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Thailand and China boost tourism ties
Thailand has unveiled a strategic tourism agenda aimed at strengthening its partnership with China, following the visit of China's Foreign Minister, Wang Yi, from 23 to 25 April 2026. The agenda was presented during Wang's meeting with Thailand's Prime Minister, Anutin Charnvirakul, as part of the 3rd Thailand–China Foreign Ministers’ Consultation Mechanism. The Tourism Authority of Thailand (TAT) aims to position tourism as a pivotal element in enhancing bilateral relations, targeting 4.72 million Chinese visitors and generating at least $7.3 billion (260 billion Baht) in tourism revenue by 2026. TAT Governor Thapanee Kiatphaibool emphasised the importance of China as a key tourism market, stating, “This high-level diplomatic engagement provides a timely platform to advance structured, long-term cooperation.” The agenda promotes a balanced approach to tourism, focusing on high-value, safe, and meaningful travel experiences. It proposes the establishment of a Thailand–China Tourism Partnership from 2026 to 2030, encouraging cooperation between national and local agencies to support subnational collaboration and balanced tourism flows. Key areas of focus include health and wellness, sports tourism, cultural events, gastronomy, and MICE (Meetings, Incentives, Conferences, and Exhibitions). The agenda also highlights emerging sectors such as medical and wellness tourism and film and pop culture tourism, under the concept “Healing is the New Luxury.” Further initiatives include expanding air connectivity, co-branded events, and leveraging digital platforms for targeted marketing. TAT also proposes collaboration on tourist safety and satisfaction, with a joint communication protocol and personnel exchanges to align standards. The formation of a joint tourism working group and pilot projects in 2026–2027 are recommended to sustain engagement and deliver lasting outcomes, underlining the shared community concept of “Zhong Tai Yi Jia Qin” — China and Thailand are one family This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
Labour Day travel surge sees Singapore and China bookings rise
Representative Image International travel is experiencing a significant boost this Labour Day holiday, with outbound flight bookings from Singapore and China rising by 15% year-on-year, according to data from Trip.com Group. The extended five-day holiday in China, from 1 to 5 May, has encouraged more Chinese travellers to explore international destinations, often visiting multiple cities in one trip. For Chinese travellers, popular destinations include Seoul, Bangkok, and Singapore, alongside island favourites like Phuket and Bali. Domestically, Shanghai, Beijing, and Chengdu remain top choices. "This Labour Day holiday marks a significant surge in outbound travel from both Singapore and China," said Edmund Ong, Senior Regional Director at Trip.com. He noted the appeal of short- and mid-haul Asian getaways during this period. Singaporeans are also taking advantage of their three-day break, with a 15% increase in outbound flight bookings. Destinations such as Kuala Lumpur, Bangkok, and Seoul remain popular, whilst cities like Shanghai, Guangzhou, Sydney, and Tokyo have seen over 30% growth in bookings. The data indicates a growing interest in both familiar and new destinations. Accommodation preferences show a strong inclination towards hotels, with nearly 90% of Singaporean travellers and 80% of Chinese travellers opting for hotel stays. This trend highlights a preference for comfort and established hospitality services. China continues to be the leading source of inbound tourists to Singapore during the Labour Day holiday, followed by Malaysia, Thailand, Indonesia, and the Philippines. This influx underscores the enduring appeal of Singapore as a travel destination This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
“The world knows nothing about them”: Wendy Wu urges push for China’s hidden gems
Globally-renowned tour operator and travel professional Wendy Wu graced yesterday’s TDM Global Summit in Bangkok, taking the spotlight in a fireside chat titled From Hidden Gems to Global Demand: A Specialist Touring Playbook. During the talk, Wu declared that China’s hidden gems, lesser-known destinations that have their own unique appeal for travellers, need to be shown off and, in doing so, raise the country’s profile as a potential growth sector for global tourism. According to Wu: “These places are precious and unique, and to Chinese travellers, they are just so good. But the rest of the world knows nothing about them.” For Wu, the important thing is for travel companies and tour operators to identify these destinations, seek them out, and do their part to grow and develop them to their full potential. As she put it: “When you do that, you’ve done a good job and it’s a win-win situation for both the destination and the country, as well as your company. You and your company will be shaped by it, especially when you create a demand for the destination.” Indeed, creating a demand for these lesser-known locations lays down the foundation for significant cultural and economic growth all around. Why lesser-known locales matter Note that we have so far avoided referring to these locations as secondary destinations which is a term we find derogatory as these cities and provinces stand to boom into major stops in their own right. Indeed, where China is concerned, lesser-known locations can expand the range of attractions the country can offer to global travellers. At the same time, it also helps decongest major cities like Beijing and Shanghai, as well as special autonomous regions Hong Kong and Macao, thus alleviating the adverse impact of overtourism. Furthermore, pitching these destinations to the world can bring out a