The Tourism Authority of Thailand (TAT) organized the Amazing Thailand Mega Trade Meet in China 2026. The event brought together over 120 Thai entrepreneurs for business negotiations and launched a marketing and publicity campaign targeting the Chinese market. The campaign "Amazing Thailand, The Journey Your Heart Leads" was unveiled at the Amazing Thai Night Zhong Tai Yi Jia Qin event held at the Jing An Shangri-La Hotel in Shanghai, People's Republic of China. The aim was to build confidence and stimulate travel decisions among Chinese tourists, elevating Thailand's image in the Chinese market as a quality destination with safety standards, while offering sustainable and valuable travel experiences.
Ms. Thapanee Kiatphaibul, Governor of the Tourism Authority of Thailand, said that TAT is proactively marketing to gain a competitive edge in the key Chinese tourist market through business activities at the Amazing Thailand Mega Trade Meet in China 2026, involving over 120 Thai operators. This strategic timing aligns with the Chinese operators’ season for planning and creating advance tour packages. Additionally, the marketing campaign “Amazing Thailand, The Journey Your Heart Leads” was launched during the Amazing Thai Night Zhong Tai Yi Jia Qin event, promoting the concept of “a journey chosen by the heart” to elevate Thailand’s image as a destination that understands the needs of modern Chinese tourists by providing experiences aligned with their identity and feelings during travel. This builds long-term trust and loyalty and equips partners with a unified message for promotion and sales across the Chinese market. TAT believes this event will be a key platform for business opportunities and expanding cooperation between Thai and Chinese operators, as well as a strong bridge of friendship to collaboratively design a sustainable future for Thai-Chinese tourism.
At the Amazing Thailand Mega Trade Meet in China 2026, TAT brought together over 120 leading Thai tourism operators from major and popular destinations such as Bangkok, Phuket, Chiang Mai, Chonburi (Pattaya), Krabi, among others. The event also featured Buyers Briefing & Thailand Tourism sessions presenting updated tourism situations, new tourism products and services, and special benefits for Chinese tourists, enabling operators to tailor and offer travel routes meeting customer demands. Furthermore, TAT is ready to work proactively with partners in both China and Thailand through ongoing joint promotional activities during festivals and off-peak seasons to maintain market interest and stimulate travel year-round. The campaigns are designed to match Chinese tourists’ behaviors in each period, collaborating with airlines, travel platforms, and operators to sustain travel demand.
Additionally, at the Amazing Thai Night Zhong Tai Yi Jia Qin event, organized as Strategic Networking, a joint cultural performance was presented by Thai and Chinese performing arts troupes under the theme “China-Thailand, One Family.” The Thai troupe “Kidposip” — contemporary artists known internationally — performed a Khon dance segment “Chuy Chai Tosakanth Long Suan” from the Ramakien epic, showcasing Thailand’s high classical Khon art. This was combined with Beijing opera from the Shanghai Jingju Theatre Company performing “Si Lang Tan Mu” (The Fourth Son Visits His Mother), a classic Beijing opera recognized as a valuable cultural heritage of China. This joint performance reflected the strong friendship and closeness between Thai and Chinese peoples and signaled ongoing cooperation in tourism and culture for sustainable future growth.
From 1 January to 7 March 2026, a total of 1,173,081 Chinese tourists visited Thailand, a 6.60% increase compared to the same period in 2025. In February 2026 alone, the number of Chinese tourists surged by 82.42% year-on-year, driven by travel during the Chinese New Year festival, indicating positive tourist trends. Therefore, continued marketing in March in Shanghai represents a golden opportunity to support and strengthen market advantages ahead of the upcoming travel season from Labor Day to the summer holidays in China.
/read news " Government Policy " for more information