Thailand strengthens China ties through Weibo Gala 2026

Thailand

Thailand receives the Weibo Thailand Best Travel Destination Country award as TAT combines culture, entertainment and digital reach to engage Chinese travellers

Thailand used the Weibo Gala 2026 in Bangkok to underline its cultural ties with China and strengthen its visibility among Chinese travellers. The event, held on August 8 at Paragon Hall in Siam Paragon, brought together artists, creators, media representatives and brands from both countries across tourism, entertainment, fashion and lifestyle.

For the Tourism Authority of Thailand, the gala was more than a cultural showcase. It formed part of a broader strategy to connect Thai destinations and experiences with Chinese audiences through entertainment, social media and artist-led content.

Thailand receives travel destination award

One of the evening’s main honours went to Thailand, which received the Weibo Thailand Best Travel Destination Country award. The prize was accepted by TAT Governor Thapanee Kiatphaibool.

The award reflects Thailand’s continued importance in the Chinese outbound travel market and, according to TAT, highlights the confidence Chinese travellers place in the destination.

“This award affirms the confidence Chinese travellers continue to place in Thailand and represents a shared achievement for our tourism sector and communities nationwide,” said Thapanee.

She added that TAT intends to build on this interest by highlighting Thailand’s culture, cuisine, nature, wellness, sport and festivals to Chinese audiences.

Artists and creators connect both markets

The gala programme included sponsor presentations, a red-carpet ceremony, an awards presentation across nine categories and an after-party. Chinese actors He Changxi and He Yanzhao were among the participants, alongside Thai actor Apo Nattawin and the popular character Butterbear.

The cooperation will continue beyond the event through reciprocal vlog productions in Thailand and China.

He Changxi and He Yanzhao are set to visit Ko Samet in Rayong as well as the Song Wat and Talat Noi districts in Bangkok. Apo Nattawin and Butterbear will travel to China for corresponding filming projects.

The resulting content will focus on local culture, cuisine, everyday life and travel experiences in both countries and will be distributed through Weibo and the social media channels of the participating artists.

Digital campaign expected to reach millions

TAT expects the gala and accompanying digital activities to generate at least 20 million impressions across event-related content.

The campaign relies heavily on the reach of Weibo, participating artists, influencers, media organisations and commercial partners. The aim is to translate entertainment-driven visibility into tourism interest and eventually travel demand.

For Thailand, this approach reflects the growing importance of social media personalities and digital storytelling in tourism marketing, particularly in the Chinese market.

TAT targets long-term affinity with Chinese travellers

The initiative complements the work of TAT’s five offices in China and forms part of the “Amazing Thailand, The Journey Your Heart Leads” campaign.

It also fits within the “Zhong Tai Yi Jia Qin” framework, which promotes the idea that China and Thailand are closely connected culturally and socially.

By combining tourism promotion with entertainment and digital influence, TAT is seeking to deepen long-term engagement with Chinese travellers while reinforcing Thailand’s position as a regional hub for culture, lifestyle and leisure.