The Tourism Authority of Thailand (TAT), in collaboration with public- and private-sector partners, announced ‘Nihao Month 2026,’ the third edition of the Amazing Thailand Mid-Autumn campaign. The expanded four-part program began on September 15 and combines digital sales conversion, on-ground visitor privileges, cultural exchange and KOL-led destination storytelling to stimulate Chinese travel around the Mid-Autumn Festival and National Day Golden Week.
According to TAT, the campaign aims to strengthen confidence in Thailand and sustain market momentum toward Chinese New Year in January-February 2027.
“Nihao Month 2026 brings TAT’s China-market strategy into a more integrated phase,” said Thapanee Kiatphaibool, Governor, Tourism Authority of Thailand.
“We are connecting travel demand before departure with privileges and quality experiences in Thailand, then extending that engagement through culture and creator-led storytelling. This approach gives Chinese travellers stronger reasons to choose Thailand, stay longer and return, while supporting higher-value travel and reinforcing Thailand as a top-of-mind destination for the Chinese market.”
Introduced in 2024, ‘Nihao Month’ has evolved into a broader platform for the China market, integrating tourism promotion with cultural exchange and partnership development.
Guided by the spirit of “Zhong Tai Yi Jia Qin” — China and Thailand are one family — the 2026 edition aims to strengthen people-to-people connections and promote two-way travel between the two countries.
TAT is also reinforcing safety, service quality and tourism standards, while advancing sustainable tourism cooperation between Thailand and China.
