New partnerships with seven large corporations in China are expected to help Thailand attract a new, younger customer segment and generate total revenue of nearly 300 billion baht, despite limited flight capacity, according to the Tourism Authority of Thailand (TAT).
Airline seats between Thailand and China totalled 7.9 million this year, still below the 13.1 million recorded before the pandemic, while surging jet fuel prices amid conflicts in the Middle East have further worsened the situation by driving up airfares.
TAT governor Thapanee Kiatphaibool said that at a one-on-one meeting between the government and Sichuan Airlines in Chengdu, China last weekend, the agency urged the airline, which has the largest share of seat capacity from western China at 22%, to resume flights to Chiang Mai and Krabi and explore opportunities to operate flights to U-tapao and Hua Hin airports once jet fuel-related pressures subside.
Meanwhile, a meeting with Chinese tech company Meituan has led to cooperation on data exchange to formulate tourism campaigns, along with expanding the number of Thai restaurants included in the Black Pearl Restaurant Guide conducted by Meituan, similar to the Michelin Guide, to stimulate spending through food experiences.
In fiscal 2027, TAT plans to focus on increasing tourism revenue rather than relying solely on visitor numbers.
For the Chinese market, average spending per trip is targeted at 56,000 baht, up from 54,000 baht, while total revenue is expected to rise by at least 3% to 297 billion baht, up from 288 billion baht from the 5.13 million travellers estimated in 2026.
Pattaraanong Na Chiangmai, TAT deputy governor for international marketing in Asia and the South Pacific, said the agency also signed letters of intent (LOIs) with five large corporations in China: China Tourism Group (CTG), Utour Group, China Comfort Group, AMAP and the Thai company TCP Red Bull, in Beijing on Sunday.
She said CTG, Utour and China Comfort are among the mainland's largest wholesalers, distributing tour packages to small operators and online travel agents nationwide. AMAP, a popular navigation application with more than 700 million users, can help promote campaigns within the app, including discount coupons, particularly during China's four major public holidays.
Ms Pattaraanong said the companies would help offer tour packages with a greater focus on activities and experiences, capitalising on the growth of individual travellers.
In major markets such as Beijing and Shanghai, the individual traveller segment accounts for 80-90% of travellers, compared with tour groups.
Another key partnership is with Thai company Red Bull, which is expanding its market presence in China. The agency and TCP share the same goal of reaching younger travellers, particularly those between 25-40 years old, through events and activities across China.
Under the agreement, TAT can co-promote Thai tourism at these events to increase exposure among younger travellers.
Siriges-a-nong Trirattanasongpol, TAT executive director for the East Asia region, said the agency is targeting at least 5.28 million Chinese travellers, a 3% increase, after revising up the target.
Airline seat growth remains moderate at 5% year-on-year, but Thailand could attract more affluent tourists who can still afford higher airfares.
If the official state visit by Prime Minister Anutin Charnvirakul produces a positive impact, the market's visitor and spending targets could be revised upwards when TAT announces its 2027 marketing plan in August.
Mrs Siriges-a-nong said the agency has already encouraged Chinese airlines to serve new destinations, such as Kunming-based low-cost carrier Lucky Air, which will launch flights to Udon Thani in September this year.
If it can encourage more airlines and tour operators to arrange scheduled and charter flights from second-tier Chinese cities to more second-tier destinations in Thailand, it could help revive the market as planned.
Yolrawee Sittichai, TAT director at Beijing office, said that in terms of new destinations in Thailand, the agency will drive tourism flows more towards the East, including Rayong, Chanthaburi and Trat, while boosting cultural products that are valuable for each segment.
PRIVATE SECTOR SUPPORT
Supachai Junkeiat, chief executive of TCP China, said the company has three manufacturing bases and seven OEM plants in China. Altogether, the Chinese market is regarded as TCP's largest market in Asia.
He said the company continues to promote its presence through three areas: tourism, sport and culture. It has organised the Very Thai music festival for four years, bringing Thai and Chinese artists together to perform, and can feature tourism promotions at the event.
Red Bull has also sponsored China's professional basketball league and can arrange exchange programmes for young professionals who are also influential sports figures on the mainland to visit Thailand, he said.
As of July 11, the Chinese market tallied 2.8 million visitors, up 14% year-on-year. However, Mrs Siriges-a-nong said the double-digit growth stemmed from the low visitor base last year, when Thailand's tourism sector was hit by declining confidence.
