TAT launches Nihao Month to boost Chinese Golden Week travel

The Tourism Authority of Thailand (TAT) has launched Nihao Month 2026 to encourage Chinese visitors to travel to Thailand during the Mid-Autumn Festival and the Golden Week holiday marking China’s National Day on October 1.

Announced on Monday (September 14), the campaign runs under the theme “China and Thailand are one family”, strengthening ties through tourism and culture while seeking to sustain travel demand into the low season and Chinese New Year 2027.

TAT governor Thapanee Kiatphaibool said China remained an important tourism market for Thailand, which continued to rank among its leading short-haul destinations.

Travel trends ahead of this year’s Mid-Autumn Festival and Golden Week were encouraging, she said, with growing demand for travel and increased interest in long-haul destinations.

TAT would use this opportunity to promote Thailand through marketing, public relations, visitor experiences and partnerships. The aim was to give Chinese travellers more reasons to choose Thailand, stay longer, enjoy greater value from their spending and return for another visit.

The campaign also seeks to strengthen people-to-people ties and extend travel momentum through the low season into the Chinese New Year travel period in January and February 2027.

Meituan partnership promotes travel, hotels and dining

Now in its third consecutive year, Nihao Month comprises four main activities.

The first is a joint promotion with Meituan, a leading Chinese digital platform, running from September 15 to October 31, 2026. It targets travellers from China’s major, secondary and emerging first-tier cities.

The partnership will offer travel and hotel promotions and promote the Black Pearl Restaurant Guide through key opinion leaders (KOLs), reinforcing Thailand’s appeal as a destination for dining and quality experiences.

Location-based services will recommend nearby restaurants, shopping destinations, hotels and attractions. Real-time attraction-ticket booking will also be available, making travel more convenient and encouraging spending throughout visitors’ stays.

Mid-Autumn celebration at One Bangkok

The Amazing Thailand Mid-Autumn Celebration 2026 will take place on September 25 at One Bangkok, using the festival to strengthen cultural and tourism ties between Thailand and China.

Activities will include making and exchanging mooncakes, decorating Chinese paper lanterns, Chinese calligraphy and cultural workshops.

Celebrities and influencers popular with Chinese travellers will help communicate the campaign’s message, “Zhong Tai Yi Jia Qin”, or “China and Thailand are one family”.

The celebration will showcase culture, ways of life and friendship between the two countries, turning positive festival experiences into inspiration for future visits to Thailand.

Four themed routes for Chinese media and influencers

The Amazing Thailand Mid-Autumn KOLs FAM Trip, a familiarisation programme running from September 26-29, will invite approximately 30-40 Chinese journalists and influencers to explore Thai tourism products, attractions and experiences.

Under the concept “Healing is a new luxury”, participants will travel along four themed routes: “Green Rediscover” in Krabi, “Amber Gastronomy” in Phetchaburi and Prachuap Khiri Khan, “Rainbow Retreat” in Chiang Rai, and “Blue Healing” in Rayong and Koh Samet.

The programme is designed to share first-hand experiences and fresh perspectives on Thailand with Chinese audiences, particularly travellers seeking quality experiences and those with strong spending power.

Chinese passport holders offered visitor privileges

The fourth activity, Chinese Passport Privilege, will run from September 15 to October 31, bringing together 20 partner organisations across five service groups to offer special benefits and promotions at participating locations.

Shopping and lifestyle participants include Asiatique, Big C, Central Pattana, Central Department Store, Robinson Department Store, Central Embassy, NaRaYa, One Bangkok, Power Buy, Siam Piwat, The Mall, Tops, Makro and Lotus’s.

Spa and wellness partners include G Wellness, The Klinique and L.A.B.X, while Grab Thailand represents travel services.

Telecommunications partners comprise AIS and True/dtac, with Alipay and WeChat Pay participating as online payment platforms.

The offers aim to enhance visitors’ experiences in Thailand and encourage spending on tourism-related goods and services.

Holiday arrivals forecast at 250,000

Thailand welcomed 3,641,549 Chinese visitors between January 1 and September 10, 2026, making China its largest source market for international arrivals.

For the extended holiday travel period from September 25 to October 7, covering the Mid-Autumn Festival and Golden Week, TAT forecasts approximately 250,000 Chinese arrivals, an increase of 24% from the corresponding period last year.

Tourism revenue is projected at approximately THB11.5 billion, up 37% year on year, reflecting an improving outlook for the Chinese market.

Longer holidays could encourage higher spending

The “3 Days Off for 13 Days” travel trend, in which travellers combine three days of leave with public holidays, could extend average trips from eight days to 13 days, according to TAT.

Longer stays could increase spending and encourage visitors to explore a wider range of destinations.

Advance bookings for travel to Thailand in October have risen 16%, while flight searches have increased 24%, with significant interest from Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing.

TAT expects Nihao Month 2026 to provide an important boost during the Mid-Autumn Festival and Golden Week, while sustaining demand through the low season and into Chinese New Year 2027.

The campaign is expected to generate more than 500 million impressions, helping Thailand remain a first-choice destination and a place Chinese travellers feel connected to and want to visit again.