TAT advances ‘Trusted Thailand’ strategy through talks with Chinese tourism leaders

Thailand

Partnership 360 initiative aims to strengthen traveller confidence and expand bilateral tourism cooperation

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.”