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Haikou, Hainan Province, 19 December 2025 – Thailand has been named as Guest Country of Honour at China International Travel Mart (CITM) 2025, marking the 50th anniversary of Thailand–China diplomatic relations, as the Tourism Authority of Thailand (TAT) leads the Thai tourism industry’s participation at the event, held from 19–21 December 2025 at the Hainan International Convention and Exhibition Centre in Haikou.

The Thai delegation is led by Ms. Thapanee Kiatphaibool, TAT Governor, together with Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific.

Ms. Thapanee said, “Thailand’s role as Guest Country of Honour at CITM 2025 reflects the depth of our bilateral relations and a shared commitment to advancing tourism cooperation. Through a focused South China cluster approach, we aim to strengthen market confidence, expand high-quality travel demand, and reinforce Thailand’s position as a preferred destination for Chinese travellers.”

CITM 2025, China’s most influential travel trade exhibition, is being hosted in Haikou for the first time, highlighting Hainan’s growing role as a gateway for tourism engagement with ASEAN. Located at the southernmost point of the mainland, Haikou offers strong economic fundamentals and travel connectivity and is recognised as a high-potential outbound market, particularly among Millennials, families, and health and lifestyle premium travellers.

At the event, the Thailand Pavilion serves as a strategic platform for integrated B2B and B2C marketing and communications, enabling Thai tourism operators to engage directly with Chinese partners. The pavilion features cultural and experiential showcases, including traditional Thai massage demonstrations, Thai handicraft DIY activities, classical Khon performances, regional Thai dance, Muay Thai, and fashion presentations highlighting Thai national costume and contemporary Thai design.

TAT also hosted an Amazing Thailand Networking Lunch, engaging with 12 leading Chinese tour operators and two airlines, Hainan Airlines and 9Air, to explore joint market opportunities. In addition, TAT participated in the Nihao China welcome reception hosted by the Hainan Provincial Government, further expanding channels to promote Thai tourism products and services.

Alongside CITM 2025, TAT advanced two-way tourism cooperation in Haikou on 18 December 2025 by signing Letters of Intent with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms. Both agreements aim to strengthen strategic cooperation, raise destination awareness, and enhance travel connectivity between Thailand and China.

TAT expects these activities to enhance positive destination perception, highlight Thailand’s tourism safety standards and service readiness, and stimulate travel demand during the year-end holiday season through to Chinese New Year in February 2026. This momentum, reinforced by Thailand’s Guest Country of Honour status at CITM 2025 and ongoing market initiatives through TAT’s five China offices in Beijing, Shanghai, Chengdu, Kunming, and Guangzhou, is expected to accelerate the return of high-quality Chinese travellers and strengthen Thailand’s image as a quality destination.

From 1 January to 12 December 2025, Chinese visitors ranked second among international arrivals to Thailand, totalling 4.24 million visitors. The average length of stay was 8.5 days, with average spending of 54,230 Baht per trip. The most visited destinations were Bangkok, Chon Buri, Phuket, and Chiang Mai, while popular activities included Thai cuisine, historical sightseeing, spa and wellness experiences, beach tourism, and night-time attractions.

The post Thailand named Guest Country of Honour at CITM 2025 appeared first on TAT Newsroom.

Haikou, Hainan Province, 19 December 2025 – Thailand has been named as Guest Country of Honour at China International Travel Mart (CITM) 2025, marking the 50th anniversary of Thailand–China diplomatic relations, as the Tourism Authority of Thailand (TAT) leads the Thai tourism industry’s participation at the event, held from 19–21 December 2025 at the Hainan International Convention and Exhibition Centre in Haikou.

The Thai delegation is led by Ms. Thapanee Kiatphaibool, TAT Governor, together with Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific.

Ms. Thapanee said, “Thailand’s role as Guest Country of Honour at CITM 2025 reflects the depth of our bilateral relations and a shared commitment to advancing tourism cooperation. Through a focused South China cluster approach, we aim to strengthen market confidence, expand high-quality travel demand, and reinforce Thailand’s position as a preferred destination for Chinese travellers.”

