure with privileges and quality experiences in Thailand, then extending that engagement through culture and creator-led storytelling," said Thapanee.

The strategy is intended to give Chinese travelers more reasons to choose Thailand, stay longer and return, while supporting higher-value tourism while keeping the country among the top destinations considered by Chinese travelers, she said.

Nihao Month 2026 features four interconnected activities aimed at influencing travel decisions before departure, enhancing visitors' experiences in Thailand and extending destination storytelling long after their trips.

As part of the campaign, the TAT will partner with Meituan, one of China's leading lifestyle platforms, on an integrated sales and marketing campaign. Major shopping centers across Thailand will also introduce special privileges for Chinese passport holders during the holiday period.

On Sept 25, the TAT will stage the Amazing Thailand Mid-Autumn Celebration 2026 at One Bangkok, bringing the festive atmosphere of the Mid-Autumn Festival to one of the capital's newest destinations.

Later this month, a group of Chinese key opinion leaders will visit Thailand and explore the country's soft power through four themed travel routes, creating content aimed at Chinese audiences and showcasing experiences beyond traditional sightseeing.

For Thailand, the renewed flow of Chinese visitors offers more than a short-term holiday boost. It provides an opportunity to reshape the country's tourism proposition for a Chinese market that is becoming increasingly diverse, digitally driven and focused on experiences.