BANGKOK – Thailand is stepping into 2026 with bright countdown shows, busy streets, and festive displays across the country. Early figures from the Tourism Authority of Thailand (TAT) suggest a positive start to the holiday period, with visitors from China returning to the top spot for international arrivals.
While total foreign arrivals look slightly lower than last year, the rise in Chinese travellers highlights Thailand’s continued pull for the world’s biggest outbound market.
TAT Governor Thapanee Kiatphaibool said China is expected to be the leading source of international visitors during the extended New Year break, running from late December 2025 into early January 2026. She said China remains Thailand’s strongest market during the festive period.
The renewed momentum follows warmer travel sentiment and closer links between the two countries. Recent high-profile exchanges, including the royal visit to China, helped drive positive attention online, with discussion seen on platforms such as Weibo and Xiaohongshu.
Initial immigration data points to strong demand in key Thai destinations. Bangkok, Phuket, Chiang Mai, Chiang Rai, and Krabi are seeing the highest volume of bookings from Chinese travellers.
Airlines are reporting flights close to full from major Chinese cities, helped by visa-free entry and competitive air fares. TAT expects 1.4 to 1.5 million foreign visitors between 20 December 2025 and 1 January 2026, with China taking a large share of that total.
Bangkok Centre Stage for New Year Celebrations
Bangkok continues to be the main draw for New Year events. TAT figures place the capital first for both overseas and Thai bookings, with major countdowns along the Chao Phraya River and at CentralWorld.
A TAT spokesperson said Bangkok’s mix of big-city celebrations and Thai hospitality keeps it at the top of many travel plans. Domestic travel is also lifting the numbers, with more than 502,400 trips forecast for Bangkok, up 5% on last year.
Other hotspots are also filling fast. Phuket’s beaches and nightlife, Chiang Mai’s cooler weather and lantern traditions, and Krabi’s striking scenery are proving popular with Chinese groups looking for both rest and outdoor activities. Many hotels in these areas report occupancy close to 90% on peak nights, and several five-star properties are already sold out.
Tourism income for the season is projected at 70.1 to 76.5 billion baht. Strong domestic travel is expected to soften the impact of a weaker international total. From 31 December 2025 to 4 January 2026, around 5 million domestic trips are forecast, up 7% year on year, bringing an estimated 18.5 billion baht into local areas.
Cool weather in the North is encouraging more Thais to travel to provinces such as Chiang Rai, Phayao, and Nan. Many local businesses are counting on this seasonal boost.
TAT also flagged ongoing pressures. Regional tensions, including the Thai-Cambodian border dispute, plus flooding in parts of the region, have made some travellers more cautious. The agency expects overall foreign arrivals for the period to fall by 6% to 12%, partly due to slower booking patterns in markets such as Hong Kong, South Korea, and Japan.
Stronger 2026 Tourism From China
Looking beyond the New Year break, industry leaders expect Chinese arrivals to rise through 2026. The Association of Thai Travel Agents (ATTA) has forecast up to 9 million Chinese visitors next year, which could be roughly double 2025’s estimated 4.5 million. TAT has set a lower target of 6.7 million, which would still mean around 40% growth, backed by joint promotions under the “Thailand-China, One Family” theme.
Plans include sales roadshows in smaller Chinese cities, partnerships with platforms such as Tongcheng Travel, and support for more charter flights. Thailand is also preparing for major events in 2026, including the IMF-World Bank meetings and large incentive groups, including those from companies such as Amway, which could lift travel demand further.
Tour operators also point to changing preferences. With some Chinese travellers rethinking trips to Japan due to tensions, Thailand is being seen as a strong alternative, offering familiar cultural touchpoints, beaches, and good value.
TAT is pushing travel beyond the main centres to help smaller provinces benefit. Countdown events across nine provinces, including celebrations at Kwan Phayao in Phayao and activities in Su-ngai Kolok, Narathiwat, are meant to highlight Thailand’s range of experiences.
Chinese Tours to Chiang Rai
In the North, Chiang Rai’s Golden Triangle area and its misty mountain views are attracting more attention from Chinese tour groups. Popular activities include visits to hill tribe communities and trips to tea-growing areas.
Sustainable travel is also part of the message. TAT is encouraging lower plastic use at festivals and supporting eco-friendly places to stay. Thapanee said the goal is for travellers to take home great memories while keeping the impact light.
In Phuket, hotelier Pornthip Sukhon said Chinese families have returned in large numbers for the New Year break, often booking longer stays and adding island trips to their plans. In Bangkok, a street vendor at Asiatique said footfall looks higher than last year, with strong sales from food stalls and fireworks crowds.
As New Year’s Eve approaches and fireworks light up the Chao Phraya River, Thailand’s tourism sector is raising a glass to a steadier recovery. With Chinese travellers leading holiday arrivals again, the country is heading into 2026 with renewed confidence, while still working to balance growth with the friendly welcome Thailand is known for.