CITM 2025, China’s most influential travel trade exhibition, is being hosted in Haikou for the first time, highlighting Hainan’s growing role as a gateway for tourism engagement with ASEAN. Located at the southernmost point of the mainland, Haikou offers strong economic fundamentals and travel connectivity and is recognised as a high-potential outbound market, particularly among Millennials, families, and health and lifestyle premium travellers.

At the event, the Thailand Pavilion serves as a strategic platform for integrated B2B and B2C marketing and communications, enabling Thai tourism operators to engage directly with Chinese partners. The pavilion features cultural and experiential showcases, including traditional Thai massage demonstrations, Thai handicraft DIY activities, classical Khon performances, regional Thai dance, Muay Thai, and fashion presentations highlighting Thai national costume and contemporary Thai design.

TAT also hosted an Amazing Thailand Networking Lunch, engaging with 12 leading Chinese tour operators and two airlines, Hainan Airlines and 9Air, to explore joint market opportunities. In addition, TAT participated in the Nihao China welcome reception hosted by the Hainan Provincial Government, further expanding channels to promote Thai tourism products and services.

Alongside CITM 2025, TAT advanced two-way tourism cooperation in Haikou on 18 December 2025 by signing Letters of Intent with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms. Both agreements aim to strengthen strategic cooperation, raise destination awareness, and enhance travel connectivity between Thailand and China.

TAT expects these activities to enhance positive destination perception, highlight Thailand’s tourism safety standards and service readiness, and stimulate travel demand during the year-end holiday season through to Chinese New Year in February 2026. This momentum, reinforced by Thailand’s Guest Country of Honour status at CITM 2025 and ongoing market initiatives through TAT’s five China offices in Beijing, Shanghai, Chengdu, Kunming, and Guangzhou, is expected to accelerate the return of high-quality Chinese travellers and strengthen Thailand’s image as a quality destination.

From 1 January to 12 December 2025, Chinese visitors ranked second among international arrivals to Thailand, totalling 4.24 million visitors. The average length of stay was 8.5 days, with average spending of 54,230 Baht per trip. The most visited destinations were Bangkok, Chon Buri, Phuket, and Chiang Mai, while popular activities included Thai cuisine, historical sightseeing, spa and wellness experiences, beach tourism, and night-time attractions.

The post Thailand named Guest Country of Honour at CITM 2025 appeared first on TAT Newsroom.

Bangkok, 18 December 2025 – The Tourism Authority of Thailand (TAT) welcomes the latest findings from Euromonitor International’s Top 100 City Destinations Index 2025, which confirm Bangkok as the world’s most visited city by international travellers in 2025, with 30.3 million arrivals, the highest globally.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Bangkok’s position as the world’s most visited city reflects the enduring strength of Thailand’s tourism ecosystem and the city’s ability to deliver meaningful, high-quality visitor experiences. This recognition underscores our focus on value-driven tourism, longer stays and responsible travel, while ensuring Bangkok continues to evolve as a safe, vibrant and globally competitive destination.”

The ranking places Bangkok ahead of other major global destinations, highlighting the Thai capital’s sustained appeal across leisure, culture, gastronomy and urban lifestyle experiences. Euromonitor International’s assessment evaluates 100 cities using more than 50 indicators spanning tourism performance, policy and appeal, infrastructure, health and safety, sustainability, and economic and business activity.

In its analysis, Euromonitor International notes that leading urban destinations are increasingly prioritising value over volume, with strategies focused on sustainable growth and long-term sustainability. Despite global economic challenges and intensifying regional competition, Bangkok retained its position as the world’s most visited city, supported by strong destination fundamentals and consistent international demand.

Bangkok’s appeal is defined by its blend of historic landmarks and modern city life, where iconic temples and riverside districts coexist with creative quarters, contemporary architecture and world-class shopping. Renowned globally for its street food and Michelin-recognised dining, strong air connectivity and service readiness, the city has earned multiple top rankings and awards from leading international travel and lifestyle publications. As Thailand’s primary gateway, Bangkok continues to play a central role in driving nationwide travel and supporting balanced, sustainable tourism growth.

