Bangkok, 11 February 2026 – The Tourism Authority of Thailand (TAT) is strengthening its communication strategy in China through a key partnership with Guangzhou Radio and Television Station, a major state-supported Chinese media outlet.
The collaboration features filming for the acclaimed travel and culture programme ‘Travel Across Mountains and Seas’ (山海行) in Chiang Mai, Lamphun, and Lampang provinces that took place from 3-8 February 2026. The initiative helps elevate Thailand’s image in China while stimulating Chinese travel to the northern Thai region.
The episodes reflect the concept of a strong ‘China-Thailand: One Family’ bond while spotlighting experiential tourism through the TAT’s ‘5 Must Do in Thailand’ concept and ‘Play the New Thai Way’ campaign. Each episode is tailored to attract modern Chinese travellers seeking value, uniqueness, and immersive travel experiences.
The programme is scheduled to air across Guangzhou Radio and Television Station’s platforms – including TV, apps, and leading social media – from 13 February to 20 March 2026. It’s expected to reach over 20 million consumers in the greater Guangdong-Hong Kong-Macau area while building awareness and confidence among tourists travelling to Thailand before and after the Chinese New Year.
China Southern Airlines has added a daily direct flight from Guangzhou to Chiang Mai, supporting the partnership, underscoring the northern Thai market’s growth potential in China, and efficiently meeting peak demand around the festival.
