The Tourism Authority of Thailand (TAT) has launched the "Nihao Month 2026" campaign for the third consecutive year to stimulate the Chinese tourist market during the Mid-Autumn Festival and China's National Day, or Golden Week. TAT Governor Thapanee Kiatphaibool said the Chinese market remains important to Thai tourism and that the period shows positive signals from growing travel trends. TAT expects that during Golden Week, from September 25 to October 7, 2026, about 250,000 Chinese tourists will travel to Thailand, up 24% from the previous year, generating about 11.5 billion baht in revenue, up 37% from the previous year. From January 1 to September 10, 2026, Thailand has welcomed 3,641,549 Chinese tourists, with China holding the top spot as the largest source market for arrivals to Thailand. Meanwhile, the "3 Days Off for 13 Days" travel trend is likely to push trip duration from an average of 8 days to 13 days per trip, with advance bookings for travel to Thailand in October up 16% and flight searches up 24% from key cities including Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing. The Nihao Month 2026 project is organized under the concept "China and Thailand are not far apart, we are brothers" through four key activities: a Joint Promotion with Meituan from September 15 to October 31, 2026; the Amazing Thailand Mid-Autumn Celebration 2026 on September 25, 2026 at One Bangkok; the Amazing Thailand Mid-Autumn KOLs FAM Trip from September 26 to 29, 2026, inviting about 30 to 40 media representatives and influencers from China to explore four routes in Krabi, Phetchaburi-Prachuap Khiri Khan, Chiang Rai and Rayong-Koh Samet; and the Chinese Passport Privilege activity from September 15 to October 31, 2026, with partners from five service groups totaling 20 organizations. TAT expects the Nihao Month 2026 campaign to generate more than 500 million impressions and to extend the market into the low season and the Chinese New Year festival in January and February 2027.
MeituanTAT's Nihao Month 2026 campaign includes a Joint Promotion with Meituan from September 15 to October 31, 2026, tying the platform to Chinese Golden Week travel to Thailand.
