Thailand is preparing for a strong rise in Chinese arrivals during the upcoming Golden Week period, with tourism officials forecasting increases in both visitor numbers and spending.
Tourism Authority of Thailand (TAT) governor Thapanee Kiatphaibool said the Chinese travel market was showing clearer signs of recovery ahead of China’s National Day holiday.
The agency is focusing on the 13-day period from September 25 to October 7, which covers both the Mid-Autumn Festival and National Day celebrations.
Around 250,000 Chinese tourists are expected to visit Thailand during this period, representing a 24% increase from last year. Their visits are forecast to generate approximately 11.5 billion baht in tourism revenue, up 37% year on year.
The faster growth in revenue compared with arrivals suggests that Thailand has an opportunity to attract higher-spending visitors and move the Chinese market towards more valuable, quality-focused tourism.
Travellers are also expected to remain in Thailand for longer, with the average stay potentially increasing from eight to 13 days as visitors combine the two holidays. Longer trips could raise overall spending and encourage tourists to explore more destinations and experiences around the country.
Travel demand is already strengthening, with advance bookings for October rising by 16% and flight searches from China to Thailand increasing by 24%. Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing are among the main departure cities.
The expansion of direct flights to Bangkok, Chiang Mai and Phuket is expected to make travel more convenient and help distribute visitors beyond Thailand’s busiest destinations.
The baht has also weakened by approximately 9.8% against the yuan to around 4.93 baht per yuan, making Thailand more affordable for Chinese travellers.
TAT plans to build on the Golden Week momentum through its Amazing Thailand, Mid-Autumn (Nihao Month) 2026 campaign. The programme will include large-scale familiarisation trips for key opinion leaders, Thai cultural activities, exclusive privileges for Chinese visitors and partnerships with travel businesses.
The campaign aims to reinforce Thailand’s reputation as a safe, high-quality destination while encouraging longer stays and greater spending through Chinese New Year 2027.
As Chinese travellers gain access to a wider range of international destinations, TAT said Thailand must focus not only on arrival numbers but also on offering stronger experiences that encourage visitors to stay longer, spend more and return.