number of promotional innovations, including the use of augmented and virtual reality (AR/VR), night tours that give travellers a different look at familiar places, as well as developing attractions and amenities to suit the needs of a growing number of people seeking high-quality and luxury experiences. The benefits of boosting China’s hidden gems Identifying and developing hidden gem destinations can bring on a number of benefits for China and its people. These include: Greater diversification and reduced overcrowding Diverting travellers’ focus towards these little-known places reduces the strain that overtourism puts on the resources of primary destinations, resulting in more comfortable and enjoyable experiences that encourage greater tourist spending; Cultural immersion through technology Scenic areas like Chongqing and Anhui are combining their amazing landscapes with advanced imaging technology to create truly unique immersive experiences that pique visitors’ curiosity, pushing them to explore further and learn more about these destinations; Authentic experiences can draw in high-quality travellers Giving younger, more adventurous travellers the opportunity to experience local lifestyles and a region’s natural attractions goes a long way towards attracting the right sort of traveller and help boost the growth of local communities, thereby encouraging societal and economic growth; and Infrastructural improvement Developing hidden destinations is a game-changer where infrastructure and connectivity are concerned, as we will see the development of attractions, as well as transportation measures and accommodations. For Wu, the development of these destinations does not rely on government agencies alone; indeed, it demands effort from all those with a stake in both national and local tourism. As she put it: “We all work together to enhance the customer's experience from the beginning to the end. I think all of us can work together; and when we work together, then we grow faster.”
Juneyao’s expansion bet as China Eastern pulls back
The “split” between Juneyao Airlines and China Eastern may be approaching its final stage. In April, Juneyao announced that its second-largest shareholder, China Eastern Investment, had again reduced its stake. Earlier, Juneyao’s controlling shareholder JuneYao Group had gradually exited its holdings in China Eastern. What began six years ago as a strategic “marriage” in China’s aviation sector is now edging toward separation. The deep ties once built through cross-shareholdings and executive exchanges are giving way to strategic decoupling and shrinking collaboration. In many ways, this experiment reflects a broader shift in China’s airline industry. At its core, the unraveling of ties between China Eastern and Juneyao Airlines has been driven by a mix of internal and external factors. On one hand, their route planning has shifted from coordinated deployment and slot complementarity to independent scheduling. Cooperation on peak-hour capacity has declined sharply, while international traffic rights applications have moved from joint submissions and shared stations to separate expansion. Since 2025, China Eastern has launched routes to Tashkent and Adelaide, while Juneyao has added Sydney and Melbourne, with not a single joint route between them. On the other hand, new cooperation has come to a halt. Since 2019, there have been no new joint ventures, and coordinated planning across markets, networks, and cost strategy has been suspended. Both sides are now pursuing their own development paths. Ultimately, the gradual split reflects a combination of capital and operational considerations. As the relationship shifts from synergistic win-win to separate efforts at self-preservation, Juneyao Airlines is increasingly relying on itself, betting on expansion to push through the pain of transition. Read English Version
China-Canada flights finally poised for an increase
On April 20 local time, Transport Canada issued a notice announcing an increase in passenger and cargo flight capacity between China and Canada. Each side will be allowed to operate up to 20 cargo flights per week, while restrictions on all domestic points in both countries will be fully lifted. This means the long-sluggish China–Canada market may finally see a meaningful increase in flights. Alongside China–US routes, China–Canada remains one of the slowest major international markets to recover. More flights could help bring down persistently high airfares, though they may also put pressure on airline yields. At present, six mainland Chinese carriers operate China–Canada flights: Air China, China Eastern Airlines, China Southern Airlines, Xiamen Airlines, Sichuan Airlines, and Hainan Airlines. Capital Airlines, which served Canada before the pandemic, has yet to resume the route. On the Canadian side, Air Canada remains the only carrier currently operating flights. It was not until October 25, 2024, that Canada removed the restriction barring direct flights from Beijing to Canada, allowing Chinese and Canadian carriers to expand services to up to 24 flights per week each. Even so, that level remains far below pre-pandemic volumes. Before COVID-19, weekly flights between China and Canada exceeded 70. Notably, Air Canada has yet to fully utilize its previously approved capacity. Industry sources said that because flights still need to avoid Russian airspace, and given limited crew and aircraft resources, the carrier has been prioritizing more profitable transatlantic routes. Maintaining limited capacity on China–Canada services also helps sustain current fare levels. Overall recovery on the China–Canada corridor remains weak. According to the latest data from VariFlight, the market has recovered to just 31.8% of pre-pandemic levels, with Chinese carriers accounting for nearly 70% of total capacity.
