As Thailand and China approach a half-century of diplomatic relations, the Tourism Authority of Thailand (TAT) has unveiled “Nihao Month,” a strategic initiative designed to attract Chinese tourists and bolster cultural ties. This campaign, which runs throughout September and October 2024, features a series of promotional activities aimed at enhancing Thailand’s appeal as a premier destination for Chinese travelers.
The project was officially launched at Siam Paragon’s Fashion Hall by Thailand’s Minister of Tourism and Sports, Sermsak Pongpanich, signaling the beginning of a year-long celebration leading up to the 50th anniversary on July 1, 2025. With the support of leading Chinese digital platforms, “Nihao Month” aims to rejuvenate and strengthen the deep-rooted connections between the two nations, reflecting the significance of this diplomatic milestone.
A Cultural Bridge Built on Digital Platforms
“Nihao Month” is anchored by collaborations with five of China’s most influential online platforms: Ctrip, Fliggy, Meituan, Tongcheng, and UnionPay. These partnerships are not only central to the campaign’s success but also represent a broader effort to leverage digital media in attracting Chinese tourists. Through exclusive deals, special travel packages, and interactive events, these platforms will reach millions of potential travelers during key periods such as the Chinese National Day and the Mid-Autumn Festival.
Among the most anticipated elements of the initiative is the KOLs MEGA FAM Trip, where over 100 Chinese Key Opinion Leaders (KOLs) will be invited to Thailand. These influencers will document and share their experiences under the theme “5 Must Do in Thailand,” showcasing the country’s unique cultural heritage and modern attractions. The content will be widely distributed on popular Chinese social media channels, including Little Red Book, Weibo, Douyin, and BiliBili, ensuring maximum visibility and engagement.
Complementing this digital push is the Amazing Thailand, Mid-Autumn Night celebration, set to take place on September 17, 2024, at Parc Paragon. The event will feature performances by Luo Yunxi, a renowned Chinese artist and Thailand’s Cultural Friendship Ambassador, alongside Thai celebrities Daou Pittya and Mai Davika. The evening will include traditional mooncake-making demonstrations, celebrating the Mid-Autumn Festival and fostering a deeper cultural connection between the two countries.
Exclusive Experiences and Special Promotions
To further entice Chinese visitors, TAT has introduced Chinese Passport Special Deals, which will run from September 19 to October 31, 2024. Chinese tourists can unlock exclusive offers by presenting their passports at participating venues marked with the Nihao Month logo. These deals, available at shopping malls, duty-free stores, spas, restaurants, and other travel service providers, are designed to enhance the travel experience and encourage spending.
Adding to the festive atmosphere is the Hello 你好 (Nihao) Sound of Friendship Mini Concert, a celebration of the enduring cultural ties between Thailand and China. Scheduled for October 5 and 12, 2024, at Siam Paragon, this concert series will feature performances by Thai artists beloved in China. The event also offers a Meet & Greet for top spenders, blending music and cultural diplomacy in a way that resonates with both Thai and Chinese audiences.
“Nihao Month” represents more than a short-term promotional push; it is a cornerstone of Thailand’s broader strategy to strengthen its tourism sector by attracting high-quality visitors from China. The initiative aims to build on the momentum of increased tourist arrivals during the Chinese National Day and Chinese New Year, positioning Thailand as a year-round destination for Chinese travelers.
THAILAND’S SOUTH
Visit Pattani and explore its rich attire heritage
Visit Pattani from 24 August to 1 September 2024, and experience “Pattani Decoded 2024,” a vibrant celebration of the region’s cultural heritage. This festival will turn four key districts into a dynamic showcase of both traditional and contemporary attire, bringing Pattani’s rich cultural tapestry to life.
Sermsak Pongpanich emphasized the significance of this project as the first step in a series of celebrations leading up to the 50th anniversary of Thai-Chinese diplomatic relations. The initiative seeks to attract not just more visitors, but also to boost tourist spending, thereby contributing to the sustainable growth of Thailand’s tourism industry.
TAT Governor, Thapanee Kiatphaibool, highlighted the importance of catering to the evolving preferences of Chinese tourists. By collaborating with both domestic and international partners, TAT aims to create a seamless travel experience that reflects Thailand’s commitment to hospitality and cultural exchange.
HIGHLIGHTS
Thailand and China are commemorating 50 years of diplomatic relations with the launch of “Nihao Month,” a campaign designed to draw Chinese tourists to Thailand.
- Strategic Alliances: The initiative features collaborations with major Chinese online platforms such as Ctrip, Fliggy, Meituan, Tongcheng, and UnionPay, offering exclusive travel packages and deals.
- Influencer Involvement: Over 100 Chinese influencers will embark on a tour of Thailand, promoting the “5 Must Do in Thailand” theme on top Chinese social media channels.
- Cultural Showcase: The “Amazing Thailand, Mid-Autumn Night” event on September 17, 2024, at Parc Paragon, will highlight the cultural ties between the two nations, with performances by both Chinese and Thai celebrities.
- Exclusive Offers: The “Chinese Passport Special Deals” will provide Chinese tourists with unique discounts and experiences at various locations from September 19 to October 31, 2024.
- Musical Celebrations: The “Hello 你好 (Nihao) Sound of Friendship Mini Concert” series on October 5 and 12, 2024, at Siam Paragon, will feature performances by Thai artists who have gained popularity in China, further celebrating the cultural bond.
Thailand continues to be a top destination for Chinese tourists, with 4.5 million visitors from China recorded between January 1 and August 17, 2024. This makes China the largest source market for Thailand’s tourism sector. The success of “Nihao Month” is bolstered by factors such as the visa exemption policy between the two countries, an influx of high-spending tourists, and the launch of new direct flights from major Chinese cities like Xi’an, Changsha, and Zhengzhou.
Looking ahead, TAT is focusing on expanding its reach within China by targeting emerging tourist segments and new regions, including New First Tier Cities. Initiatives such as the Amazing Thailand Road Show to China, which targets cities like Changsha, Xi’an, and Zhengzhou, are designed to attract a broader range of tourists and encourage them to explore lesser-known travel routes in Thailand.
