Thailand launches ‘Nihao Month’ to celebrate 50 years of Thai–Chinese friendship

Thailand

Five flagship initiatives unveiled to inspire Chinese travel during Mid-Autumn and Golden Week festivals

The Tourism Authority of Thailand (TAT) has officially launched the “Nihao Month” campaign, introducing a suite of cultural, digital, and promotional initiatives designed to encourage Chinese travel during the country’s peak holiday season. Building on a preview in Guangzhou earlier this month, the launch highlights the growing importance of tourism as a bridge between Thailand and China, marking five decades of diplomatic ties.

The launch event was presided over by Mr. Yang Xiao Long, Counsellor (Cultural Section) of the Embassy of the People’s Republic of China in Thailand, alongside Ms. Thapanee Kiatphaibool, TAT Governor, and Mr. Chuwit Sirivajjakul, TAT Executive Director for the East Asia Region.

“Friendship through culture and travel”

“Nihao Month reflects the warmth and friendship between Thailand and China, celebrating five decades of diplomatic ties through cultural celebration and travel inspiration that speak directly to today’s Chinese travellers,” said Ms. Thapanee. “With the new Trusted Thailand Stamp reinforcing confidence in our standards, we aim to present Thailand as a safe, high-quality destination where meaningful connections and lasting memories are made.”

Five initiatives at the heart of the campaign

Nihao Month 2025 unites five flagship initiatives:

· Thailand, Told by You – UGC Challenge (1–12 September): Content creators across China shared their vision of Thailand through the “5 Must Do” experiences and Thailand’s Soft Power 5F. Fifty winners, alongside 50 top influencers, will now join a FAM trip (5–10 October) across Bangkok, Chiang Mai, Phuket, Pattaya, and Ko Samui.

· Thailand, Told by You – UGC Challenge & FAM Trip (5–10 October): Participants will showcase Thai food, culture, lifestyle, and leisure in real time across major Chinese platforms, amplifying authentic storytelling to millions of followers.

· Amazing Mid-Autumn in Thailand, Welcome Reception (6 October): A cultural highlight featuring workshops such as mooncake making, lantern crafting, and calligraphy, plus star appearances by Thai actors Billkin Putthipong Assaratanakul and Pong Nawat Kulrattanarak.

· Joint Promotion with Chinese Partners (20 September–31 December): Campaigns on leading platforms like Meituan, Ctrip, Tongcheng, Dianping, Alipay, WeChat, RED, and Douyin, offering discounts, cashback, and e-coupons, supported by live streaming and digital storytelling.

· Chinese Passport Privilege Programme (20 September–31 December): Exclusive benefits at major Thai retailers such as Siam Piwat, The Mall Group, Central Embassy, One Bangkok, 7-Eleven, Lotus, Makro, and Tops, including shopping discounts and complimentary services.

Strengthening Thailand’s tourism appeal

Ms. Thapanee concluded: “Together, these activities and promotions, reinforced by the new Trusted Thailand Stamp, underline Thailand’s readiness to welcome Chinese visitors with safe, authentic, and value-rich experiences. By combining tradition, creativity, and hospitality with assured standards, Nihao Month strengthens Thailand’s image as a top choice for Chinese travellers, encouraging repeat visits and inspiring positive sharing across digital platforms.”