Monday, September 16, 2024 The Tourism Authority of Thailand (TAT) has taken a significant step to boost Chinese tourist arrivals by hosting the China Roadshow in Beijing for 2024. This highly anticipated event is seen as a strategic move by Thailand to reinforce its appeal as a top destination for Chinese travelers, showcasing both well-known hotspots and hidden gems. The Beijing station of the roadshow serves as a vital platform for promoting Thai tourism to one of its largest and most valuable markets.
As part of this initiative, TAT brought together a group of key tourism operators and partners to engage directly with Chinese travel companies. This collaborative effort aims not only to increase Chinese visitor numbers but also to foster long-term relationships between the Thai and Chinese travel sectors. Through this partnership, Thailand seeks to remain a top choice for Chinese tourists, emphasizing ease of travel and unforgettable experiences.
Leading the roadshow, Chuwit Sirivejkul, the director of TAT’s East Asia Region, underscored the importance of the campaign in promoting Thailand’s distinctive charm. He emphasized that the initiative aligns with the Thai government’s policy of boosting tourism by leveraging the unique cultural and natural allure of the country. The campaign, branded as “Thai Charming,” focuses on captivating visitors with authentic Thai experiences that go beyond traditional tourism.
Although major tourist hubs such as Bangkok, Chiang Mai, Phuket, Pattaya, and Koh Samui remain popular among Chinese tourists, TAT is now promoting the country’s lesser-known destinations. Secondary cities like Phang Nga, Krabi, Rayong, and Trat offer a wealth of cultural experiences, pristine beaches, and natural beauty, presenting new opportunities for exploration. These regions, rich in tradition and less crowded than the mainstream locations, are poised to captivate adventurous Chinese travelers looking for unique journeys.
By highlighting these secondary cities, TAT aims to diversify the travel experience in Thailand and disperse tourist traffic more evenly throughout the country. The agency hopes that promoting lesser-known destinations will lead to a more sustainable tourism model, benefiting smaller communities and preserving Thailand’s renowned natural landscapes. This approach also aligns with global trends of sustainable tourism and responsible travel.
Ultimately, the China Roadshow in Beijing 2024 serves as a cornerstone in Thailand’s broader strategy to attract more Chinese tourists. By promoting a balanced mix of famous attractions and hidden treasures, TAT hopes to captivate a wider audience and encourage repeat visits. This event signifies a renewed focus on cross-border collaboration and a shared vision for the future of tourism between Thailand and China.
A key strategy focuses on promoting sustainable tourism through the “5 Essential Experiences” concept: Essential Taste – Indulge in authentic local cuisine Essential Sight – Immerse yourself in the rich cultural heritage Essential Discovery – Explore hidden gems and must-see locations Essential Purchase – Find beautifully crafted artisanal goods Essential Adventure – Participate in exhilarating activities that push both physical and mental limits New Thai tourism offerings are centered around providing Chinese visitors with diverse experiences, ranging from learning traditional Thai cooking and massage techniques to practicing Muay Thai. Visitors can also immerse themselves in nature by participating in unique activities like feeding and bathing elephants, creating a deeper connection with Thailand’s cultural and natural heritage. Next year marks a significant celebration of Thai-Chinese relations, as Thailand designates it the “Amazing Thailand Grand Tourism Year.
” The Tourism Authority of Thailand (TAT) has organized a variety of activities in collaboration with the Chinese government to welcome Chinese tourists throughout the year. Key celebrations will include Songkran, Chinese New Year, Loy Krathong, and the Wai Kru Muay Thai Festival, all aimed at enhancing the cultural exchange between the two countries and enriching the visitor experience for Chinese tourists. Currently, flights from 42 Chinese cities connect to Thailand, providing broad access from various regions across China.
While flight availability hasn’t yet fully returned to pre-pandemic levels, TAT is working diligently to restore services. This involves close cooperation with airports in both China and Thailand, along with various airlines and the Civil Aviation Administration of China (CAAC), to gradually increase flight capacity and meet rising demand. To further support Chinese tourism, TAT has introduced charter flights to key destinations in Thailand.
Pakkanan Winitchai, director of the TAT Beijing Office, highlighted that these adjustments are designed to simplify travel for Chinese visitors. The charter flights aim to bring tourists directly to airports near Thailand’s most popular and iconic tourist attractions, ensuring greater convenience and accessibility for travelers. TAT’s target for Chinese tourist arrivals this year is set at 7.
389 million, while the Thai government’s broader goal is to reach 8 million visitors. To stimulate interest in travel, TAT plans to capitalize on the differences between Thailand and northern and northeastern China, such as contrasting weather conditions and distinct culinary traditions, as key selling points. These differences will be emphasized in marketing campaigns over the coming months to attract Chinese tourists during peak travel seasons.
Though safety concerns were previously raised by some Chinese tourists, Sisdivachr Cheewarattanaporn, president of the Association of Thai Travel Agents (ATTA), has reassured that these issues have largely subsided. He confidently noted that Thailand’s tourism services have improved significantly, ensuring a safe and enjoyable experience for visitors. With these efforts, Thailand is well-prepared to welcome an influx of Chinese tourists as the Amazing Thailand Grand Tourism Year approaches.
An ATTA survey revealed that the majority of Chinese tourists visiting Thailand are young adults aged 22 to 45. Approximately 80% of these travelers prefer independent trips, hotel or resort packages, or small, private tour groups. In response to shifting travel preferences, Thai tour companies have adjusted their services to cater to these evolving trends.
There has been a growing demand for small luxury groups, VIP experiences, and personalized itineraries, reflecting the changing desires of Chinese tourists for more exclusive and tailored travel experiences..
