Thailand has launched a new tourism campaign titled “Zhong Tai Yi Jia Qin,” meaning “China and Thailand are one family,” to attract visitors from China during the Lunar New Year holiday and strengthen people-to-people ties between the two nations.

The initiative, introduced by Thai tourism authorities ahead of the peak travel period, is designed to reassure Chinese travellers, enhance visitor experience and showcase Thailand’s readiness to welcome holidaymakers.

Officials highlighted enhanced safety measures, streamlined entry procedures and a range of festive cultural events tailored for Chinese guests arriving to celebrate the New Year abroad.

Tourism leaders described the campaign as both symbolic and practical.

The phrase “Zhong Tai Yi Jia Qin” reflects decades of close diplomatic, economic and cultural relations between Thailand and China.

By invoking the idea of familial bonds, authorities aim to reinforce confidence among Chinese travellers and signal Thailand’s hospitality during one of the most significant holidays in the Chinese calendar.

The programme includes promotional activities across major Thai cities and resort destinations, featuring Lunar New Year decorations, cultural performances and targeted marketing through Chinese social media platforms.

Airports and popular tourist areas are expected to provide Mandarin-language support services to ensure a smooth travel experience.

China has historically been one of Thailand’s largest tourism markets, and Thai officials have placed renewed emphasis on rebuilding visitor numbers following global travel disruptions in recent years.

The government has implemented visa facilitation measures and expanded flight connectivity to support inbound tourism growth.

Senior officials underscored that tourism remains a key pillar of Thailand’s economic strategy.

By launching a culturally resonant campaign at a strategic moment, authorities are seeking to strengthen bilateral goodwill while stimulating spending across hospitality, retail and entertainment sectors during the holiday season.

The initiative reflects Thailand’s broader commitment to maintaining strong ties with China and positioning itself as a preferred destination for Chinese travellers seeking festive celebrations, convenience and a welcoming environment.