Tourism Authority of Thailand casts spotlight on diversity of travel products at CITM 2024

The Tourism Authority of Thailand (TAT) presented its country’s diverse travel offerings at this year’s China International Travel Mart (CITM) from 22nd to 24th November.

The event was held at the National Exhibition and Convention Center in Shanghai.

Leading a delegation of 51 Thai tourism businesses and airline partners, TAT showcased the country’s appeal to premium Chinese travellers under the theme Let’s Have Fun in Amazing Thailand.

Led by tourism and sports minister Sorawong Thienthong, the Thai delegation showed off the government’s dedication to deepening ties with China ahead of the 50th anniversary of diplomatic relations in 2025.

Thienthong said: “This event underscores Thailand’s readiness to welcome Chinese travellers with enhanced safety and service standards, positioning Thailand as a top destination for both first-time and repeat visitors.”

A “must-do” destination

At the heart of Thailand’s participation was the Thai pavilion, spanning 361 square metres, which features interactive multimedia displays and engaging activities to showcase the kingdom’s vibrant attractions. 

Highlighted at the pavilion was the 5 Must-Do in Thailand campaign which invites visitors to: Savour Thailand’s culinary delights; Explore iconic landmarks and attractions; Discover hidden gems; Shop for authenticThai products; and Engage in enriching Thai experiences.

This initiative is part of TAT’s broader strategy to attract middle-class and affluent Chinese tourists, encouraging longer stays and increased spending while promoting Thailand as a dynamic and sustainable destination.

The biggest source market for tourism

From 1 January to 10 November of this year, Thailand welcomed more than 5.86 million Chinese visitors, making China the largest source market for international arrivals. 

Chinese tourists are drawn to Thailand’s renowned hospitality, cultural richness, and iconic attractions, with Shanghai emerging as a key hub for outbound travellers.

This strong performance is further buoyed by a 65 percent increase in flight seat capacity from last year, fuelled by new direct routes from Xi’an, Changsha, and Zhengzhou.

Supporting measures such as Thailand’s visa exemption policy for Chinese visitors and promotional campaigns like the Amazing Thailand Road Show to China, alongside TAT’s presence at CITM, are expected to drive Thailand toward its target of 7.3 million Chinese tourists this year.