Bangkok, 30 May 2025 – The Tourism Authority of Thailand (TAT) launched “Sawasdee Nihao”, a series of events commemorating 50 years of Thai–Chinese diplomatic relations. The initiative serves as a strategic platform to reposition Thailand’s tourism image in the Chinese market, strengthen partnerships, and drive demand through targeted engagement aligned with the evolving preferences of Chinese travellers.
Prime Minister H.E. Ms. Paetongtarn Shinawatra stated: “Sawasdee Nihao marks the start of a deeper Thai–Chinese partnership. For 50 years, tourism has connected our people with warmth and friendship. It lays the foundation for a sustainable bridge where every visitor enjoys joy, ease, and safety in a truly Destressed Tourist Destination. Today, China and Thailand come together to celebrate this journey as one close and warm family—‘中泰一家亲’ (Zhōng Tài yī jiā qīn).”
As one of five grand concepts under the Amazing Thailand Grand Tourism and Sports Year 2025, Sawasdee Nihao reflects Thailand’s commitment to quality tourism and enriching seamless travel experiences. The initiative includes infrastructure upgrades, streamlined immigration, and the “5 Must Do in Thailand” campaign—designed to appeal across travel segments including leisure, luxury, wellness, sports, and multi-generational tourism.
Thailand is also 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. All efforts are guided by the Sustainable Tourism Goals, ensuring tourism supports balanced economic growth, environmental sustainability, and cultural inclusivity.
Minister of Tourism and Sports Mr. Sorawong Thienthong added: “The Thai government is committed to ‘Value over Volume’—fostering strategic trust, two-way exchange, and a resilient partnership ecosystem. Through Sawasdee Nihao, Thailand sends a clear message of readiness, hospitality, and long-term vision. This initiative not only honours five decades of Thai–Chinese friendship but also sets the stage for a new chapter of sustainable, high-impact tourism between the two nations.”
A proactive effort under TAT’s Quick Win strategy, Sawasdee Nihao employs an integrated Push–Pull model: bringing Chinese tour operators, airlines, media, and KOLs to experience Thailand firsthand (Push), and enabling them to share their experiences with audiences back home (Pull). Core components include a Mega FAM Trip, B2B Table Top Sales, and high-level policy forums—all of which reinforce Thailand’s appeal as a safe and high-quality destination.
Held on 29 May in Bangkok, the programme featured a full day of strategic activities. In the morning, the Table Top Sale facilitated business matching between 300 Chinese tour operators and 500 Thai tourism businesses. The afternoon Tourism Forum brought together top officials—including the Thai Prime Minister and Chinese Ambassador—to reinforce shared goals and Thailand’s position as a “Quality Destination.” The day concluded with a Welcome Reception showcasing Thai culture, cuisine, and bilateral goodwill.
From 30 to 31 May, a Familiarisation Trip for Chinese tour operators, media, and KOLs will highlight key destinations including Bangkok, Pattaya, Rayong, Nakhon Pathom, and Ayutthaya. The trip spotlights the “5 Must Do in Thailand” concept, sustainable tourism offerings, and Thai soft power, all curated to engage diverse Chinese audiences.
In parallel, the Celebrities Marketing initiative enlists influential Chinese figures to produce short-form videos showcasing Thailand’s tourism readiness, safety, and unique experiences, which are distributed across major Chinese media channels to inspire new travel demand.
TAT Governor Ms. Thapanee Kiatphaibool concluded: “This summer is a season of opportunity. With initiatives like Thailand Summer Blast, we’re supporting charter flights from major Chinese cities and launching joint promotions with airlines and OTAs to reach travellers quickly and effectively. We’re also building trust through the ‘Trusted Thailand’ campaign and the ‘Nihao Alert’ safety app, designed to provide real-time, reliable travel information for Chinese visitors. 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.”
Last year, Chinese tourists remained Thailand’s top international market, with over 6.7 million arrivals—thanks in part to the mutual visa exemption introduced on 1 March 2024. This policy significantly boosted interest in Thai tourism. From 1 January to 27 May 2025 alone, 1,909,862 Chinese tourists visited Thailand, surpassing all other markets, including Malaysia, Russia, India, South Korea, the UK, the USA, Germany, Japan, and France.
