Thailand Launches “Nihao Month” to Celebrate 50 Years of Thai–Chinese Friendship
Five major initiatives unveiled to inspire Chinese tourists during Mid-Autumn and Golden Week
Bangkok, September 2025 – The Tourism Authority of Thailand (TAT) has officially launched Nihao Month 2025, a cultural and promotional campaign aimed at boosting Chinese travel to Thailand during the holiday peak. First previewed in Guangzhou earlier this month, the initiative highlights the role of tourism in strengthening Thai–Chinese relations.
The launch was led by Mr. Yang Xiao Long, Counsellor (Cultural Section) of the Embassy of the People’s Republic of China in Thailand, alongside Ms. Thapanee Kiatphaibool, TAT Governor, and Mr. Chuwit Sirivajjakul, TAT Executive Director for East Asia.
Ms. Thapanee emphasized that Nihao Month symbolizes 50 years of warm Thai–Chinese ties:
“This campaign reflects shared friendship, cultural celebration, and travel inspiration that resonates with today’s Chinese travellers. With the new Trusted Thailand Stamp, we want to assure visitors of safe, high-quality experiences that create meaningful memories.”
Five Initiatives Driving Nihao Month
At its core, Nihao Month blends culture, digital storytelling, and travel experiences to inspire a new generation of Chinese visitors. The campaign also positions the Mid-Autumn Festival as a cultural bridge, connecting Chinese heritage with Thai lifestyle and hospitality.
1. Thailand, Told by You – UGC Challenge (1–12 Sept)
Content creators across China were invited to share their perspectives on Thailand through the “5 Must Do” themes – Must Taste, Must Try, Must Buy, Must Seek, and Must See – along with Thailand’s Soft Power 5F. The challenge, organized by TAT’s five China offices, reached nationwide audiences. Fifty winners were selected from thousands of entries to advance to the next stage.
2. Thailand, Told by You – UGC Challenge & FAM Trip (5–10 Oct)
The 50 winners, together with 50 leading influencers, will embark on a journey across Bangkok, Chiang Mai, Phuket, Pattaya, and Ko Samui. They will experience Thailand’s diverse attractions and share their impressions in real time across Chinese digital platforms, reaching millions of followers.
3. Amazing Mid-Autumn in Thailand – Welcome Reception (6 Oct)
Hosted at One Bangkok, this highlight event will feature Thai–Chinese cultural exchanges including mooncake making, lantern crafting, calligraphy, and modern creative workshops. Popular Thai actors Billkin Putthipong Assaratanakul and Pong Nawat Kulrattanarak will also join, creating moments tailored for social media engagement.
4. Joint Promotions with Chinese Platforms (20 Sept–31 Dec)
Partnerships with leading platforms such as Meituan, Ctrip, Tongcheng, Dianping, Alipay, WeChat, RED, and Douyin are offering discounts, e-coupons, cashbacks, and exclusive privileges. Special promotions include Meituan’s Black Pearl Gastronomy Experience, Ctrip travel packages, and Alipay spending perks, supported by livestreams and digital campaigns.
5. Chinese Passport Privilege Programme (20 Sept–31 Dec)
Chinese visitors presenting their passports at participating venues receive exclusive benefits. Partners include Siam Piwat (Siam Paragon, Siam Discovery, Iconsiam), The Mall Group, Central Embassy, One Bangkok, 7-Eleven, Lotus, Makro, and Tops. Offers include shopping discounts, complimentary services, and unique perks tailored to Chinese travellers.
Building Confidence in Thai Tourism
Concluding the launch, Ms. Thapanee noted that these activities, together with the Trusted Thailand Stamp, reflect Thailand’s readiness to welcome Chinese travellers with safe, authentic, and value-rich experiences. By blending tradition, creativity, and hospitality, Nihao Month strengthens Thailand’s position as a leading destination, encouraging repeat visits and inspiring positive sharing across digital platforms.