Bangkok’s leading position reinforces Thailand’s standing on the global tourism stage and aligns with TAT’s ongoing commitment to sustainable, high-quality tourism growth under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign.

The Top 100 City Destinations Index 2025 projects that the world’s leading cities will collectively welcome 702 million international trips this year, accounting for 46% of global inbound tourism.

The post Bangkok tops Euromonitor global city rankings for international arrivals in 2025 appeared first on TAT Newsroom.

Bangkok, 18 December 2025 – The Tourism Authority of Thailand (TAT) welcomes the latest findings from Euromonitor International’s Top 100 City Destinations Index 2025, which confirm Bangkok as the world’s most visited city by international travellers in 2025, with 30.3 million arrivals, the highest globally.

Ms. Thapanee Kiatphaibool, TAT Governor, said, “Bangkok’s position as the world’s most visited city reflects the enduring strength of Thailand’s tourism ecosystem and the city’s ability to deliver meaningful, high-quality visitor experiences. This recognition underscores our focus on value-driven tourism, longer stays and responsible travel, while ensuring Bangkok continues to evolve as a safe, vibrant and globally competitive destination.”

The ranking places Bangkok ahead of other major global destinations, highlighting the Thai capital’s sustained appeal across leisure, culture, gastronomy and urban lifestyle experiences. Euromonitor International’s assessment evaluates 100 cities using more than 50 indicators spanning tourism performance, policy and appeal, infrastructure, health and safety, sustainability, and economic and business activity.

In its analysis, Euromonitor International notes that leading urban destinations are increasingly prioritising value over volume, with strategies focused on sustainable growth and long-term sustainability. Despite global economic challenges and intensifying regional competition, Bangkok retained its position as the world’s most visited city, supported by strong destination fundamentals and consistent international demand.

Bangkok’s appeal is defined by its blend of historic landmarks and modern city life, where iconic temples and riverside districts coexist with creative quarters, contemporary architecture and world-class shopping. Renowned globally for its street food and Michelin-recognised dining, strong air connectivity and service readiness, the city has earned multiple top rankings and awards from leading international travel and lifestyle publications. As Thailand’s primary gateway, Bangkok continues to play a central role in driving nationwide travel and supporting balanced, sustainable tourism growth.

Bangkok’s leading position reinforces Thailand’s standing on the global tourism stage and aligns with TAT’s ongoing commitment to sustainable, high-quality tourism growth under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign.

The Top 100 City Destinations Index 2025 projects that the world’s leading cities will collectively welcome 702 million international trips this year, accounting for 46% of global inbound tourism.

The post Bangkok tops Euromonitor global city rankings for international arrivals in 2025 appeared first on TAT Newsroom.

Haikou, Hainan Province, 18 December 2025 – The Tourism Authority of Thailand (TAT) has signed two Letters of Intent to establish strategic tourism partnerships with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Group and Tongcheng Travel Holdings, advancing two-way tourism cooperation between Thailand and China. The signings took place during TAT’s participation at China International Travel Mart (CITM) 2025, where Thailand serves as the Guest Country of Honour.

The agreements were formalised at The Langham Haikou by Ms. Thapanee Kiatphaibool, TAT Governor, alongside Mr. Wang Ke, Director and Senior Researcher of the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports, and Mr. Li Minghao, Vice President of Tongcheng Group and Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms.

Ms. Thapanee said, “These agreements reinforce Thailand’s strategic focus on the China market and our commitment to two-way tourism that is balanced, sustainable, and driven by market demand. Through closer collaboration with Haikou and Tongcheng, we aim to strengthen connectivity, enhance destination awareness, and create tangible opportunities for travellers and tourism businesses in both countries, while advancing digital travel services and supporting sustainable tourism growth.”

Haikou, a coastal city on Hainan Island with a population of more than three million, is as a key economic, tourism, and innovation hub within the Hainan Free Trade Port. Guided by a development strategy that prioritises sustainability, modern urban living, and coastal culture, the city is emerging as an international destination and a strategic partner for Thailand in southern China.

