Tourexpi
TAT advances ‘Trusted Thailand’ strategy through talks with Chinese tourism leaders
The Tourism Authority of Thailand (TAT) is
strengthening its “Trusted Thailand” strategy through high-level discussions
with key tourism partners from the People’s Republic of China. The meeting took
place on 10 March 2026 in Shanghai alongside TAT’s mission for the Amazing
Thailand Mega Trade Meet in China 2026.
Led by TAT Governor Thapanee Kiatphaibool and senior
executives of the organisation, the talks brought together representatives from
major Chinese tourism institutions and companies. Among them were Zhong
Xiaomin, Director of the Shanghai Administration of Culture and Tourism, as
well as representatives from airlines, travel platforms and tour operators
including China Eastern Airlines, Spring Airlines, Juneyao Air, Trip.com,
Meituan, Tuniu, Tongcheng Travel, Fliggy of Alibaba Group, China Travel Service,
JOYU Group, Shandong Ocean International Travel, Shanghai Huantai International
Travel and Shanghai Jinjiang Tour.
Strengthening Thailand’s image as a trusted
destination
A central focus of the discussions was the “Trusted
Thailand” initiative, which aims to position the country as a safe,
high-quality and reliable destination for Chinese travellers. As part of the
programme, Thailand is raising standards across safety, service quality and
visitor experience.
More than 7,467 tourism establishments across the
country have already received the Trusted Thailand designation, demonstrating
their compliance with quality and safety standards designed to ensure
dependable travel experiences for visitors.
Expanding cooperation between Thailand and China
The meeting also highlighted the commitment of both
sides to strengthen two-way tourism flows and support balanced growth between
the two countries. The cooperation builds on the long-standing relationship
between Thailand and China, often expressed through the phrase “Zhong Tai Yi
Jia Qin”, meaning that China and Thailand are like one family.
Within the framework of the Partnership 360 approach,
participants discussed several areas of future cooperation. These included
increasing flight frequencies and opening new air routes between the two
countries, as well as implementing joint marketing campaigns with online travel
agencies based on data-driven insights into Chinese traveller behaviour.
Promotion through digital platforms and new travel
experiences
Further topics included the use of KOL and KOC
marketing strategies on Chinese digital platforms to increase awareness and
stimulate travel demand. The development of experience-based tourism products
and the promotion of emerging destinations within Thailand were also discussed
as ways to distribute visitor flows more evenly across the country.
“China is one of Thailand’s most important tourism
markets, and partnership is central to strengthening confidence and sustaining
quality growth,” said Thapanee. “Through Trusted Thailand and close
collaboration with our partners across China, TAT is working to ensure travel
to Thailand is safe, seamless and meaningful, while reinforcing the Kingdom’s
position as a world-class destination for high-quality and sustainable
tourism.”
Image
Credit: © TAT
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