Thailand Launches ‘Sawasdee Nihao’ Campaign to Win Back Chinese Tourists

The Tourism Authority of Thailand launched “Sawasdee Nihao” to commemorate 50 years of Thai–Chinese diplomatic relations, aiming to enhance Thailand’s tourism image in China and strengthen partnerships through targeted engagement with Chinese travellers.

To commemorate 50 years of diplomatic relations between Thailand and China, the “Sawasdee Nihao” tourism campaign has been launched. Prime Minister Paetongtarn Shinawatra officiated the launch, emphasizing the role of tourism as a vital bridge connecting the two nations. The campaign aims to foster a sustainable tourism partnership, assuring tourists of a joyful, comfortable, and safe experience in Thailand.

Key initiatives and goals of the “Sawasdee Nihao” campaign include:

• Enhancing Travel Convenience and Infrastructure: The Thai government is committed to improving infrastructure and making travel more convenient for tourists.
• Upgrading Safety in Tourist Areas: Measures will be implemented to enhance safety and security in tourist destinations.
• Using Technology to Protect Tourists: Technology will be utilized to safeguard the lives and property of tourists.
• Developing New Destinations: Support will be provided for creating new attractions to draw international visitors.
• Boosting Confidence and Business Opportunities: The campaign is expected to increase confidence, create business opportunities, and enhance the tourism image of both countries.
• Reshaping Thailand’s Tourism Brand: The initiative reflects Thailand’s commitment to reshaping its tourism brand for the Chinese market and building lasting partnerships.

Last year, Chinese tourists remained Thailand’s largest source of international visitors, with over 6.7 million arrivals — thanks in part to the mutual visa exemption introduced on 1 March 2024. This policy has significantly boosted interest in Thai tourism. From 1 January to 27 May 2025, 1,909,862 Chinese tourists visited Thailand, surpassing visitors from all other markets, including Malaysia, Russia, India, South Korea, the UK, the USA, Germany, Japan and France.

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