Representatives from China and Thailand pose for a group photo at the strategic partnership signing ceremony in Beijing on July 19. [Photo provided to chinadaily.com.cn]
Thailand is stepping up cooperation with Chinese partners as it adapts to changing travel preferences among Chinese visitors, who are increasingly seeking personalized, independent and experience-driven journeys, according to a senior official with the Tourism Authority of Thailand.
Speaking on the sidelines of a strategic partnership signing ceremony in Beijing on July 19, Pattaraanong Na Chiangmai, deputy governor for International Marketing Asia and South Pacific at TAT, described the event as “a milestone” in Thailand’s tourism cooperation with the Chinese market.
The tourism authority signed letters of intent with five leading companies spanning the tourism, digital navigation, and consumer goods sectors, including China Tourism Group Travel Services, Utour, China Comfort Tourism Group, Amap and Thailand’s TCP Group, the maker of the Red Bull brand.
“The cooperation covers the widest range of industries and the most complete tourism value chain we have established in China so far,” Pattaraanong says.
She says the partnerships bring together travel agencies serving different market segments, a leading digital navigation platform and a globally recognized Thai consumer brand, creating new opportunities to strengthen Thailand’s destination branding and improve travel experiences for Chinese visitors.
China remains one of Thailand’s most important inbound tourism markets. So far this year, Thailand welcomed about 2.8 million Chinese visitors, a year-on-year increase of 14 percent, according to TAT.
Pattaraanong says the figures demonstrate the importance of the Chinese market and reinforce Thailand’s commitment to investing in long-term cooperation.
She notes that Chinese travelers’ preferences have evolved significantly in recent years. Independent travel continues to gain popularity, while group tours remain part of the market but account for a smaller share than before.
“Today’s travelers no longer choose a destination first,” she says. “Instead, they decide where to go based on their lifestyles, interests and the experiences they want.”
TAT expects the new partnerships to support this shift by promoting more secondary destinations, including Rayong and Chanthaburi, to help distribute tourism benefits more evenly across the country.
Under the collaboration, travel companies will develop themed itineraries and recommend emerging destinations to their customers. Amap will provide location-based information and navigation services to improve travel convenience, while TCP Group will leverage its connection with younger consumers to promote outdoor adventures and exploration in Thailand’s emerging destinations.
Pattaraanong says the tourism authority is also reshaping its global marketing strategy around travelers’ growing interest in wellness and mental well-being.
For the Chinese market, TAT has launched a dedicated campaign “Amazing Thailand: The Journey Your Heart Leads”, encouraging travelers to choose destinations based on their emotions, interests and personal aspirations rather than simply visiting famous attractions.