Thailand expects 250,000 Chinese Golden Week visitors

Thailand is expecting about 250,000 Chinese visitors during the 2026 Golden Week holiday period, with tourism revenue forecast at 11.5 billion baht.

The Tourism Authority of Thailand (TAT) said the projected arrivals between September 25 and October 7 would be 24% higher than in the same period last year. Revenue is expected to rise 37%, suggesting higher spending per visitor.

TAT governor Thapanee Kiatphaibool said China's travel market was showing clearer signs of recovery ahead of the National Day holiday, widely known as Golden Week.

Longer holidays could mean longer stays

This year's travel window covers both the Mid-Autumn Festival and China's National Day holiday, creating a 13-day break for many travellers.

TAT expects the average Chinese trip to Thailand to increase from around eight days to 13 days as visitors combine the two holidays. The longer stays could encourage travellers to visit more destinations and spend more during their trip.

Advance bookings for Thailand travel in October have risen 16%, while searches for flights from China to Thailand are up 24%, according to TAT. Shanghai, Guangzhou, Chengdu, Hangzhou and Chongqing are among the main departure cities.

Thailand has also become more price-competitive for Chinese travellers after the baht weakened by around 9.8% against the yuan.

TAT targets higher-value Chinese market

Thapanee said the stronger revenue growth compared with visitor numbers presented an opportunity to move the Chinese market towards higher-value and higher-quality tourism.

TAT will use the holiday period to step up promotion through its Amazing Thailand, Mid-Autumn (Nihao Month) 2026 campaign. Activities will include mega familiarisation trips for key opinion leaders, Thai cultural experiences, special privileges for Chinese tourists and cooperation with market partners.

The campaign is intended to reinforce confidence in Thailand as a quality and safe destination, while encouraging longer stays, greater spending and repeat visits. TAT also hopes to maintain the momentum through Chinese New Year 2027.

China remains one of Thailand's most important tourism markets, although Chinese travellers now have more destination choices and are increasingly willing to take longer-haul trips. TAT said Thailand's task was no longer simply to attract the largest possible number of arrivals, but to give visitors stronger reasons to stay longer, spend more and return.

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13 September 2026