Let’s be honest—Thailand has been lacking Chinese tourists of late. The first quarter of 2025 alone shows a 30% decline, according to the Tourism Authority of Thailand (TAT). Not ideal, correct? Thailand isn’t idle, however. They’ve just launched an initiative called “Sawasdee Nihao” aimed at enticing those travelers from the land of pandas.
Isn’t run-of-the-mill campaign. “More than a tourism endeavor,” PM Paetongtarn Shinawatra remarks, “Along-term bridge,” she says, “stress-free, fun, and safe holidays.”
So what’s the strategy? Well, they aren’t just slapping up posters and calling it a day. Thailand is improving sports, wellness, and leisure tourism. Be it relaxation through luxurious spa retreats, or watching international sporting events, they intend to become the premier destination. Thailand is also streamlining immigration processes and improving infrastructure.
Minister of Tourism and Sports Sorawong Thienthong is working on making Thailand a global hub for international music festival tourism, cultural exhibitions, world-class sporting events, and much more.
Last year, China sent approximately 6.7 million tourists to Thailand, which is a commendable number. With the “Sawasdee Nihao” initiative, he hopes to motivate many more tourists to visit.
So what does this all mean? Thailand’s tourism inflow is growing and the country is proactively seeking favorable media attention from the world. Most importantly, they are ready to greet tourists with a big ‘Nihao.’