Building on TAT’s established cooperation with Haikou and Hainan authorities, the collaboration focuses on destination promotion and joint marketing through international travel fairs, roadshows, trade engagements, KOL exchanges, and the development of tourism products linking Haikou with Thai destinations. This aligns with Thailand’s role as Guest Country of Honour at CITM 2025, reinforcing high-level cooperation and market confidence, alongside recent talks with Hainan Wenhua Tourism Group on potential charter flights connecting Haikou with Phuket and Chiang Mai.

Under the agreement with Tongcheng Group and Tongcheng Travel Holdings, TAT will deepen cooperation in digital marketing, communications, and travel promotion. Leveraging Tongcheng’s capabilities in big data and AI-powered services, the partnership aims to reach Chinese travellers across all stages of the travel journey, reinforcing the digital ecosystem that supports two-way tourism. This builds on existing joint marketing campaigns, including Green Season hotel promotions in September–October 2025 and targeted January–March 2026 initiatives for female travellers and Chinese New Year travel.

The post TAT advances two-way tourism with Haikou partnerships appeared first on TAT Newsroom.

Haikou, Hainan Province, 18 December 2025 – The Tourism Authority of Thailand (TAT) has signed two Letters of Intent to establish strategic tourism partnerships with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Group and Tongcheng Travel Holdings, advancing two-way tourism cooperation between Thailand and China. The signings took place during TAT’s participation at China International Travel Mart (CITM) 2025, where Thailand serves as the Guest Country of Honour.

The agreements were formalised at The Langham Haikou by Ms. Thapanee Kiatphaibool, TAT Governor, alongside Mr. Wang Ke, Director and Senior Researcher of the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports, and Mr. Li Minghao, Vice President of Tongcheng Group and Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms.

Ms. Thapanee said, “These agreements reinforce Thailand’s strategic focus on the China market and our commitment to two-way tourism that is balanced, sustainable, and driven by market demand. Through closer collaboration with Haikou and Tongcheng, we aim to strengthen connectivity, enhance destination awareness, and create tangible opportunities for travellers and tourism businesses in both countries, while advancing digital travel services and supporting sustainable tourism growth.”

Haikou, a coastal city on Hainan Island with a population of more than three million, is as a key economic, tourism, and innovation hub within the Hainan Free Trade Port. Guided by a development strategy that prioritises sustainability, modern urban living, and coastal culture, the city is emerging as an international destination and a strategic partner for Thailand in southern China.

Building on TAT’s established cooperation with Haikou and Hainan authorities, the collaboration focuses on destination promotion and joint marketing through international travel fairs, roadshows, trade engagements, KOL exchanges, and the development of tourism products linking Haikou with Thai destinations. This aligns with Thailand’s role as Guest Country of Honour at CITM 2025, reinforcing high-level cooperation and market confidence, alongside recent talks with Hainan Wenhua Tourism Group on potential charter flights connecting Haikou with Phuket and Chiang Mai.

Under the agreement with Tongcheng Group and Tongcheng Travel Holdings, TAT will deepen cooperation in digital marketing, communications, and travel promotion. Leveraging Tongcheng’s capabilities in big data and AI-powered services, the partnership aims to reach Chinese travellers across all stages of the travel journey, reinforcing the digital ecosystem that supports two-way tourism. This builds on existing joint marketing campaigns, including Green Season hotel promotions in September–October 2025 and targeted January–March 2026 initiatives for female travellers and Chinese New Year travel.

The post TAT advances two-way tourism with Haikou partnerships appeared first on TAT Newsroom.

Bangkok, 17 December 2025 – The Tourism Authority of Thailand (TAT) today marked a major milestone by welcoming the one millionth visitor from the United Kingdom, the first time UK arrivals have exceeded one million since the COVID-19 pandemic. This achievement coincides with another landmark moment for Thailand’s tourism sector, as cumulative long-haul arrivals surpassed 10 million visitors, the highest level on record.

