Bangkok, 28 September 2026 – The Tourism Authority of Thailand (TAT) held the Amazing Thailand Mid-Autumn Celebration 2026 on 25 September at The Storeys Square, One Bangkok, as a key highlight of Nihao Month 2026. The celebration is being followed by four themed journeys for 31 Chinese KOLs from 26–29 September, combining Thai–Chinese connections with first-hand experiences under the Healing is the New Luxury concept to encourage future travel from China.
The celebration brought together Mr. Yang Xiaolong, Cultural Affairs Counsellor of the Embassy of the People’s Republic of China in Thailand; TAT Governor Ms. Thapanee Kiatphaibool and TAT executives; celebrity guest Bie Thassapak Hsu; Chinese KOLs and influencers; and partner organisations from Thailand and China. Participating partners represented tourism, hospitality, retail, digital platforms, payment services, telecommunications, lifestyle services, travel trade and aviation.
Ms. Thapanee Kiatphaibool, TAT Governor, said, “Mid-Autumn is rooted in reunion and togetherness, and through Nihao Month, now in its third year, TAT has built a platform that translates these long-standing ties into travel demand. By enabling Chinese KOLs and influencers to experience Thailand first-hand, we can broaden consideration of the destination among Chinese audiences. Healing is the New Luxury gives this effort a clear direction, positioning Thailand around quality, wellbeing and meaningful experiences that turn inspiration into travel.”
During Nihao Month, the celebration brings the spirit of “Zhong Tai Yi Jia Qin” – China and Thailand are one family – to life. TAT is drawing on long-standing people-to-people ties to connect shared traditions with contemporary Thai travel experiences and encourage greater exchange between the two countries.
The programme featured on-stage Chinese calligraphy blessings by senior guests and artists, followed by Thai and Chinese songs performed by Bie Thassapak Hsu. The programme also featured Thai–Chinese dance and music performances, including calligraphy and traditional fortune-stick workshops. Guests also sampled mooncakes and Chum Chum’s “Moonlit Amber Tea”, bringing Mid-Autumn traditions into a contemporary Thai setting.
After the celebration, the KOLs visited the White Jade Tai Hong Gong Shrine, where TAT is presenting a Nihao Month cultural and tourism exhibition from 24 September to 30 October. Under the “Under the Same Moon” concept, the activation features a photo backdrop and exhibition highlighting Thai–Chinese cultural connections through tourism. The 25 September programme also included special after-hours access for the group to make offerings and receive blessings.
From 26–29 September, the 31 Chinese KOLs are travelling across four themed routes under the Amazing Thailand Mid-Autumn KOLs FAM Trip 2026. Each journey immerses participants in distinctive experiences spanning creativity, nature, culture, gastronomy, wellness and local lifestyles, generating first-hand destination stories to extend campaign visibility, broaden awareness of Thailand’s diversity and convert digital engagement into future travel demand.
The “Blue Healing” journey begins with active wellness experiences in Rayong before transitioning to Ko Samet’s slower pace, where beach relaxation, massages and sunset dining take centre stage. It then returns to the mainland for local market discovery and exploration.
The “Rainbow Retreat” journey in Chiang Rai combines culture, nature and local creativity. Experiences include visits to Wat Rong Khun and Wat Rong Suea Ten, Northern Thai cuisine, Chiang Rai’s Saturday night market, an organic farm stay with natural-dye, herbal and tea workshops, traditional Lanna crafts, and the Black House Museum.
The “Amber Gastronomy” journey through Phetchaburi and Hua Hin connects food heritage with local lifestyles, wellness and leisure. The programme explores Phetchaburi’s sea-salt traditions, toddy palm culture and local cuisine, including the riverside restaurant featured in A Little Thing Called Love, a Thai film famous with Chinese audiences. The journey then continues to Hua Hin for creative markets, a local rail journey, wellness and spa experiences, seaside dining and a safari visit.
The “Green Rediscover” journey through Krabi and Ko Lanta blends soft adventure, nature, wellness and premium travel experiences. Highlights include kayaking at Khlong Nam Sai, a seaplane flight, Wat Tham Suea, a luxury long-tail boat journey, rainforest activities, Thai cooking, a sunrise visit to Thung Yee Pheng Mangrove Forest with Thai massage.
The four KOL FAM Trip routes are expected to generate a combined potential digital reach of more than 68.1 million across major Chinese social platforms, including Weibo, Douyin, Xiaohongshu, Bilibili and Kuaishou. For the broader Nihao Month 2026 campaign, around 250,000 Chinese visitors are expected to travel to Thailand during the extended Mid-Autumn–Golden Week period from 25 September to 7 October, generating approximately 11.5 billion Baht in tourism revenue.
