Bangkok, 24 September 2025 – The Tourism Authority of Thailand (TAT) has officially launched the “Nihao Month” campaign, rolling out cultural, digital and promotional initiatives to spark Chinese travel during the peak holiday season. Building on a preview in Guangzhou earlier this month, the launch underscores the growing role of tourism in strengthening Thai–Chinese relations.
The launch was presided over by Mr. Yang Xiao Long, Counsellor (Cultural Section) of the Embassy of the People’s Republic of China in Thailand, and Ms. Thapanee Kiatphaibool, TAT Governor, joined by Mr. Chuwit Sirivajjakul, TAT Executive Director for the East Asia Region.
Ms. Thapanee Kiatphaibool, TAT Governor, said “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 travellers. With the new Trusted Thailand Stamp reinforcing confidence in our standards, we aim to present Thailand as a safe, high-quality destination where meaningful connections and lasting memories are made.”
Nihao Month 2025 brings together five initiatives designed to inspire Chinese travellers and strengthen cultural exchange. The campaign harnesses the creativity of a new generation of content creators, blending user-generated storytelling with travel experiences across Thailand. At its heart, the Mid-Autumn Festival serves as a cultural bridge linking the traditions of China with the lifestyle and charm of Thailand.
Activities
The Thailand, Told by You – UGC Challenge (1–12 September) invited content creators across China to share their personal vision of Thailand through the “5 Must Do” experiences – Must Taste, Must Try, Must Buy, Must Seek and Must See – alongside Thailand’s Soft Power 5F. Organised by TAT’s five offices in China, the contest achieved nationwide reach, with each office selecting 10 winners to reflect diverse voices ranging from grassroots KOCs to established KOLs. Entries posted on Xiaohongshu, tagged to TAT’s official accounts and campaign hashtags, generated strong engagement, culminating on 15 September with the announcement of 50 winners who will join the next stage of the campaign.
These winners, together with 50 invited mega-influencers, will take part in the Thailand, Told by You – UGC Challenge & FAM Trip (5–10 October). The journey will span five destinations – Bangkok, Chiang Mai, Phuket, Pattaya, and Ko Samui – designed to showcase Thailand’s diverse food, culture, lifestyle, and leisure offerings. Participants will share their impressions in real time across major Chinese platforms, amplifying authentic storytelling to millions of followers.
The campaign will reach its cultural highlight on 6 October with the Amazing Mid-Autumn in Thailand, Welcome Reception at Parade, One Bangkok. In the afternoon, participants will discover new Thai tourism products before joining an evening reception featuring cultural exchanges such as mooncake making with Chinese and Thai chefs, lantern crafting, calligraphy and contemporary workshops. Adding star appeal, Thai actors Billkin Putthipong Assaratanakul and Pong Nawat Kulrattanarak will engage in a live dialogue with guests. The event is designed to create instant user-generated content, strengthening Thailand’s online visibility and travel appeal during the festive season.
Promotions
Already underway, a Joint Promotion with Chinese partners (20 September–31 December) is driving travel to Thailand through some of China’s most influential platforms, including Meituan, Ctrip, Tongcheng, Dianping, Alipay, WeChat, RED and Douyin. The campaigns offer discounts, cash back, e-coupons, and partner-exclusive privileges. Highlights include Meituan’s Black Pearl Gastronomy Experience, tailored travel promotions on Ctrip and Tongcheng, and Alipay privileges designed to stimulate spending in Thailand. Complementary activities such as live streaming, digital storytelling and social sharing ensure strong visibility among high-spending travellers, multi-generational families and repeat visitors.
The Chinese Passport Privilege programme (20 September–31 December) further enhances the visitor experience by offering exclusive benefits simply by presenting a passport at participating venues. Partners include Siam Piwat (Siam Paragon, Siam Center, Siam Discovery and Iconsiam), The Mall Group (EM District), Central Embassy, One Bangkok, 7-Eleven, Lotus, Makro and Tops. Benefits range from shopping discounts and complimentary services to tailored perks, reflecting the interests of Chinese travellers in convenience, value and unique experiences.
Ms. Thapanee concluded “Together, these activities and promotions, reinforced by the new Trusted Thailand Stamp, underline Thailand’s readiness to welcome Chinese visitors with safe, authentic and value-rich experiences. By combining tradition, creativity and hospitality with assured standards, Nihao Month strengthens Thailand’s image as a top choice for Chinese travellers, encouraging repeat visits and inspiring positive sharing across digital platforms.
