The Tourism Authority of Thailand expects 250,000 Chinese tourists during Golden Week, generating 11.5 billion baht, with significant growth in arrivals, revenue, and promotion of diverse Thai travel experiences.
Key Points
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The Tourism Authority of Thailand (TAT) forecasts 250,000 Chinese tourists during Golden Week (Sept 25–Oct 7), generating 11.5 billion baht in revenue, marking 24% growth in arrivals and 37% in revenue year-on-year.
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Key demand originates from cities like Shanghai, Guangzhou, and Chengdu, with increased bookings (+16%) and flight searches (+24%) to Thai destinations such as Bangkok, Phuket, and Chiang Mai.
- The extended holiday encourages longer stays and higher spending; TAT’s “Amazing Thailand, Mid-Autumn 2026” campaign promotes cultural experiences and partnerships to diversify travel across Thailand.
The Tourism Authority of Thailand (TAT) forecasts a substantial influx of approximately 250,000 Chinese tourists during the extended Golden Week period from September 25 to October 7, 2026. This surge is projected to generate around 11.5 billion baht in tourism revenue, marking significant year-on-year growth of 24% in arrivals and 37% in revenue. These figures underscore a robust recovery and heightened interest from the Chinese market following the easing of travel restrictions and the appeal of Thailand’s diverse tourist offerings.
TAT Governor Thapanee Kiatphaibool highlighted encouraging travel indicators supporting this forecast. October booking rates from China have risen by 16%, while flight searches originating from key Chinese cities such as Shanghai, Guangzhou, Chengdu, Hangzhou, and Chongqing have increased by 24%. Direct flight routes connecting these urban centers to popular Thai destinations—including Bangkok, Chiang Mai, Phuket, and Udon Thani—are facilitating greater accessibility, enhancing the feasibility of travel during this peak holiday window.
The prolonged Golden Week period is anticipated to promote longer stays and higher expenditure per visitor, translating into a more lucrative tourism segment. This scenario presents TAT with the strategic opportunity to attract higher-value travelers and incentivize exploration beyond Thailand’s established tourism hubs. By encouraging diversification in travel experiences, Thailand aims to distribute tourism income more broadly while enriching visitor engagement with the country’s cultural and natural assets.
Central to the promotion of this period is TAT’s “Amazing Thailand, Mid-Autumn (Nihao Month) 2026” campaign, which integrates cultural celebrations with marketing efforts. The campaign encompasses familiarization trips targeting key opinion leaders, immersive Thai cultural experiences, exclusive visitor privileges, and collaborative promotions with tourism industry partners. Collectively, these initiatives aim to enhance the appeal and visibility of Thailand as a preferred destination during the Golden Week, strengthening long-term tourism ties with the Chinese market.
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