The Tourism Authority of Thailand (TAT) and Nanjing Tuniu International Travel Service Co., Ltd (Tuniu), a prominent digital travel service provider in China, have solidified their partnership by signing a Letter of Intent (LOI). This significant agreement, aimed at deepening collaboration and expanding joint efforts, was formally signed by TAT Governor Ms. Thapanee Kiatphaibool and Tuniu’s Founder and CEO Mr. Yu Dunde at TAT’s headquarters in Bangkok. Mrs. Chang Yumeng, Cultural Affairs Counsellor at the Chinese Embassy in Thailand, was present as a witness to this momentous occasion.
China holds immense importance as a tourism market for Thailand, with TAT setting a target of attracting 7.3 million Chinese tourists this year. The nation has already welcomed over 4.5 million Chinese visitors, demonstrating the surging popularity of Thailand as a travel destination. This growth is attributed to initiatives such as the bilateral visa exemption with China, the commemorative “Nihao Month” celebrating 50 years of Thailand-China relations, and comprehensive marketing strategies undertaken in collaboration with key Chinese travel entities like Tuniu.
Ms. Thapanee Kiatphaibool, TAT Governor, emphasized the significance of this partnership, stating, “Today’s signing ceremony marks a significant step forward for TAT and Tuniu in strengthening our partnership. Now, especially, is the opportune time to enhance tourism cooperation to boost awareness for the upcoming 50th Anniversary of the establishment of diplomatic relations between Thailand and China in 2025.”
The LOI outlines a comprehensive cooperative strategy that encompasses data exchange, promotional initiatives, and consistent communication. This partnership will facilitate the sharing of both quantitative and qualitative tourism data, mutual participation in travel exhibitions, and collaborative promotional activities designed to appeal to affluent and long-stay Chinese travelers. By prioritizing safety and convenience, the goal is to solidify Thailand’s position as a preferred choice for Chinese tourists.
Ms. Thapanee further elaborated, “TAT has been proactively encouraging Chinese tourists to visit Thailand through a series of strategies, and this agreement with Tuniu will strengthen our efforts to bolster the capacity of the Thai tourism sector in gaining access to new markets through digital innovation, while enhancing the convenience of travelling for tourists from China. Ultimately, this would contribute to our direction in driving the sustainable growth of Thailand’s digital economy.”
The LOI underscores the importance of effective communication, including consistent interactions, rapid information exchange, and regular updates to adapt swiftly to new opportunities or challenges within the tourism sector. Throughout the year, TAT and Tuniu have collaborated on various projects, including campaigns promoting Thailand’s health and wellness tourism offerings and a joint “Summer Camp and Family Tour” initiative. An ongoing promotion showcases Thailand’s diverse travel packages.
Mr. Yu Dunde, Founder and CEO of Tuniu Corporation, expressed his enthusiasm for this collaboration, stating, “Tuniu shares the same objectives as TAT, that is to deliver a quality travel experience to Chinese tourists, fostering economic growth, and nurturing a sustainable and mutually beneficial partnership. We are honored to establish this agreement with TAT and look forward to working together on many more activities and initiatives to offer Chinese tourists the best of Thailand’s leisure travel products and services.”
This partnership leverages Thailand’s extensive tourism resources with Tuniu’s robust digital platforms, which include a website, mobile app, and a premium customer database. Influencer marketing plays a crucial role, with influential content creators and leaders sharing their experiences via popular Chinese online platforms such as Xiaohongshu, WeChat, TikTok, and Weibo. These initiatives are poised to drive the growth of tourism between Thailand and China, benefiting both economies and offering unparalleled travel experiences to Chinese tourists.
