Thailand Eyes Chinese Visitors During Lunar New Year 2026

As the 2026 Lunar New Year — Year of the Horse approaches, Thailand is intensifying its efforts to attract travellers from China, a historically crucial market for its tourism sector.

During Lunar New Year — the most important holiday in the Chinese calendar — millions of people travel domestically and abroad to celebrate with family and take advantage of extended time off. Many Chinese travellers are eager to explore popular overseas destinations during this period, and Thailand has steadily positioned itself as one of the top choices in Southeast Asia. In 2026, Thai officials and tourism stakeholders are doubling down on campaigns, partnerships, and cultural events tailored specifically for Lunar New Year visitors.

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Why Chinese Tourism Matters to Thailand

Before the COVID‑19 pandemic, Chinese tourists were Thailand’s largest international arrival segment. According to tourism statistics, Chinese visitors accounted for millions of arrivals each year and contributed billions in tourism revenue. Even after pandemic disruptions, the rebound in outbound Chinese travel has been significant — and Lunar New Year remains a key peak period.

Recognizing this, the Tourism Authority of Thailand (TAT) has organized special strategies to attract more Chinese holidaymakers, framing Thailand as a welcoming, culturally resonant destination during this festive period.

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Campaigns and Cultural Positioning

One of the most notable initiatives is Thailand’s campaign titled “Zhong Tai Yi Jia Qin — China and Thailand Are One Family.” The name reflects an emphasis on strengthening cultural ties and making Chinese visitors feel at home in Thailand.

This theme is more than a tagline. Local governments and tourism agencies are collaborating with Chinese partners — including travel platforms, airlines, and retail brands — to tailor promotions for this holiday window. Key activities include:

• Lantern displays in major Thai cities to reflect cultural symbols associated with the Chinese New Year.

• Lion and dragon dances at shopping districts and tourist hotspots.

• Cultural performances featuring Chinese arts and music.

• Interactive experiences such as lantern‑making workshops, traditional calligraphy booths, and couplet exchanges.

• Family‑friendly events in provinces like Nakhon Sawan and Hat Yai that are historically popular with overseas visitors.

The goal is to blend traditional Thai hospitality with elements of Chinese festive culture, creating a holiday experience that feels both familiar and novel.

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Economic Expectations and Revenue Impact

Tourism officials expect the Chinese New Year surge to bring substantial economic benefits. According to projections from the TAT, the holiday period alone could generate upwards of 42 billion Thai baht (about $1.3 billion) in revenue — outperforming previous years. This estimate accounts for spending on accommodation, dining, transportation, shopping, and cultural activities.

Retail and hospitality sectors, especially in Bangkok, Phuket, Chiang Mai, and other major destinations, stand to benefit the most. Luxury retailers, shopping centres, and restaurants often roll out holiday‑specific promotions to capture both local celebrants and visiting Chinese consumers known for strong seasonal spending.

Local small‑business owners also anticipate higher traffic. Street markets, night bazaars, and cultural festivals are expected to see a notable uplift in footfall, especially in areas that host Lunar New Year festivities with Thai‑Chinese cultural themes.

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Flights, Hotels and Infrastructure Preparations

Thailand’s airports are gearing up for a busy period. Authorities are expected to handle millions of passengers through major hubs such as Suvarnabhumi International Airport and Don Mueang International Airport, with Chinese carriers increasing flight capacity and Thai airlines adding routes to accommodate the Lunar New Year travel boom.

Hotel occupancy is also anticipated to surge. Major cities and resort destinations have reported strong booking trends for the holiday period, with many Chinese travel groups opting for packages that combine beach time, cultural tours, and shopping experiences.

Travel agencies in China are promoting Thailand alongside other popular overseas destinations such as Japan and Russia, citing Thailand’s warm climate, visa‑friendly policies, and relative affordability as major selling points.

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Challenges and Travel Perceptions

Despite the enthusiasm, Thailand faces challenges in regaining the confidence and travel preferences of Chinese tourists. In recent years, geopolitical factors and isolated safety incidents have dampened outbound travel sentiment among some Chinese travellers.

For example, a widely publicized safety concern involving a Chinese celebrity raised questions about personal security, and authorities have responded with renewed efforts to assure travellers of their safety. Thai officials have emphasized commitments to public safety policies and strengthened cooperation with Chinese authorities to maintain secure travel environments.