The milestone was celebrated at Suvarnabhumi Airport on the arrival of Thai Airways International (THAI) flight TG911, where the TAT Governor and senior executives from TAT, Suvarnabhumi Airport, THAI, Thailand Privilege and the Immigration Bureau warmly welcomed the one millionth UK visitor. The traveller received special gifts, including two economy-class return air tickets on Thai Airways International for the London–Bangkok–London route, two nights’ accommodation at Anantara Chiang Mai and two nights at Avani+ Khao Lak, dining vouchers for two at Sala Lakorn Theatrical Experience at Anantara Hotel, as well as exclusive spa and wellness packages from PANPURI Wellness, showcasing Thailand’s premium tourism and wellness offerings.

Ms. Thapanee Kiatphaibool, TAT Governor, said: “The United Kingdom continues to be an important long-haul market for Thailand, and surpassing one million visitors reflects the trust built with UK travellers over many years. Our priority is to build on this performance by encouraging longer stays, year-round travel and visits beyond traditional destinations. In close cooperation with airline and trade partners, TAT is committed to strengthening Thailand’s position as a high-quality, globally recognised destination for meaningful and responsible travel.”

UK arrivals are projected to reach a new record high of nearly 1.1 million by the end of 2025, generating more than 80 billion Baht in tourism revenue. The UK remains a high-value source market and ranks among Thailand’s top 10 inbound markets, with travellers typically visiting independently or in small groups. Key destinations include Bangkok, Krabi, Phuket, Surat Thani and Chiang Mai, with an average spending of approximately 60,000–70,000 Baht per trip and an average length of stay of 17.44 nights, underlining the market’s strong economic contribution.

The UK milestone reflects wider momentum from long-haul markets. On 15 December 2025, Cumulative arrivals from Europe, the Americas, the Middle East and Africa have exceeded 10 million visitors for the first time, accounting for more than 30 per cent of total international arrivals and reinforcing Thailand’s position as a leading global tourism destination. All regions recorded strong growth, led by Europe with 7.6 million visitors, representing an increase of 12.6%, and the Americas with 1.5 million visitors, up 7% compared with the same period in 2024. This positive performance also highlights the success of TAT’s Airline Focus strategy, implemented in close partnership with airlines to expand capacity, increase frequencies, and strengthen year-round connectivity.

During the winter season from October 2025 to March 2026, the TAT London Office is carrying out 19 joint marketing activities with airlines and tour operators, including British Airways, Norse Atlantic Airways, TUI UK, Trailfinders, Travelbag, Kuoni, Healing Holidays, Destinology, Dial A Flight, Muay Thai Holidays, Southall Travel and Best At Travel. These initiatives support peak winter travel and stimulate demand into the first half of 2026.

Air connectivity between the UK and Thailand continues to expand. During the current winter season, five airlines operate direct services—THAI, EVA Air, British Airways, Norse Atlantic Airways and TUI UK—offering 35 flights per week. This represents a weekly seat capacity of 11,100 seats, an increase of 12% year-on-year, with airline partners reporting load factors of 80–90% in December 2025.

Further enhancements are confirmed for 2026. British Airways will operate the London Gatwick–Bangkok route on a year-round basis from 31 March 2026, adding nearly 60,000 seats, while Virgin Atlantic will introduce direct London Heathrow–Phuket services during the winter 2026/27 season, with three flights per week.

TAT attributes this performance to sustained efforts promoting off-peak travel and lesser-known destinations, expanding travel choices for UK visitors while supporting broader economic benefits across Thailand. Building on this momentum, the 2026 approach focuses on high-quality growth from the UK and other long-haul markets, emphasising year-round travel, longer stays, and a broader spread of visitors across regions, supported by close cooperation with airline partners and targeted market initiatives.

UK-focused campaigns in 2026 will continue to present a broad mix of experiences, including lesser-known beach destinations, culture, wellness, gastronomy, green tourism and family travel. These will be delivered through coordinated PR and promotional activities with UK media, influencers, public figures and partners both within and beyond the tourism sector under the “Unforgettable Experience: Healing is the New Luxury” global communication campaign, encouraging travellers to explore emerging destinations across Thailand and enjoy more meaningful travel experiences.

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