Southeast Asia's 2nd largest economy launches Nihao Month to attract Chinese tourists

According to TAT, this year's campaign is designed to bridge Chinese traditions with the unique Thai lifestyle and charm through a series of activities combining digital promotions, cultural events, and influencer campaigns.

One of the key highlights introduced at the event is the new certification program called "Trusted Thailand Stamp", which aims to increase tourists' confidence in Thailand's safety standards and service quality, thereby positioning the country as a destination for meaningful connections and lasting memories.

The focus of the campaign's series of cultural activities will be the Mid-Autumn Festival event held in Bangkok on Oct. 6, with traditional activities such as making mooncakes and making lanterns.

In addition, the event will also feature the participation of famous Thai stars.

TAT has worked with shopping malls and retailers to present the Chinese passport privilege program, which further enhances the visitor experience by offering exclusive benefits for those who present their Chinese passport at participating venues.

Speaking at the launch on Sept. 23, TAT Governor Thapanee Kiatphaibool said that "Nihao Month" reflects the warmth and friendship between Thailand and China, celebrating five decades of diplomatic ties through cultural celebration and travel inspiration that speak directly to today's Chinese travelers.

Thailand, the second largest economy in Southeast Asia by 2024 GDP figures, received 3.23 million Chinese tourists between Jan. 1 and Sept. 14, 2025.

The full-year tally is expected to reach nearly 5 million, down from 6.7 million in 2024 and well below the pre-Covid record of more than 11 million in 2019.