PATTAYA, Thailand – The Tourism Authority of Thailand (TAT) forecasts that more than 200,000 Chinese travelers will visit Thailand during the 13-day Golden Week holiday for China’s National Day, from September 26 to October 8, 2025, generating tourism revenue of approximately 10 billion baht. The agency is also promoting the “Nihao Month” campaign to welcome the Mid-Autumn Festival and stimulate continuous travel from Chinese tourists through the end of 2025.
Ms. Thapanee Kiatphaiboon, Governor of TAT, said that during the Golden Week, around 25,000–30,000 Chinese visitors are expected daily, with the total number potentially reaching 300,000 travelers. TAT is pushing forward initiatives to restore confidence in travel to Thailand, especially amid a slight slowdown in Chinese tourism. The “Trusted Thailand” project is part of this effort, enhancing Thailand’s image and reassuring travelers.
In addition, TAT is encouraging travel from secondary cities in China through charter flights and incentivizing group travel via its “Summer Blast” program. The agency aims to attract Chinese tourists during peak periods such as the Mid-Autumn Festival and National Day, traditionally important travel times.
The “Nihao Month” campaign, now in its second year running from September to December 2025, is designed not only to boost tourism but also to reinforce the strong ties between Thailand and China on the occasion of the 50th anniversary of diplomatic relations. The program highlights cultural experiences such as the Mid-Autumn Festival as a bridge between the two nations.
Key activities under Nihao Month include:
“Thailand, Told by You – UGC Challenge & FAM Trip”: From September 1–12, Chinese content creators participated in a competition showcasing Thailand’s charm under themes like “5 Must Do in Thailand” and “Soft Power 5F.” Winners will travel to Thailand from October 5–11 to share their experiences online and participate in the “Amazing Mid-Autumn in Thailand, Welcome Reception” event on October 6 at One Bangkok. KOLs and influencers will meet popular Thai artists including Billkin Puttipong Assaratanakul and Pong Nawat Kulrattanarak, and take part in cultural workshops such as mooncake making, Chinese calligraphy, and modern arts.
Tourism Routes: Participants will explore and share experiences in Chiang Mai, Pattaya (Chonburi), Phuket, and Koh Samui (Surat Thani) to inspire more Chinese tourists to visit these destinations.
“Chinese Passport Privilege”: From September 20 to December 31, Chinese travelers can access exclusive benefits at shopping malls, supermarkets, spas, and tourism services by showing their Chinese passports. Participating locations include Siam Center, Siam Discovery, ICONSIAM, Central Department Store, One Bangkok, The Mall, EM District, Big C, Lotus, Makro, and Tops.
Joint Promotions with Chinese Platforms: TAT partners with Meituan, Ctrip, and Alipay to offer discounts, cashback, and e-coupons for participating merchants in Thailand. Live streaming with influencers targets high-spending Chinese tourists, families, repeat travelers, and young travelers.
As of September 22, 2025, 3,312,151 Chinese tourists have visited Thailand this year. TAT believes that continuous marketing efforts, the Nihao Month campaign, and improved tourism services will help Thailand achieve its goal of welcoming large numbers of Chinese tourists during Golden Week and beyond.
