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The Tourism Authority of Thailand (TAT) formally launched Sawasdee Nihao, a collection of occasions commemorating 50 years of Thai–Chinese diplomatic relations, on Thursday, twenty ninth May, in Bangkok.
The launch featured a Tourism Forum that introduced collectively prime officers, together with the Thai Prime Minister and Chinese Ambassador, to strengthen shared objectives and Thailand’s place as a Quality Destination.
The occasion concluded with a Welcome Reception showcasing Thai tradition, delicacies, and bilateral goodwill.
This initiative serves as a strategic platform to reposition Thailand’s tourism picture within the Chinese market, strengthen partnerships, and drive demand by means of focused engagement aligned with the evolving preferences of Chinese travellers.
During the launch, Thai Prime Minister Paetongtarn Shinawatra declared: “Sawasdee Nihao marks the start of a deeper Thai–Chinese partnership. For 50 years, tourism has connected our people with warmth and friendship. It lays the foundation for a sustainable bridge where every visitor enjoys joy, ease, and safety in a truly De-stressed Tourist Destination. Today, China and Thailand come together to celebrate this journey as one close and warm family.”
An extended-standing dedication to high quality tourism
As one of 5 grand ideas underneath the Amazing Thailand Grand Tourism and Sports Year 2025, Sawasdee Nihao displays Thailand’s dedication to high quality tourism and enriching seamless journey experiences.
The initiative consists of infrastructure upgrades, streamlined immigration, and the “5 Must Do in Thailand” marketing campaign—designed to enchantment throughout journey segments together with leisure, luxurious, wellness, sports activities, and multi-generational tourism.
Thailand can also be positioning itself as a hub for world-class occasions from worldwide sports activities competitions to music festivals and cultural showcases.
By doing so, the nation leverages its gentle energy to create immersive, high-value customer experiences.
All efforts are guided by the Sustainable Tourism Goals, making certain tourism helps balanced financial progress, environmental sustainability, and cultural inclusivity.
Value over quantity
For his half, Thai tourism minister Sorawong Thienthong remarked: “The Thai government is committed to ‘Value over Volume’, fostering strategic trust, two-way exchange, and a resilient partnership ecosystem. Through Sawasdee Nihao, Thailand sends a clear message of readiness, hospitality, and long-term vision. This initiative not only honours five decades of Thai–Chinese friendship but also sets the stage for a new chapter of sustainable, high-impact tourism between the two nations.”
A proactive effort underneath TAT’s Quick Win technique, Sawasdee Nihao employs an built-in Push–Pull mannequin: bringing Chinese tour operators, airways, media, and KOLs to expertise Thailand firsthand (Push), and enabling them to share their experiences with audiences again dwelling (Pull).
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