Thailand ‘buzzing’ with travel boom as Chinese tourists back in droves
South China Morning Post
by Aidan JonesFebruary 22, 2026
AI-Generated Deep Dive Summary
Thailand is experiencing a significant travel boom as Chinese tourists return in large numbers, signaling a promising recovery for the country’s tourism sector. With resorts in Pattaya nearing capacity and Bangkok’s restaurants thriving, the Lunar New Year holiday has seen a surge in visitors, with over 30,000 Chinese arrivals daily since January. The Tourism Authority of Thailand (TAT) predicts 241,000 Chinese travelers during the February 13-22 period alone, bringing the total for the year to well over one million by mid-2026.
This rebound comes after years of challenges, including safety concerns, economic uncertainties in China, and the appeal of alternative destinations like Vietnam due to a strong Thai baht. To reclaim its position as a top destination for Chinese travelers, Thailand has invested heavily in targeted marketing campaigns. These efforts include hiring an army of Chinese influencers to attract multigenerational families and Gen Z travelers, who prefer smaller group tours over traditional large-scale excursions.
A key part of this strategy is the "Amazing Thailand" promotion campaign, featuring K-pop star Lalisa Manobal (née Lisa), a Thai-born member of Blackpink. This initiative has resonated with younger audiences, helping to reposition Thailand as a must-visit destination. While final Lunar New Year numbers are pending, early indicators suggest that Thailand’s efforts have successfully addressed past issues and reignited interest among Chinese travelers.
The success of this campaign highlights the importance of cultural relevance and targeted marketing in rebuilding international tourism. As Thailand continues to recover from the pandemic, its ability to adapt and innovate—by leveraging both traditional and modern promotional methods—serves as a model for other countries striving to revive their travel industries. The return of Chinese tourists not only boosts Thailand’s economy but also reaffirms its status as a leading destination in Asia and beyond.
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Originally published on South China Morning Post on 2/22/2026