The Tourism Authority of Thailand (TAT) has aggressively targeted the strategic Chinese market, proudly winning the "Weibo Thailand Best Travel Destination Country" award at the regional "Weibo Gala 2026" event celebrating 51 years of Thailand-China relations. This award reflects tourists' confidence in Thailand. TAT is employing content marketing strategies by partnering with popular artists "Apo" and "Butterbear," alongside Chinese superstars, to create content that highlights the charm of Thai soft power, aiming to attract quality lifestyle-focused tourists continuously to the country.
Ms. Thapanee Kiatphaibul, Governor of the Tourism Authority of Thailand (TAT), revealed that supporting the "Weibo Gala 2026: Weibo Cultural Communication Night" held at Siam Paragon Hall aligns with TAT’s core mission to stimulate travel from quality Chinese tourists. This is achieved by utilizing digital platforms and the entertainment industry, which have hundreds of millions of users across China. This event serves as a hub for artists, influencers, media, and top creators from both countries, who have significant influence over tourists' travel decisions.
The Weibo Thailand Best Travel Destination Country award that TAT received confirms the cooperation of all sectors in raising the standards of Thai tourism products and services. It also reflects TAT’s commitment to delivering impressive travel experiences to warmly welcome tourists to enjoy the unique charm of Amazing Thailand.
On this occasion, TAT implemented a Content Marketing strategy to connect cultures through famous artists. Chinese actors He Changxi and He Yanzhao were invited to experience tourism in Thailand, visiting Koh Samet in Rayong Province and historic neighborhoods such as Song Wat and Talat Noi in Bangkok. Simultaneously, Thai artists Apo Natthawit and Butterbear traveled to the People’s Republic of China to film content showcasing Thai identity, aiming to share the cultural charm, cuisine, and lifestyle with the Chinese audience.
Ms. Thapanee concluded that collaborations with these artists and influencers help expand awareness, stimulate spending in related business sectors, and reinforce the role of “Thai charm” in driving Thai tourism on the international stage. This aligns with the marketing campaigns of TAT’s five offices in China under the campaign “Amazing Thailand, The Journey Your Heart Leads” and the project “中泰一家亲: China and Thailand Are Close, Like Family,” which convey the concept of travel chosen by the heart. These efforts aim to elevate Thailand’s image as a destination that offers personalized experiences, building long-term confidence and emotional ties with Thailand.
." State Policy . Additional