Thailand has unveiled a strategic tourism agenda aimed at strengthening its partnership with China, following the visit of China's Foreign Minister, Wang Yi, from 23 to 25 April 2026. The agenda was presented during Wang's meeting with Thailand's Prime Minister, Anutin Charnvirakul, as part of the 3rd Thailand–China Foreign Ministers’ Consultation Mechanism.
The Tourism Authority of Thailand (TAT) aims to position tourism as a pivotal element in enhancing bilateral relations, targeting 4.72 million Chinese visitors and generating at least $7.3 billion (260 billion Baht) in tourism revenue by 2026. TAT Governor Thapanee Kiatphaibool emphasised the importance of China as a key tourism market, stating, “This high-level diplomatic engagement provides a timely platform to advance structured, long-term cooperation.”
The agenda promotes a balanced approach to tourism, focusing on high-value, safe, and meaningful travel experiences. It proposes the establishment of a Thailand–China Tourism Partnership from 2026 to 2030, encouraging cooperation between national and local agencies to support subnational collaboration and balanced tourism flows.
Key areas of focus include health and wellness, sports tourism, cultural events, gastronomy, and MICE (Meetings, Incentives, Conferences, and Exhibitions). The agenda also highlights emerging sectors such as medical and wellness tourism and film and pop culture tourism, under the concept “Healing is the New Luxury.”
Further initiatives include expanding air connectivity, co-branded events, and leveraging digital platforms for targeted marketing. TAT also proposes collaboration on tourist safety and satisfaction, with a joint communication protocol and personnel exchanges to align standards.
The formation of a joint tourism working group and pilot projects in 2026–2027 are recommended to sustain engagement and deliver lasting outcomes, underlining the shared community concept of “Zhong Tai Yi Jia Qin” — China and Thailand are one family
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