TAT officially launched the “Nihao Month 2026” campaign on September 15, 2026, in collaboration with public and private sector partners. Now in its third year, the strategic initiative aims to encourage Chinese tourists to choose Thailand during the upcoming Mid-Autumn Festival and National Day (Golden Week) holidays.
TAT Governor Thapanee Kiatphaibool said in a statement regarding the campaign: “Nihao Month 2026 takes TAT’s strategy for the Chinese market to a more integrated stage. We connect pre-trip demand with exclusive privileges and quality experiences in Thailand, then sustain this engagement through storytelling led by culture and content creators. This approach gives Chinese travelers stronger reasons to choose Thailand, stay longer and return, while supporting higher-value travel and strengthening Thailand’s position as one of the first destinations that comes to mind in the Chinese market.”
TAT expects the number of Chinese tourists visiting Thailand during the extended “Mid-Autumn Festival-Golden Week” period from September 25 to October 7 to increase by 24 percent to approximately 250,000, while tourism revenue is expected to rise 37 percent year-on-year to around 11.5 billion baht (US$345 million).
