Bangkok, Thailand – The Tourism Authority of Thailand (TAT) struck partnerships with media platforms Tencent, WeTV, and Sichuan TV to encourage Chinese travellers to visit and explore different leisure destinations in Thailand. According to an announcement posted on the Thai government’s public relations website, the TAT aims to generate 260.2 billion Thai baht ($8.306b US) in tourism revenue from the Chinese market.
The partnership involves broadcasting two 10-episode programmes that will highlight local tourist spots across different regions in the country. The programme “Tasteful Thailand” will showcase cuisine and present delicacies from provinces like Chiang Mai, Petchaburi, and Surat Thani, while a dating show entitled “Forever by Your Side” will focus on romantic getaways in places such as Bangkok, Phuket, and Hua Hin. The shows are estimated to reach 160 million users every month across Tencent Video and WeTV.
In addition to the two digital programmes, the TAT has partnered with Sichuan TV to produce a television commercial. The commercial, under the “Play the New Thai Way” campaign, will show modern lifestyle experiences in Bangkok and Phang Nga. It will feature Chinese influencer Chu Yi and is estimated to have a reach of over 700 million households.
Aside from Tencent Video, WeTV, and Sichuan TV, content created for the campaign will be distributed across several digital platforms, including Douyin, Xiaohongshu, WeChat Video Channel, and Weibo.
Moreover, this year, the TAT intends to launch a campaign called “Zhong Tai Yi Jia Qin”, or “China and Thailand, One Family”. The campaign will involve events, promotions, and sales targeting Chinese travellers and spotlighting Thai destinations that align with their preferences.
According to Nithee Seeprae, deputy governor for marketing communications at the TAT, the project shows the tourism agency’s commitment to fostering confidence in Thailand as a “modern, safe, and high-quality leisure destination”.