China’s airport surge: Shanghai Pudong climbs to No. 5 globally
The latest annual ACI global airport traffic rankings are out: Hartsfield–Jackson Atlanta International Airport, Dubai International Airport, Tokyo Haneda Airport, Dallas/Fort Worth International Airport, and Shanghai Pudong International Airport ranked among the global top five. Guangzhou Baiyun International Airport has re-entered the top ten. Shanghai Pudong, for example, rose from No. 10 in 2024 to No. 5, jumping five places in just a year and emerging as the clear fastest riser among the top ten. Notably, last month also saw the release of the 2025 global city rankings by airport passenger traffic. Shanghai, with a combined total of 135 million passengers across Pudong and Hongqiao, entered the global top three for the first time. It also surpassed Tokyo (Haneda + Narita) to become Asia’s busiest aviation city. A similar rebound is evident in Guangzhou. In 2025, Guangzhou Baiyun handled 83.583 million passengers, rising from No. 12 in 2024 to No. 9 and rejoining the global top ten. Overall, the top ten ranking points to a more structural shift: Mature North American markets are seeing slower growth as leading hubs enter a more stable phase, while Chinese airports are accelerating their recovery and moving back onto an upward trajectory. At the same time, Middle Eastern hubs—represented by Istanbul Airport—are reshaping global traffic flows through their expanding transfer networks.
Tourism Authority of Thailand and Dida team up to bring Trusted Thailand to China
The Tourism Authority of Thailand (TAT) and global travel technology firm Dida formally signed a strategic partnership earlier today, 21st April, at the Dusit Thani Bangkok. Signed by TAT governor Thapanee Kiatphaibool and Dida Holdings chief executive Daryl Lee, the letter of intent (LOI) designates Dida as TAT’s lead digital distribution partner for the “Trusted Thailand” initiative in the China market. That said, this partnership is rooted in TAT’s New Thailand vision and its flagship Amazing Thailand campaign, specifically focusing on the theme Unforgettable Experience: Healing is the New Luxury. Kiatphaibool said of the partnership: “True luxury is no longer defined by a price tag, it is defined by experiences that nourish the soul through Trusted Thailand, we are ensuring that every visitor arrives not just with excitement, but with confidence, trust, and the certainty that Thailand will deliver an unforgettable experience.” It is expected that this new TAT-Dida partnership will successfully present the Trusted Thailand programme to Chinese travellers, again encouraging them to make their way to Thailand for the best that the Southeast Asian nation can offer. Where Dida comes in To ensure rapid execution, Dida is set to launch a dedicated Trusted Thailand China Acceleration Programme. As part of this initiative, the travel tech firm committed a minimum of RMB 2.5 million over the next 90 days from today to drive demand generation, content development, and experience-led product creation for Thailand in the China market. According to Lee: “This partnership is built on the foundation that TAT has already established, providing a genuine commitment to safety, authenticity, and experience. In today’s market, travellers decide where they want to go long before they open a booking platform. Our role is to ensure Thailand is present at that earlier moment, when inspiration becomes intent. This is about turning trust into real demand” By aligning data-driven demand