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| China International Travel Mart (CITM) 2024 |
Thailand’s tourism industry is ramping up efforts to attract premium Chinese visitors as it celebrates the 50th anniversary of diplomatic relations with China. The Tourism Authority of Thailand (TAT) took center stage at the China International Travel Mart (CITM) 2024 in Shanghai, held from 22-24 November at the National Exhibition and Convention Center, with the theme “Let’s Have Fun in Amazing Thailand.” The event presented a golden opportunity to spotlight Thailand’s diverse tourism offerings and to strengthen ties with one of the country’s largest and most important markets.
Reinforcing Thailand-China Tourism Relations
Thailand’s participation at CITM 2024 was led by Mr. Sorawong Thienthong, the Minister of Tourism and Sports, who underscored the significance of the 50th anniversary of Thailand-China diplomatic relations in 2025. With China being Thailand's largest source market for international visitors, the delegation, comprising 51 Thai tourism businesses and key airline partners, aimed to showcase Thailand as an ideal destination for premium Chinese travellers. Mr. Thienthong highlighted the event’s role as a crucial platform for Thai tourism operators to connect with influential stakeholders in the Chinese travel industry.
“This event underscores Thailand’s readiness to welcome Chinese travellers with enhanced safety and service standards, positioning Thailand as a top destination for both first-time and repeat visitors,” said Mr. Thienthong.
The Thai pavilion at CITM 2024, covering 361 square metres, was a focal point of the country's presentation. It featured interactive displays and engaging activities designed to highlight Thailand’s cultural richness, vibrant attractions, and luxury offerings. A key element of this initiative was the “5 Must-Do in Thailand” campaign, which encourages visitors to experience the country’s diverse charm by focusing on five key aspects:
- Must Taste: Thailand’s world-famous cuisine,
- Must See: Iconic landmarks and tourist spots,
- Must Seek: Hidden gems off the beaten path,
- Must Buy: Authentic Thai souvenirs,
- Must Try: Enriching cultural experiences.
This comprehensive approach aims to draw in middle-class and affluent Chinese tourists, with an emphasis on encouraging longer stays, higher spending, and promoting sustainable tourism.
Driving Sustainable Tourism Growth
Ms. Thapanee Kiatphaibool, TAT Governor, emphasized the authority’s commitment to presenting Thailand as a modern, fun, and culturally rich destination that aligns with global trends toward sustainable tourism growth. “Our participation in CITM 2024 reflects our commitment to presenting Thailand as a destination that appeals to premium travellers while also fostering long-term, sustainable growth in the Chinese market,” said Ms. Kiatphaibool.
With tourism being a key pillar of Thailand’s economy, the TAT is keen to promote Thailand’s evolving role as a dynamic and sustainable travel destination. The long-term vision for tourism development includes an emphasis on unique, eco-conscious experiences that resonate with premium Chinese travellers seeking meaningful and enriching trips.
A Record-Breaking Year for Chinese Tourism
From January 1 to November 10, 2024, Thailand welcomed over 5.86 million Chinese visitors, reaffirming China’s position as Thailand’s largest source market for international tourism. With Shanghai emerging as a key hub for outbound travellers, Chinese tourists continue to flock to Thailand for its renowned hospitality, cultural richness, and iconic attractions such as Bangkok’s Grand Palace, Chiang Mai’s ancient temples, and the tropical beaches of Phuket.
The surge in tourism has been further fueled by a 65% increase in flight seat capacity from the previous year. New direct routes from Xi’an, Changsha, and Zhengzhou have made it easier than ever for Chinese travellers to visit Thailand. The easing of entry restrictions, including Thailand’s visa exemption policy for Chinese visitors, has also contributed to the strong growth in arrivals.
Targeting 7.3 Million Chinese Tourists in 2024
With the ongoing success of promotional campaigns such as the Amazing Thailand Road Show to China and Thailand’s prominent presence at CITM, the TAT is on track to meet its target of welcoming 7.3 million Chinese tourists by the end of 2024. This goal is within reach, thanks to the rising demand for travel to Thailand and the collaborative efforts of Thai tourism operators and stakeholders.
TAT’s strategic approach to targeting affluent and middle-class Chinese travellers has proven to be effective, and the continuous expansion of flight routes, coupled with sustained marketing efforts, ensures that Thailand will remain a top destination for Chinese tourists in the years to come.
Looking Ahead: A Bright Future for Thai Tourism
As Thailand and China celebrate 50 years of diplomatic relations, the future of Thai tourism looks bright. The country is well-positioned to continue its growth as a preferred destination for premium Chinese visitors, with an ever-expanding range of experiences to offer. With a focus on sustainable tourism, a commitment to enhancing visitor experiences, and a concerted effort to cater to the needs of Chinese travellers, Thailand’s tourism sector is set to thrive in the years ahead.
The China International Travel Mart (CITM) 2024 has once again proven to be a key milestone in driving the growth of Thai tourism. By building stronger relationships with China and focusing on the evolving needs of premium travellers, Thailand is poised to solidify its position as a leader in the global tourism market.
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