The Tourism Authority of Thailand (TAT) has signed a Letter of Intent (LOI) with Beijing Baidu Netcom Science Technology (Baidu) to enhance Thailand’s tourism appeal for Chinese visitors.

The LOI was executed on February 27th by TAT Deputy Governor for Marketing Communications Nithee Seeprae and Baidu’s General Manager for Ecosystem Cooperation Wang Yanli.

This partnership will make use of Baidu’s advanced digital capabilities, artificial intelligence, and its extensive user base.

In 2024, Thailand attracted over 35.54 million international tourists, with 6.73 million from China, making them the leading inbound market. This collaboration aims to deepen the tourism relationship between Thailand and China, further enhancing Chinese tourism in Thailand.

Thapanee Kiatphaibool, TAT Governor, said, “This agreement is a significant advancement towards a lasting partnership between TAT and Baidu. We are eager to promote Thailand’s tourism and attract high-quality Chinese travelers in 2025.”

Wang remarked on the initiative, expressing enthusiasm for working with TAT to enhance cultural exchanges and deepen collaboration between China and Thailand.

Baidu operates in Thailand represented by Yunshang Technology and We Bridge Marketing Solution. As a technology leader, Baidu offers services including its flagship search engine, Baidu Maps, and innovative AI solutions. This partnership is part of Thailand’s efforts to establish a Tourism Hub by 2025, ready to welcome international visitors with engaging travel experiences.