BANGKOK – The Tourism Authority of Thailand (TAT) on Monday announced the launch of the "Nihao Month 2026", a comprehensive campaign designed to stimulate travel demand in China during the upcoming Mid-Autumn Festival and the National Day "Golden Week" holidays.

Under the guiding principle of "China and Thailand are one family," the third edition of the campaign aims to strengthen people-to-people connections and promote two-way travel, while also reinforcing safety, service quality, and tourism standards and advancing sustainable tourism cooperation between the two countries.

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Running from Tuesday until the end of October, the program integrates digital sales conversion, on-ground visitor privileges, cultural engagement, and key-opinion-leader storytelling to sustain market momentum through the low season and into the 2027 Chinese New Year.

TAT Governor Thapanee Kiatphaibool said the agency is focusing on high-quality goods and services. By integrating premium offerings alongside standard-certified hotels, hospitals, and shopping centers, she said, the agency seeks to enhance the overall value of the travel experience.

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During the launch ceremony, Thapanee said efforts are made to give travelers stronger reasons to choose Thailand, stay longer, and return, while also supporting higher-value travel and solidifying the Southeast Asian country's position as a top-of-mind destination for the Chinese market.

The TAT projects a 24 percent year-on-year increase in Chinese arrivals to approximately 250,000 for the holiday period, generating an estimated 11.5 billion baht (about $345.48 million) in tourism revenue, up 37 percent from a year earlier.

Forward bookings to Thailand for October have risen 16 percent, while flight searches from China have jumped 24 percent, according to travel data firm ForwardKeys.