PATTAYA, Thailand – The Tourism Authority of Thailand (TAT) is advancing the Trusted Thailand agenda Partnership 360 strategy through high-level discussions with leading tourism partners from the People’s Republic of China, held in connection with TAT’s mission in Shanghai on 10 March 2026 for the Amazing Thailand Mega Trade Meet in China 2026.
Led by Ms. Thapanee Kiatphaibool, TAT Governor, together with TAT senior executives, the meeting brought together Ms. Zhong Xiaomin, Director of the Shanghai Administration of Culture and Tourism, as well as representatives from major Chinese tourism industry partners. Participants included China Eastern Airlines, Spring Airlines and Juneyao Air, alongside leading online travel platforms and tourism operators including Trip.com (Ctrip), Meituan, Tuniu, Tongcheng Travel, Fliggy (Alibaba Group), China Travel Service, JOYU Group, Shandong Ocean International Travel, Shanghai Huantai International Travel and Shanghai Jinjiang Tour.
The discussions placed Trusted Thailand at the centre of efforts to strengthen Thailand’s image as a quality, safe and reliable destination for Chinese travellers. In support of this direction, TAT continues to raise standards across safety, service quality and visitor experience, with more than 7,467 tourism establishments nationwide have thus far received the Trusted Thailand designation, reflecting the country’s readiness to delivering reliable and high-quality travel experiences.
The meeting also underscored TAT’s commitment to advancing two-way tourism cooperation, supporting more balanced growth between Thailand and China while reinforcing the long-standing bond reflected in the spirit of Zhong Tai Yi Jia Qin—China and Thailand as one family.
Under the Partnership 360 approach, both sides discussed cooperation across several fronts, including increasing flight frequencies and opening new routes between Thailand and China, implementing joint marketing with OTA partners through data-led insights into Chinese traveller behaviour, and using KOL and KOC strategies on Chinese digital platforms to strengthen awareness and stimulate travel decisions. The discussions also covered the development of experience-based tourism products and the promotion of Thailand’s emerging destinations to help distribute tourism more widely across the country.
Ms. Thapanee said, “China is one of Thailand’s most important tourism markets, and partnership is central to strengthening confidence and sustaining quality growth. Through Trusted Thailand and close collaboration with our partners across China, TAT is working to ensure travel to Thailand is safe, seamless and meaningful, while reinforcing the Kingdom’s position as a world-class destination for high-quality and sustainable tourism.” (TAT)
