The Tourism Authority of Thailand (TAT) has launched the “Nihao Month” campaign, featuring cultural, digital, and promotional initiatives to spark Chinese travel during the peak holiday season.
The event was presided over by Mr. Yang Xiao Long, Counsellor (Cultural Section) at the Embassy of the People’s Republic of China in Thailand, alongside Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT), and Mr. Chuwit Sirivajjakul, TAT Executive Director for the East Asia Region.
Thapanee Kiatphaibool, TAT Governor, said, “Nihao Month reflects the warmth and friendship between Thailand and China, celebrating five decades of diplomatic ties through cultural celebration and travel inspiration that speak directly to today’s Chinese travellers. With the new Trusted Thailand Stamp reinforcing confidence in our standards, we aim to present Thailand as a safe, high-quality destination where meaningful connections and lasting memories are made.”
Nihao Month 2025 includes five initiatives aimed at engaging Chinese travellers and supporting cultural exchange. The campaign features contributions from emerging content creators, combining user-generated storytelling with travel experiences in Thailand. The Mid-Autumn Festival is included as a focal point, reflecting links between Chinese traditions and Thai culture.
Activities
The Thailand, Told by You – UGC Challenge (1–12 September) invited creators across China to share their views of Thailand through the “5 Must Do” experiences and the Soft Power 5F. Organised by TAT’s five China offices, the contest selected 50 winners nationwide, announced on 15 September.
From 5–10 October, these winners, together with 50 invited influencers, will join a UGC Challenge & FAM Trip across Bangkok, Chiang Mai, Phuket, Pattaya, and Ko Samui, sharing content in real time on Chinese platforms.
On 6 October, the Amazing Mid-Autumn in Thailand, Welcome Reception will be held at Parade, One Bangkok, featuring cultural exchanges such as mooncake making, lantern crafting, and calligraphy workshops. Thai actors Billkin Putthipong Assaratanakul and Pong Nawat Kulrattanarak will also take part in a live dialogue with guests.
Promotions
Joint Promotion with Chinese Partners (20 Sep – 31 Dec)
Platforms: Meituan, Ctrip, Tongcheng, Dianping, Alipay, WeChat, RED, Douyin
Offers: discounts, cash back, e-coupons, partner-exclusive deals
Highlights:
Meituan’s Black Pearl Gastronomy Experience
Travel promotions on Ctrip and Tongcheng
Alipay spending privileges
Supported by live streaming, digital storytelling, and social media activities
Chinese Passport Privilege (20 Sep – 31 Dec)
Benefits available by presenting passport at partner venues
Partners: Siam Piwat (Siam Paragon, Siam Center, Siam Discovery, Iconsiam), The Mall Group (EM District), Central Embassy, One Bangkok, 7-Eleven, Lotus, Makro, Tops
Perks: shopping discounts, complimentary services, tailored benefits
Thapanee further said, “Together, these activities and promotions, reinforced by the new Trusted Thailand Stamp, underline Thailand’s readiness to welcome Chinese visitors with safe, authentic and value-rich experiences. By combining tradition, creativity and hospitality with assured standards, Nihao Month strengthens Thailand’s image as a top choice for Chinese travellers, encouraging repeat visits and inspiring positive sharing across digital platforms.
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