Thailand Sees Resurgence in Chinese Tourist Arrivals During Lunar New Year 2026

Thailand has experienced a remarkable return of tourists, whereas the Lunar New Year 2026 brought a substantial rise in Chinese visitors to the country. The country’s tourism industry has made a notable recovery from previous years, largely driven by proactive marketing efforts and the easing of safety concerns that had previously deterred travellers. The holiday season in Thailand has seen increased bookings because Chinese tourists have returned to the country, particularly in Pattaya and Bangkok.

Lunar New Year Brings a Surge in Chinese Visitors

Since the beginning of January 2026, Thailand has welcomed more than 30,000 Chinese tourists per day, significantly contributing to the country’s overall tourism numbers. The Tourism Authority of Thailand (TAT) anticipates that around 241,000 Chinese travellers will have visited the country during the Lunar New Year period from February 13 to 22, 2026. These numbers reflect a significant uptick compared to previous years, and the TAT is optimistic that the total for the year will surpass 6 million Chinese visitors.

This is a welcome rebound after Chinese tourist numbers had dropped by nearly 30 percent in the previous year, as Thailand’s tourism had struggled with perceptions of safety concerns, particularly regarding scams, and high travel costs. The strong baht had also led Chinese visitors to explore more affordable destinations like Vietnam. However, this year’s boost signals a strong recovery, with tourism officials predicting continued growth throughout 2026.

Targeted Campaigns and Cultural Connections Drive Growth

A major factor in this resurgence is Thailand’s targeted marketing campaigns, aimed at attracting Chinese families and independent travellers. For instance, the Tourism Authority of Thailand invested heavily in Chinese influencers and social media campaigns, focusing on multi-generational family travel and Gen Z travellers. These campaigns specifically emphasise Thailand’s diverse offerings, which include luxury shopping, family-friendly resorts, and vibrant cultural experiences that resonate with Chinese tourists.

One notable element of the campaign includes the promotion of Thailand’s Lunar New Year celebrations, such as the lion dance performances in Chinatown and the Louis Vuitton pop-up hotel in Bangkok. These events attract a broad Chinese audience, contributing to the festive atmosphere that draws tourists to Thailand during this special time of the year. Social media posts showing vibrant fireworks and traditional performances at places like Iconsiam and Bangkok’s Chinatown have gone viral, further driving interest in the destination.

Pattaya and Bangkok Lead the Way in Chinese Tourist Activity

Pattaya, long a favourite among Chinese tourists, has seen booking rates reach 75-80 percent for key tourist areas, primarily made up of independent travellers (FIT) and family groups. As Thai resorts gear up to meet the demand, businesses in Pattaya are seeing a boost in both occupancy rates and spending, making the resort city one of the top performers in terms of Chinese holidaymakers. This is a stark contrast to previous years when demand had dipped considerably.

Similarly, Bangkok is buzzing with activity, with restaurants, shopping malls, and tourist attractions doing exceptionally well. The luxury retail sector, including pop-up events like the Louis Vuitton pop-up hotel, has seen full bookings, as Chinese visitors indulge in shopping experiences that were once less accessible due to the pandemic. Local businesses are capitalising on this influx, offering tailor-made packages that cater to the preferences of Chinese travellers, including guided tours, special events, and exclusive access to cultural performances.

Challenges: High Costs and Strong Baht Remain Concerns

Despite the optimistic outlook, Thailand’s currency continues to present challenges. The strong baht has made Thailand’s prices less competitive compared to other Southeast Asian destinations like Vietnam and Indonesia. Chinese visitors, accustomed to more budget-friendly travel options, have voiced concerns about Thailand’s increasing costs. One social media post highlighted the fact that Thailand’s current pricing is almost on par with Singapore, a destination traditionally seen as much more expensive.

However, the TAT’s proactive strategies, including luxury-focused tourism, have been designed to attract high-spending tourists who prioritise quality and experience over price. The country’s push to target higher-spending visitors has also meant a shift away from mass tourism towards a more exclusive travel market. This focus on value-added experiences is helping mitigate some of the impact of the strong baht.

A Changing Landscape: Thailand vs. Other Destinations

With Japan facing diplomatic challenges and declining Chinese tourism, Thailand stands to benefit. Chinese authorities recently issued warnings to avoid travelling to Japan, which has caused a 60 percent drop in Chinese visitors to Japan in early 2026. As a result, many Chinese tourists are shifting their attention to Thailand, South Korea, and Vietnam, all of which are capitalising on this shift in demand.

Thailand’s Tourism Revival in 2026

Thailand’s tourism sector experienced a strong recovery during 2026 which reached its peak during the Lunar New Year holiday when Chinese tourists made up the majority of visitors. The tourism spike happened because of two factors: successful advertising strategies and the increased interest of visitors who want to experience Thailand’s upscale cultural adventures. Thailand maintains its position as a top Southeast Asian destination because the country has developed methods to attract affluent travelers, despite facing challenges from its strong baht currency.

Thailand maintains its growth trajectory through its positive tourism forecasts and effective visitor development plans which will allow the country to increase its international tourism presence during 2026 and the following years.

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