Official opening ceremony of China International Travel Mart 2025, attended by senior government representatives and international guests, with Thailand participating as Guest Country of Honour.
Thailand was named Guest Country of Honour at CITM 2025 in Haikou, strengthening tourism cooperation with China and highlighting market recovery, connectivity and high-quality travel demand.
Thailand has been named Guest Country of Honour at China International Travel Mart (CITM) 2025, marking the 50th anniversary of diplomatic relations between Thailand and China. The Tourism Authority of Thailand (TAT) is leading the Thai tourism industry’s participation at the event, held from 19 to 21 December 2025 at the Hainan International Convention and Exhibition Centre in Haikou.
The Thai delegation is led by Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand, together with Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific.
Commenting on Thailand’s role at the event, Ms Thapanee said that being named Guest Country of Honour reflects the depth of bilateral relations and a shared commitment to advancing tourism cooperation. She noted that through a focused South China cluster approach, TAT aims to strengthen market confidence, expand high-quality travel demand and reinforce Thailand’s position as a preferred destination for Chinese travellers.
CITM 2025, China’s most influential travel trade exhibition, is being hosted in Haikou for the first time, underlining Hainan’s growing role as a gateway for tourism engagement with ASEAN. Located at the southernmost point of mainland China, Haikou benefits from strong economic fundamentals and air connectivity. It is recognised as a high-potential outbound market, particularly among Millennials, families and premium health and lifestyle travellers.
At the exhibition, the Thailand Pavilion serves as a strategic platform for integrated B2B and B2C marketing and communications, enabling Thai tourism operators to engage directly with Chinese trade partners and consumers. The pavilion features a broad range of cultural and experiential showcases, including traditional Thai massage demonstrations, Thai handicraft DIY activities, classical Khon performances, regional Thai dance, Muay Thai presentations, and fashion showcases highlighting Thai national costume alongside contemporary Thai design.
As part of its engagement programme, TAT hosted an Amazing Thailand Networking Lunch, bringing together 12 leading Chinese tour operators and two airlines, Hainan Airlines and 9Air, to explore joint market opportunities and strengthen trade collaboration. TAT also participated in the Nihao China welcome reception hosted by the Hainan Provincial Government, further expanding channels to promote Thai tourism products and services.
In parallel with CITM 2025, TAT advanced two-way tourism cooperation in Haikou on 18 December 2025 through the signing of Letters of Intent with the Haikou Municipal Bureau of Tourism, Culture, Radio, Television and Sports and with Tongcheng Travel Holdings, one of China’s leading integrated online travel platforms. Both agreements aim to strengthen strategic cooperation, raise destination awareness and enhance travel connectivity between Thailand and China.
TAT expects these combined activities to enhance destination perception, reinforce confidence in Thailand’s tourism safety standards and service readiness, and stimulate travel demand during the year-end holiday period through to the Chinese New Year in February 2026. This momentum, supported by Thailand’s Guest Country of Honour status at CITM 2025 and ongoing initiatives delivered through TAT’s five China offices in Beijing, Shanghai, Chengdu, Kunming and Guangzhou, is expected to accelerate the return of high-quality Chinese travellers.
From 1 January to 12 December 2025, Chinese visitors ranked second among international arrivals to Thailand, totalling 4.24 million. The average length of stay was 8.5 days, with an average spending of 54,230 baht per trip. The most-visited destinations included Bangkok, Chon Buri, Phuket, and Chiang Mai. At the same time, popular activities included Thai cuisine, historical sightseeing, spa and wellness experiences, beach tourism, and nighttime attractions.