Thai tourism authorities launched the "Sawasdee Nihao" tourism initiative with a series of events commemorating the 50th anniversary of the establishment of diplomatic relations between China and Thailand on Thursday, aiming to strengthen the kingdom's image as a safe destination for Chinese travelers.
Apart from boosting Thailand's positive image among tourists, the initiative is also expected to strengthen partnerships while deepening strategic tourism collaboration and driving demand through targeted engagement aligned with the evolving preferences of Chinese travelers.
Thailand saw a 30 percent drop in Chinese visitors from the corresponding figure in the first quarter of this year, according to the Tourism Authority of Thailand. Experts attributed the decline to the weak consumption power as well as safety concerns due to the recent reports on telecom fraud.
Thai Prime Minister Paetongtarn Shinawatra attended the opening ceremony and stressed the long historical friendship between China and Thailand and the deep connection between the people of the two countries. She said the initiative marks the start of a deeper Sino-Thai partnership.
"The initiative lays the foundation for a sustainable bridge where every visitor enjoys joy, ease, and safety in a tourist destination for relieving the stress," she said.
As a reflection of Thailand's commitment to quality tourism and enriching seamless travel experiences, the "Sawasdee Nihao" initiative includes infrastructure upgrades, streamlined immigration, and the "Five Must Do in Thailand" campaign — designed to appeal across travel segments, including leisure, luxury, wellness, sports and multigenerational tourism.
The event employs an integrated model, bringing Chinese tour operators, airlines, media and key opinion leaders to experience Thailand firsthand and enabling them to share their experiences with audiences back home. Core components include tour trips, business matching sessions, and high-level policy forums — all reinforcing Thailand's appeal as a safe and high-quality destination.
"This year marks the 50th anniversary of diplomatic relations between China and Thailand, positioning our bilateral ties at a new historical juncture. China is welcoming more high-quality products from Thailand and other neighboring countries into its vast market," said Han Zhiqiang, the Chinese ambassador to Thailand.
"The mutual exchanges between the peoples of China and Thailand have injected vitality into both the social and economic development of the two nations, driving the construction of a China-Thailand community with a shared future," Han said.
According to the Tourism Authority of Thailand, about 300 Chinese tour operators and 500 Thai tourism firms participated in a business matching session held on Thursday. From Friday to Saturday, a trip for Chinese tour operators, media, and KOLs (key opinion leaders) will highlight top destinations including Bangkok, Pattaya, Rayong, Nakhon Pathom and Ayutthaya.
At the opening session of the initiative, Thai Minister of Tourism and Sports Sorawong Thienthong noted that Thailand is positioning itself as a hub for world-class events — from international sports competitions to music festivals and cultural showcases — leveraging Thai soft power to create immersive, high-value visitor experiences.
Last year, Chinese tourists remained Thailand's top international draw, with more than 6.7 million arrivals. The achievement is partially attributed to the mutual visa exemption that took effect in March last year, which also significantly boosted interest in Thai tourism, according to the TAT.
It also showed that more than 1.9 million Chinese tourists visited Thailand till Tuesday this year, surpassing all other markets.
TAT Governor Thapanee Kiatphaibool revealed that tourism authorities have made efforts such as supporting more charter flights from major Chinese cities and launching joint promotions with airlines and agencies to transport travelers.
"Two-way tourism thrives on mutual understanding, and we're committed to deepening cultural connections that allow both nations to discover each other's charm," she said.
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