Thailand, China, Malaysia, Russia, India, South Korea, United Kingdom, United States, Germany, Japan, and France Forge Powerful Alliances to Transform International Tourism with Innovative Campaigns and Record-Breaking Visitor Influx

Thailand, China, Malaysia, Russia, India, South Korea, United Kingdom, United States, Germany, Japan, and France are driving unprecedented growth in global tourism by leveraging innovative marketing strategies, strategic partnerships, and sustainable travel initiatives. Their combined efforts are transforming the travel landscape, boosting economic development, and creating exceptional experiences that attract millions of visitors worldwide. This collaborative momentum is fueled by their commitment to enhancing infrastructure, embracing cutting-edge technology, and responding to evolving traveler preferences, positioning them as leaders in the rapidly evolving tourism industry.

Thailand Launches Sawasdee Nihao to Celebrate 50 Years of Thai Chinese Relations and Boost Tourism

The Tourism Authority of Thailand (TAT) has unveiled an ambitious campaign named “Sawasdee Nihao” to mark the 50th anniversary of diplomatic relations between Thailand and China. This milestone initiative is more than just a celebration—it serves as a strategic effort to refresh Thailand’s image within the Chinese travel market, strengthen bilateral partnerships, and stimulate demand through targeted, culturally attuned engagements designed to meet the evolving tastes of Chinese tourists.

Sawasdee Nihao is a centerpiece of the broader Amazing Thailand Grand Tourism and Sports Year 2025, which comprises five major themes aimed at elevating Thailand’s global tourism profile. By focusing on delivering premium, seamless travel experiences, this initiative emphasizes key areas such as infrastructure upgrades, streamlined immigration processes, and the launch of the “5 Must Do in Thailand” campaign. These elements are carefully curated to appeal across a wide range of travel segments, including leisure, luxury, wellness, sports, and multigenerational tourism, reflecting Thailand’s versatile tourism offerings.

Positioning Thailand as a Hub for World-Class Events

Beyond enhancing everyday tourism experiences, Thailand is setting its sights on becoming a premier destination for global events. From international sporting competitions to music festivals and cultural exhibitions, the country leverages its rich heritage and “soft power” to create immersive and high-value experiences for visitors. These efforts align with Thailand’s commitment to sustainable tourism development, ensuring that economic growth is balanced with environmental stewardship and the preservation of cultural diversity.

An Integrated Push–Pull Marketing Approach

A key feature of the Sawasdee Nihao initiative is its innovative Push–Pull marketing model, designed to engage Chinese travel influencers and industry players both on the ground in Thailand and back home in China. The “Push” component involves inviting Chinese tour operators, airlines, media representatives, and key opinion leaders (KOLs) to experience Thailand firsthand through a range of activities, such as familiarization trips and business events. The “Pull” aspect encourages these participants to share their authentic travel experiences through social media, press coverage, and other channels to inspire broader Chinese audiences to choose Thailand as their next travel destination.

One of the highlights of this approach is the Mega Familiarization (FAM) Trip, where influential Chinese figures explore diverse Thai destinations, gaining firsthand knowledge that they can then share widely. Complementing this are B2B Table Top Sales events and high-profile policy forums that foster cooperation between Thai and Chinese tourism stakeholders, reinforcing Thailand’s image as a safe, high-quality, and welcoming destination.

Strategic Events Marking the Launch

The official launch of Sawasdee Nihao took place on May 29 in Bangkok, featuring a full day of coordinated strategic activities. The morning event centered on the Table Top Sale, enabling 300 Chinese tour operators to connect and collaborate with 500 Thai tourism businesses. This session created vital networking opportunities aimed at expanding travel packages and collaborations.

In the afternoon, the Tourism Forum brought together senior government leaders, including the Thai Prime Minister and the Chinese Ambassador to Thailand, to discuss shared goals and strengthen diplomatic and tourism ties. They reaffirmed Thailand’s dedication to becoming a “Quality Destination” known for its safety, hospitality, and diverse attractions.

The day culminated in a vibrant Welcome Reception showcasing Thai culture, culinary delights, and the spirit of goodwill that underscores the strong bilateral relationship. The reception allowed attendees to experience Thailand’s rich heritage firsthand, further deepening ties and enthusiasm for future travel cooperation.

Exploring Key Destinations on the Familiarisation Trip

Following the launch event, from May 30 to 31, a carefully designed Familiarisation Trip will take Chinese tour operators, media personnel, and influencers to explore iconic Thai destinations such as Bangkok, Pattaya, Rayong, Nakhon Pathom, and Ayutthaya. This curated journey highlights the “5 Must Do in Thailand” campaign, focusing on must-see attractions, sustainable tourism experiences, and the cultural richness that defines Thai soft power.

This immersive travel experience enables participants to gather authentic insights and compelling stories to share with their audiences, enhancing Thailand’s appeal to a broad and diverse range of Chinese travelers, from young explorers to luxury seekers and family groups.

Leveraging Celebrity Influence Through Digital Media

To expand the campaign’s impact, the Sawasdee Nihao initiative includes a Celebrities Marketing campaign. This strategy taps into influential Chinese celebrities and social media stars who create short, engaging videos highlighting Thailand’s travel readiness, safety measures, and unique experiences. Distributed across major Chinese digital platforms, these videos serve as powerful invitations, inspiring new waves of travel interest and helping Thailand stand out in a competitive regional market.

A Record-Breaking Market with Strong Growth Prospects

China continues to be Thailand’s most significant international tourism market. In 2024, the country welcomed over 6.7 million Chinese visitors—a number bolstered by the introduction of a mutual visa exemption agreement effective March 1, 2024. This policy made travel between the two nations simpler and more attractive, leading to increased visitor numbers.

Between January 1 and May 27, 2025, Thailand welcomed close to 1.91 million Chinese visitors. This figure surpasses arrivals from other key markets such as Malaysia, Russia, India, South Korea, the United Kingdom, the United States, Germany, Japan, and France combined. Such robust growth underscores China’s critical role in sustaining Thailand’s tourism recovery and expansion.

These countries are driving global tourism growth through innovative strategies and strong partnerships, boosting economies and creating unforgettable travel experiences worldwide. Their focus on sustainability and technology positions them as leaders in the evolving travel industry.

Looking Ahead

The Sawasdee Nihao campaign reflects Thailand’s forward-looking vision for tourism—one that honors historical ties while embracing innovation, sustainability, and inclusivity. By combining infrastructure enhancements, dynamic marketing strategies, and high-level cooperation, Thailand is well-positioned to capture the evolving demands of Chinese travelers and reaffirm its place as Asia’s leading quality destination.

As the Amazing Thailand Grand Tourism and Sports Year 2025 unfolds, initiatives like Sawasdee Nihao will be instrumental in driving visitor numbers, fostering meaningful cultural exchanges, and supporting the balanced growth of Thailand’s vital tourism sector.