The Tourism Authority of Thailand (TAT) staged the Amazing Thailand Mega Trade Meet in China 2026 in Shanghai, marking the first time the long-running China roadshow has been elevated to a large-scale Mega Trade Meet format. Held during Amazing Thai Night Zhong Tai Yi Jia Qin at the Jing An Shangri-La Hotel, the event introduced the new marketing direction “Amazing Thailand The Journey Your Heart Leads” while reinforcing the Trusted Thailand initiative to strengthen traveller confidence and position Thailand as a high-quality destination for the Chinese market.
TAT is strengthening partnerships
Thapanee Kiatphaibool, TAT Governor, said, “China remains one of Thailand’s most important tourism partners, connected through long-standing ties across culture, trade and travel. Guided by the spirit of Zhong Tai Yi Jia Qin—China and Thailand as one family—TAT is strengthening partnerships to deliver meaningful travel experiences that reflect the evolving expectations of Chinese travellers. Through the Amazing Thailand Mega Trade Meet in China 2026, we reaffirm Thailand’s commitment to welcoming Chinese visitors with quality, trust and memorable journeys.”
She added that Thailand continues to strengthen its position as a regional health and wellness hub under the concept “Healing is the New Luxury”, in line with growing interest among Chinese travellers in wellbeing, balance and culturally enriching experiences.
The Amazing Thailand Mega Trade Meet in China 2026 forms part of TAT’s strategy to strengthen Thailand’s competitiveness in the Chinese market, rebuild traveller confidence and encourage travel by presenting Thailand as a safe, meaningful and high-quality destination. The expanded platform was delivered in collaboration with key partners including King Power, the Association of Thai Travel Agents, the Tourism Council of Thailand, and tourism business associations from Phuket, Chiang Mai, Chon Buri (Pattaya) and Krabi, reinforcing cooperation between public and private sector partners in the Chinese market.
Buyers Briefing and Thailand Tourism Update
The event brought together more than 130 Thai tourism operators and over 450 Chinese travel businesses for direct business matching in Shanghai. Participating Thai companies represented hotels, attractions and tourism services from major and emerging destinations including Bangkok, Phuket, Chiang Mai, Chon Buri (Pattaya) and Krabi. The programme also featured a Buyers Briefing and Thailand Tourism Update, presenting the latest tourism developments, new tourism products and services, and special privileges available to Chinese travellers.
Tourism offerings presented during the trade meet covered the full visitor journey, from trip planning and entry travel to accommodation, activities, cultural experiences, wellness and niche travel segments. Participating operators were selected based on service quality, readiness and market capability, ensuring Thailand’s tourism products respond to evolving Chinese traveller preferences across segments including families, young professionals, Gen Z and Gen Y travellers, as well as high-value travellers seeking specialised experiences.
Alongside trade engagement, TAT is advancing joint promotions with partners in China and Thailand, including airlines, travel platforms and tourism operators, to sustain year-round market interest and travel demand. Supporting this effort, TAT is implementing the Thailand Summer Blast programme through July 2026, providing incentives for charter flights, expanded seat capacity on scheduled routes, and group travel segments such as corporate incentives and special interest travel, including summer camps, to drive tangible tourism sales growth.
The evening’s Amazing Thai Night Zhong Tai Yi Jia Qin also served as a strategic networking platform celebrating the cultural ties between Thailand and China. The programme featured a collaborative performance by Thai and Chinese artists under the theme China and Thailand One Family.
Cultural exchange
Thailand’s contemporary performing arts group Khit Buak Silp presented the Khon classical dance episode “Chui Chai Thotsakan Long Suan” from the Ramakien epic, showcasing Thailand’s refined classical performance tradition. The programme was complemented by a Peking Opera performance by the Shanghai Jingju Theatre Company, presenting the classical piece “Si Lang Tan Mu”, recognised as one of the treasured works of Chinese opera. The joint presentation highlighted the long-standing cultural friendship between the two nations and reinforced the role of tourism and cultural exchange in strengthening bilateral relations.
At the same time, TAT continues to promote the Trusted Thailand initiative to strengthen international confidence in travel to the Kingdom. Developed in collaboration with public and private sector stakeholders, the initiative focuses on four key dimensions: physical safety standards, digital payment convenience for Chinese travellers, multilingual communication including Chinese-language readiness, and improved accessibility through public transport systems. To date, more than 7,467 establishments across Thailand have received the Trusted Thailand designation, reflecting the country’s commitment to delivering reliable and high-quality travel experiences.
Between 1 January and 1 March 2026, Thailand welcomed 1,091,674 visitors from the People’s Republic of China, representing a year-on-year increase of 4.58 per cent. The momentum continued in February, with a year-on-year growth of 82.42 per cent, supported by strong travel demand during the Chinese New Year holiday period. These positive signals reinforce the importance of sustained market engagement, particularly in Shanghai, as Thailand prepares for the upcoming Labour Day and summer holiday travel seasons in China.
For 2026, TAT has set a target of welcoming approximately six million Chinese visitors to Thailand. The goal marks a significant stage in the recovery of the Chinese market and reaffirms China’s role as one of Thailand’s most strategic tourism markets.
