‘Hello, Ni Hao’ campaign woos Chinese tourists back to Thailand
Influencers to spotlight safety and culture as Thailand battles image woes in key tourist market
Tourism and Sports Minister Sorawong Thienthong has unveiled the Hello, Ni Hao campaign, a bold new move aimed at rebuilding confidence in Thai tourism among Chinese travellers.
The initiative, which kicks off this month, will see more than 300 Chinese media professionals and influencers invited to Thailand to showcase the country’s attractions through social media and press coverage.
“This is about restoring trust and reshaping perceptions,” Sorawong said, as he outlined efforts to accelerate the rebound of the once-dominant Chinese market.
Between January 1 and April 28, Thailand generated 952 billion baht in tourism revenue, a 4.73% increase compared to the same period last year. While Chinese visitor numbers have dipped, this has been partly offset by growth in long-haul markets such as Europe and the United States.
Still, Sorawong acknowledged the importance of reigniting Chinese interest, calling the group a “priority segment.”
The ministry is set to meet with the Chinese ambassador next week, with discussions possibly leading to an invitation for the Chinese tourism minister to visit Thailand and help rebuild the country’s image.
Part of the effort involves debunking damaging fake news stories, such as false claims about organ trafficking in Pattaya, that have dented Thailand’s safety reputation.
“Fast-spreading misinformation in the digital age can harm our image. We must respond quickly and clearly.”
The minister also reaffirmed the government’s commitment to cracking down on transnational crime and “grey capital,” a term often associated with illicit Chinese businesses operating in Thailand.
To strengthen security, Thai Immigration has rolled out the online TM6 system, designed to better screen high-risk travellers and streamline border entry. Meanwhile, the Tourism Ministry is shifting its key performance indicators (KPIs) to focus not just on tourist numbers but also spending per head, particularly from the Chinese market, reported KhaoSod.
A domestic tourism stimulus campaign is also in the pipeline and will be submitted for Cabinet approval soon, signalling a broader strategy to boost both inbound and local travel this year.
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