The Tourism Authority of Thailand (TAT) staged the Amazing Thailand Mega Trade Meet in China 2026 in Shanghai, marking the first time the long-running China roadshow has been elevated to a large-scale Mega Trade Meet format. Held during Amazing Thai Night Zhong Tai Yi Jia Qin at the Jing An Shangri-La Hotel, the event introduced the new marketing direction Amazing Thailand The Journey Your Heart Leads while reinforcing the Trusted Thailand initiative to strengthen traveller confidence and position Thailand as a high-quality destination for the Chinese market.

TAT Strengthening Partnerships

Thapanee Kiatphaibool, TAT Governor, said, “China remains one of Thailand’s most important tourism partners, connected through long-standing ties across culture, trade and travel. Guided by the spirit of Zhong Tai Yi Jia Qin—China and Thailand as one family—TAT is strengthening partnerships to deliver meaningful travel experiences that reflect the evolving expectations of Chinese travellers. Through the Amazing Thailand Mega Trade Meet in China 2026, we reaffirm Thailand’s commitment to welcoming Chinese visitors with quality, trust and memorable journeys.”

She added that Thailand continues to strengthen its position as a regional health and wellness hub under the concept Healing is the New Luxury, in line with growing interest among Chinese travellers in wellbeing, balance and culturally enriching experiences.

The Amazing Thailand Mega Trade Meet in China 2026 forms part of TAT’s strategy to strengthen Thailand’s competitiveness in the Chinese market, rebuild traveller confidence, and encourage travel by presenting Thailand as a safe, meaningful and high-quality destination. The platform was delivered in collaboration with key partners including King Power, the Association of Thai Travel Agents, and other tourism business associations from various locations.

Buyers Briefing and Thailand Tourism Update

The event brought together more than 130 Thai tourism operators and over 450 Chinese travel businesses for direct business matching in Shanghai. Participating Thai companies represented hotels, attractions, and tourism services from major to emerging destinations.

Tourism offerings presented during the trade meet covered the full visitor journey, from planning to activities and specialized experiences. The TAT is also advancing joint promotions with partners in both countries to sustain year-round interest. The Thailand Summer Blast program through July 2026 will facilitate incentives for travel growth.

Cultural Exchange

The evening’s Amazing Thai Night featured a collaborative performance by Thai and Chinese artists under the theme China and Thailand One Family. Thailand’s performing arts group presented classical dance, complemented by Peking Opera, reaffirming the cultural ties between both nations.

Thailand’s Trusted Initiative aims to promote confidence in travel to the Kingdom, focusing on safety standards, digital payment convenience, communication readiness, and accessibility. Over 7,467 establishments have received the Trusted Thailand designation, emphasizing the country’s commitment to high-quality travel experiences.

Visitor Statistics: Between January and March 2026, Thailand welcomed over 1 million visitors from China, marking a year-on-year increase. The TAT aims to attract approximately six million Chinese visitors in 2026, underscoring the strategic importance of this market.