Beyond safety, Thailand also contends with regional competition. Neighbouring destinations such as Vietnam, Malaysia, and Singapore are actively promoting holiday packages to Lunar New Year tourists, combining cultural events with travel incentives like discounted flights and curated experiences. Other East Asian destinations like Japan and South Korea also remain strong competitors due to visa facilitation and distinctive cultural offerings.

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Pricing and Value Perceptions

Thailand’s tourism price competitiveness also plays a role. A relatively strong Thai baht can make travel more expensive compared to neighbours, and price‑sensitive Chinese travellers may opt for alternate Southeast Asian destinations that offer lower costs.

In response, travel operators and hotels have introduced promotional packages designed to provide value — such as bundled deals on accommodations, meals, and cultural tours — to keep holiday travel within budget thresholds that appeal to middle‑income Chinese families.

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Thematic and Cultural Events Across Thailand

Thailand’s celebration approach is not uniform. Each region emphasises different elements of festivities that reflect local culture and appeal to diverse visitor interests:

Bangkok

The capital city often hosts large festival events in Chinatown (Yaowarat), a historic district known for its vibrant Chinese heritage. Lanterns, cultural performances, and night markets create a festive mood that draws both locals and tourists.

Hat Yai

Located in southern Thailand, Hat Yai has a significant population of Thai‑Chinese heritage and is popular with Chinese tourists. Local parades, temple fairs, and food festivals reflect a blend of Thai and Chinese New Year traditions.

Nakhon Sawan and Suphan Buri

These provinces showcase colourful cultural events, including community performances, lantern parades, and interactive workshops that spotlight traditional arts and crafts.

These thematic experiences contribute to Thailand’s positioning as more than a beach destination — but also a place where cultural connection and celebration are central.

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Strategic Bilateral and Cultural Diplomacy

Thailand’s Lunar New Year campaigns are not just commercial but also part of broader cultural diplomacy efforts. In 2026, celebrations are aligned with milestones in Thailand‑China bilateral relations, underlining both nations’ diplomatic ties and people‑to‑people exchanges.

Government officials and tourism leaders have framed the celebration as a testament to friendship and mutual cultural respect, aligning tourism promotion with long‑term diplomatic engagement. This enhances Thailand’s image not just as a holiday destination, but as a cultural bridge for Chinese visitors.

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Chinese Travellers’ Preferences and Trends

Understanding current Chinese traveller behaviour is crucial. Outbound Chinese tourists increasingly seek experience‑driven travel, blending leisure, cultural immersion, and social‑media‑friendly attractions.

Experiences that frequently appeal include:

• Local culinary tours featuring Thai‑Chinese fusion cuisine

• Interactive cultural immersion events

• Scenic experiences (beaches, national parks, architecture)

• Night markets and shopping districts tailored for tourists

• Family‑friendly attractions such as theme parks and cultural villages

Travel planning platforms in China often highlight these elements in itineraries that balance relaxation, exploration, and cultural appreciation — a trend Thailand’s tourism strategy attempts to capture.

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Looking Ahead: Beyond Lunar New Year

While Lunar New Year is a peak travel moment, Thailand’s strategies suggest a long‑term vision to maintain strong Chinese tourism year‑round.

Initiatives include:

• Expanding visa facilitation measures in partnership with Chinese authorities

• Joint promotional campaigns throughout major Chinese travel seasons — not just Lunar New Year

• Partnerships with digital travel platforms to create Thailand‑focused content and tailored deals

• Incentives for multi‑city travel packages linking Thailand with neighbouring ASEAN destinations

These efforts suggest Thailand is positioning itself not just for a festive surge in February 2026 — but for sustainable tourism growth as part of China’s broader outbound travel resurgence.

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Conclusion: A Timely Opportunity

Thailand’s focus on attracting Chinese visitors during the 2026 Lunar New Year reflects both economic necessity and cultural understanding. Tourism remains a linchpin of the Thai economy, and Chinese travellers — once the largest source of foreign visitors — are central to recovery and growth.

Through targeted campaigns, culturally resonant events, and strategic partnerships, Thailand hopes to capture significant traffic during one of the busiest travel windows of the year.

But the effort also requires addressing structural challenges — from safety perceptions to regional competition and pricing.

If Thailand’s approach succeeds, the 2026 Lunar New Year could mark not only a tourism boom but a renewed chapter in Thailand‑China cultural and economic exchange — one that resonates well beyond holiday travel.