Thailand Named Guest Country of Honour at CITM 2025

Thailand Named Guest Country of Honour at CITM 2025 in Haikou

Thailand has been named Guest Country of Honour at the China International Travel Mart 2025 (CITM 2025), coinciding with the 50th anniversary of Thailand–China diplomatic relations. The event is being held from December 19–21, 2025, at the Hainan International Convention and Exhibition Centre in Haikou.

The Thai tourism industry’s participation at CITM 2025 is led by the Tourism Authority of Thailand (TAT), with the delegation headed by TAT Governor Ms. Thapanee Kiatphaibool, alongside Miss Pattaraanong Na Chiang Mai, Deputy Governor for International Marketing – Asia and the South Pacific.

Ms. Thapanee said Thailand’s role as Guest Country of Honour reflects long-standing bilateral ties with China and a shared objective to deepen tourism cooperation. She noted that TAT is applying a South China cluster strategy to strengthen market confidence, support demand for quality travel, and reinforce Thailand’s positioning among Chinese travellers.

CITM 2025 is being hosted in Haikou for the first time, underlining Hainan’s growing role in tourism engagement between China and ASEAN markets. As part of the Hainan Free Trade Port, Haikou is emerging as an outbound travel destination, attracting interest from Millennials, families, and health- and lifestyle-focused travellers.

At the exhibition, the Thailand Pavilion functions as a platform for integrated B2B and B2C engagement. It features cultural and experiential elements, including traditional Thai massage demonstrations, handicraft activities, Khon performances, regional dance, Muay Thai showcases, and fashion presentations that highlight both traditional and contemporary Thai design.

During CITM 2025, TAT hosted an Amazing Thailand Networking Lunch with 12 Chinese tour operators and two airlines, Hainan Airlines and 9Air, to discuss potential collaboration. TAT also participated in the Nihao China welcome reception organised by the Hainan Provincial Government to promote Thai tourism offerings further.

Ahead of the event, on December 18, 2025, TAT signed Letters of Intent in Haikou with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Travel Holdings. These agreements focus on destination promotion, digital marketing, and improving travel connectivity between Thailand and China.

TAT expects these initiatives to support destination awareness, communicate service readiness, and encourage travel during the year-end holiday period through to the Chinese New Year in February 2026. The activities are also supported by TAT’s five offices in China, located in Beijing, Shanghai, Chengdu, Kunming, and Guangzhou.

According to TAT data, from January 1 to December 12, 2025, Chinese visitors ranked second among international arrivals to Thailand, totalling 4.24 million. The average length of stay was 8.5 days, with an average spending of 54,230 baht per trip. The most-visited destinations included Bangkok, Chon Buri, Phuket, and Chiang Mai, with popular activities ranging from Thai cuisine and cultural sightseeing to wellness, beach tourism, and nightlife.