How Thailand Is Trying to Win Back Chinese Tourists

Key Points

• TAT signed broad agreements with Chinese partners spanning aviation, marketing and smart mobility — including restoring the Chengdu–Chiang Mai route, new links to Hua Hin and U-Tapao, and a Meituan data/marketing partnership under the 'Trusted Thailand' campaign.
• Chinese arrivals fell 34% in 2025 (6.7M to 4.5M), driving Thailand's first non-pandemic annual decline and forcing its 2026 China target down to 5.1 million; Malaysia has since overtaken China as the top source market and is now a direct rival for Chinese travelers.
• Thailand tightened visa rules broadly (30-day cap, eligible countries cut from 93 to 59), which hurt Indian arrivals, but is now selectively restoring access for India and others while adding tighter screening via the Thailand Digital Arrival Card.

Summary

Thailand is moving to rebuild its most important inbound market — China — by strengthening the entire travel ecosystem rather than just marketing to travelers. Following PM Anutin Charnvirakul's China visit, the Tourism Authority of Thailand (TAT) signed agreements covering aviation, marketing, smart mobility, and tourism development. Key moves include talks with Sichuan Airlines to restore the Chengdu–Chiang Mai route and add links to Hua Hin and U-Tapao, plus a data-sharing and marketing partnership with Meituan tied to TAT's "Trusted Thailand" campaign. The urgency stems from a difficult stretch: 2025 arrivals fell over 7% to 32.9 million (the first non-pandemic annual decline), driven largely by a 34% drop in Chinese visitors, prompting Thailand to cut its 2026 Chinese target from 6.7 million to 5.1 million. Meanwhile, Malaysia has overtaken China as Thailand's top source market and is now aggressively courting the same Chinese travelers with visa-free entry, new routes and social-media marketing. On visa policy, Thailand has broadly tightened access (halving visa-free stays to 30 days and cutting eligible countries from 93 to 59) citing abuse and security concerns, a stance that backfired with India, but is now selectively restoring easier entry for India and several other nations alongside tighter digital screening.