creation with TAT’s vision for sustainable, experience-led tourism, the TAT-Dida partnership aims to establish a new model for how destinations engage with the modern traveller. By doing so, it attracts higher-value visitors, extends tourism benefits to emerging destinations across the Kingdom, and builds the long-term traveller confidence that turns first-time visitors into loyal advocates for Thailand. More than a destination Per the overarching theme, Thailand is more than just another destination, but more of a sanctuary where travellers can restore balance, reconnect with purpose, and return home inspired. TAT’s strategy rests on three pillars: strategic market expansion, digital innovation, and the Trusted Thailand initiative which is proof of its commitment to setting a new gold standard for safety, quality, and authenticity across the tourism ecosystem. At the same time, Trusted Thailand ensures the security of Chinese travellers through on-the-ground safety infrastructure, tourist police, a 24-hour multilingual hotline, and real-time support systems with proactive communication. Paving the way for easier travel decisions Today’s travel decisions are increasingly made before a traveller even logs into a booking platform. Indeed, inspiration, intent, and destination choice are now shaped earlier through social content, peer influence, and digital discovery. By combining TAT’s national tourism strategy with Dida’s demand intelligence and distribution capabilities across Xiaohongshu, Wechat and ecosystem partners such as Tencent and Huawei, the initiative aims to connect inspiration directly to booking seamlessly and at scale. Likewise, the TAT-Dida partnership reflects a shift in traveller behaviour where confidence and trust play an increasingly central role in decision-making.
Vietnamese airline adds 5 China routes, leases 10 C909 aircraft
When many airlines are still cutting routes due to persistently high fuel costs, Vietnamese carriers are continuing to expand capacity into China’s second- and third-tier cities. On April 15, VietJet Air announced the launch of five new direct routes between China and Vietnam: * Hanoi – Hangzhou * Hanoi – Enshi * Hanoi – Huangshan * Huangshan – Ho Chi Minh City * Ho Chi Minh City – Guilin Among them, the Hanoi–Enshi and Ho Chi Minh City–Guilin routes began operations in early April, with 1–2 weekly flights. The Hangzhou and Huangshan routes are expected to launch soon. From a network perspective, this expansion is clearly targeting China’s lower-tier cities. Enshi, Huangshan, and Guilin are all popular tourism destinations, while Hangzhou serves as a key gateway in the Yangtze River Delta. Direct links to Hanoi and Ho Chi Minh City help fill gaps in connectivity between Vietnam and regions such as the Wuling Mountains and southern Anhui. This suggests that VietJet is extending its China network beyond major gateway cities toward higher-growth tourism destinations and regional markets. Looking more broadly, VietJet’s China strategy is also tied to deeper industrial collaboration. On April 19, 2025, two C909 aircraft wet-leased from Chengdu Airlines to VietJet were deployed on routes serving Hanoi, Con Dao, and Ho Chi Minh City, marking the commercial debut of Chinese-made aircraft in Vietnam. More recently, VietJet also signed a finance lease agreement with SPDB Financial Leasing to introduce 10 C909 aircraft. The deal was reached during a visit to China by Vietnam’s new leadership and forms part of a broader package of bilateral agreements.
