Butterbear to boost Thai tourism, targets 10% of Chinese fans

Butterbear, a beloved mascot in Thailand, will soon serve as a new presenter for Thai tourism, targeting to attract at least 10% of its one million Chinese fans to engage in tourism activities within the country.

The Tourism Authority of Thailand (TAT) aims to draw eight million arrivals from the Chinese outbound market, which is estimated to reach 130 million this year. In 2019, nearly 11 million Chinese tourists visited Thailand.

Nithee Sriprae, TAT Deputy Governor of Marketing Communications, revealed that the campaign featuring Butterbear, the latest Internet sensation, is designed to inspire travel, with the bear gaining thousands of new fans weekly.

Prime Minister Srettha Thavisin recently lauded Butterbear on social media, calling the mascot an inspirational figure that could encourage travel to Thailand.

Every weekend, both local and international tourists gather at the Butterbear store to watch the bear’s dance performances and queue for photos at the EmSphere shopping mall in Bangkok.

Fans reportedly start queuing as early as 4.30am to secure a photo opportunity during the designated period beginning at 2pm. Recently, Butterbear was invited by luxury brand Gucci to visit its exhibition.

Nithee mentioned that the promotional campaign with Butterbear will run for three to six months, starting in August. The campaign will feature Butterbear visiting famous tourist sites and participating in activities such as shopping, dining, and visiting iconic locations like the Temple of Dawn and Song Wat.

In addition to promotional videos, the campaign will engage Butterbear in various activities, offering promotions and lucky draws. TAT aims to reach 20% of Butterbear’s fanbase, both domestically and internationally.

The campaign aligns with a trend in the Chinese market, where female tourists accounted for 69% of customised outbound tours in 2023.

Earlier this month, TAT introduced the Chinese art toy mascot Labubu as another tourism promoter, aiming to sell at least 20,000 tour packages to Labubu’s fans in China. Following the partnership announcement with Pop Mart, Labubu’s official merchandiser, online users urged the TAT to consider Butterbear for a similar role.

From January to mid-July, Thailand welcomed 3.7 million Chinese travellers. TAT remains optimistic about meeting the eight million target, contingent on strong high-season demand later this year, reported Bangkok Post.