BANGKOK, Thailand – The Tourism Authority of Thailand (TAT) has launched “Nihao Month 2026” to increase travel demand during the Mid-Autumn Festival and China’s Golden Week, while sustaining momentum into 2027. TAT Governor Thapanee Kiatphaibool and Zhang Ruoyou, Director of the China Cultural Center in Bangkok, presided over the launch at TAT headquarters on September 14, 2026. Now in its third year, Nihao Month includes four key initiatives. A joint promotion with Meituan, from September 15 to October 31, targets travelers from major, secondary, and New First-Tier Chinese cities with tourism and hotel offers, the Black Pearl Restaurant Guide, location-based recommendations, and real-time attraction bookings.
The “Amazing Thailand Mid-Autumn Celebration 2026” will be held at One Bangkok on September 25, along with a familiarization trip for 30 Chinese media representatives and influencers. Under the theme “Healing is a New Luxury,” participants will visit Krabi, Phetchaburi–Prachuap Khiri Khan, Chiang Rai, and Rayong–Ko Samet. TAT will also provide “Chinese Passport Privilege” benefits from September 15 to October 31 through 20 partners in shopping, wellness, transportation, telecommunications, and online payment services.
TAT expects about 250,000 Chinese visitors during Golden Week from September 25 to October 7, a 24% increase, generating an estimated 11.5 billion baht. The “3 Days Off for 13 Days” trend is projected to raise the average stay from eight to 13 days, spreading visitors across more destinations. Forward bookings for October are up 16%, and flight searches have risen by 24%, mainly from Shanghai, Guangzhou, Chengdu, Hangzhou, and Chongqing. These figures reaffirm Thailand’s position as a top-of-mind destination for Chinese travelers.