China expands silver travel services as accessibility becomes a national priority
It is no secret that silver tourism, essentially travel products catering to a market over the age of 65, is becoming big business throughout the world. Especially in rapidly ageing nations like China, Japan, and much of Western Europe, people who are considered senior citizens are travelling the world while their health still holds; after all, they do have the time and the material resources to do so. Silver tourism in China, in particular, is becoming seriously big business, all set to boom into a market worth US$396 million by 2028. However, for all that it may grow, the Chinese silver tourism scene is riddled with major challenges involving infrastructure, technology, and product development. What are the specific challenges the industry needs to confront to help older travellers? A booming market In January of this year, the Chinese government announced its plans to develop the country’s senior economy, and silver travel is one of the focus areas covered by the Communist Party of China’s 15th Five-Year Plan which covers the period from 2026 to 2030. Authorities have noted that an increasing number of Chinese seniors are actively engaging in leisure travel, not just locally but internationally. Older Chinese travellers are making the most of visa-free entry into a number of nations throughout the world, and those over the age of 60 now make up more than 20 percent of outbound tourists. As a result, both hospitality and transportation have made it a point to weave together dignity and comfort for older travellers in their services and amenities. A key example Consider this: China’s rail travel system is now equipped with carriages for older travellers which come with accessibility measures, as well as bathrooms within close proximity and trained medical staff on board. Likewise, older travellers get to enjoy entertainment options, more flexible travel schedules, and meals vetted by both chefs and dietitians to satisfy their nutritional needs without compromising flavour and quality. As of Q3-2025, it is estimated that more than a million older travellers have benefited from such measures, enabling them to enjoy themselves in their golden years in or out of the company of their families. The issues hampering sectoral growth This does not mean, however, that the development of silver tourism in China is running smoothly. Far from it: there are major concerns regarding both technological application and infrastructure which are keeping the industry from coming into its full potential. Chief among these are: Digital illiteracy Let us face it: in China as it is anywhere else in the world, the bulk of baby boomers have issues accessing and using mobile applications. Even those who are more or less versed in the use of desktop computers find booking trips online a challenge. In an economy rapidly shifting to an all-digital paradigm, this is a pressing issue; Challenging infrastructure While major cities like Beijing, Shanghai, and Shenzhen, as well as special autonomous regions Hong Kong and Macao offer extensive assistance for older travellers, such amenities may not always be available in the country’s secondary cities and in smaller localities; The wrong product pitched to the wrong market For the most part, Chinese travel agencies tend to pitch multi-destination itineraries where tours are carried out at a rapid pace that older travellers struggle to keep up with. Likewise, silver travellers find themselves challenged by transportation options that are not equipped to meet their needs, as well as menus that may not be in keeping with their dietary requirements; Personal economics While travel has become more common among the Chinese, this does not mean that everyone has the means to do so. Keep in mind that many older Chinese live on fixed incomes and, much as they would like to head on a vacation away from home, they may not be able to afford it; Medical safety and insurance While rail travel comes with provisions for individual safety as well as relevant medical services for older travellers, keep in mind that not all modes of transportation offer such amenities as yet. Also, travel is risky for older Chinese as travel insurance is not a common purchase for the demographic. Indeed, it is estimated that only 0.36 percent of Chinese travellers over 60 have availed of travel insurance. On a positive note, however, if China is able to find solutions for the issues mentioned in this feature, then there is no reason why silver tourism shouldn’t become a key area for growth in the country’s travel industry.
China Eastern Airlines resumes Kolkata-Kunming flights
China Eastern Airlines has resumed its direct flights between Kolkata and Kunming, enhancing air connectivity between India and China. The service, which began on 19 April 2026, operates six times a week, offering both Business and Economy Class options. This move follows the successful relaunch of the airline's Delhi–Shanghai service last year, furthering its commitment to strengthen ties between the two nations. The inaugural ceremony at Kolkata Airport featured a lamp lighting event attended by Liu Yonghong, General Manager for India at China Eastern Airlines, and JB Singh, Director of InterGlobe Air Transport. They were joined by Xu Wei, Consul-General, and Qin Yong, Deputy Consul-General, from the Consulate-General of the People’s Republic of China in Kolkata, alongside officials from the Airports Authority of India. The flight schedule includes: - Kolkata to Kunming: Flight MU556 departs at 01:10, arriving at 06:20, operating every Monday, Tuesday, Thursday, Friday, Saturday, and Sunday. - Kunming to Kolkata: Flight MU555 departs at 23:55, arriving at 00:10 the following day, operating every Monday, Wednesday, Thursday, Friday, Saturday, and Sunday. InterGlobe Air Transport, the airline's exclusive General Sales Agent in India, facilitates this expansion by managing commercial and operational functions. The Kunming–Kolkata route is strategically significant, promoting trade, tourism, and cultural exchange. Passengers can connect seamlessly to major Chinese hubs such as Shanghai and Beijing Daxing. Looking forward, China Eastern Airlines plans to expand its presence in India with new routes, including Mumbai–Shanghai, offering Indian travellers greater access to China and beyond This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
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