Thailand Eyes 250,000 Chinese Tourists, 11.5 Billion Baht During Golden Week

The Tourism Authority of Thailand (TAT) anticipates approximately 250,000 Chinese tourists visiting during the extended Golden Week travel period from September 25 to October 7, projecting tourism revenue of around 11.5 billion baht. This forecast represents a significant year-on-year growth, with arrivals expected to increase by 24% and revenue by 37% over the 13-day span covering the Mid-Autumn Festival and China’s National Day holiday. TAT Governor Thapanee Kiatphaibool highlighted positive travel indicators, noting that October bookings to Thailand are up 16% and flight searches from China have risen by 24%. Demand is originating from major Chinese cities including Shanghai, Guangzhou, Chengdu, Hangzhou, and Chongqing. Direct flights connect Chinese travelers with key Thai destinations such as Bangkok, Chiang Mai, Phuket, and Udon Thani. The extended holiday is expected to encourage longer stays, higher spending, and exploration of a wider array of Thai destinations. With projected revenue growth outpacing arrival numbers, TAT views this as an opportunity to attract higher-value travelers and promote visits to areas beyond established tourism hubs. During this period, TAT will actively promote its "Amazing Thailand, Mid-Autumn (Nihao Month) 2026" campaign. This initiative will feature familiarization trips for key opinion leaders, immersive Thai cultural experiences, exclusive visitor privileges, and collaborative promotions with tourism partners.