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Market Research : Chinese Tourism Market in Thailand



The Tourism Authority of Thailand (TAT) has announced the results of a detailed market study of the Chinese market to further refine its marketing and promotional strategies towards a generation of high-value visitors.

The research was conducted in eight of China’s most populous cities:

  • Beijing
  • Shanghai
  • Guangzhou, (Canton)
  • Kunming
  • Chengdu
  • Shenzhen
  • Xi’an
  • Shenyang

With a base sample of 2,400 respondents.

These cities have been chosen because they have direct flights to Bangkok.

With the number of Chinese visitors spending a lot, TAT has decided to focus on the Chinese market.


China has become the world’s largest market for international travel, with more than 70 million annual travelers.  

As a result, it has become a highly competitive market.


The study indicates that the total number of Chinese travelers, about 10 million people are high value tourists.

The study found that the high-value tourism market group in China is over 18 years of age, with a good level of education, well-being, stable work, high income, with average expenditure per Trip that is three times more than normal tourists.

It can be classified into the following three main groups according to demographics and lifestyles:

Reform Group:

This group includes people of good financial quality.

They want to explore new experiences while seeking the meaning of life.

They greatly respect preservation and show respect for the host country.

This group comprises about 2 million people.  

Ambitious Group:

This group includes determined individuals, working hard to move forward in life and achieve more than others.

They are composed of approximately 4.3 million people.

Rich Group: 

They are rich people who want to constantly improve their own image and that of their families.

They are careful spenders and tend to focus on comfort during their trip.

Approximately 3.8 million people make up this group.

TAT aims to attract these customer segments by launching well-targeted and creative campaigns based on research findings.   


China is now the main source of visitor arrivals in Thailand.


Chinese visitors totaled 4.6 million in 2014, a slight decrease compared to 2013 (-0.29%). 

In 2015, TAT expects 5.6 million Chinese tourists spending 230 billion baht, or about 6 billion euros against 190 billion baht in 2014 (about 5 billion euros).

The profile of Chinese tourists changes rapidly as travelers become more mature and experienced.

Many Chinese are new travelers to Thailand. 

TAT targets these travelers through marketing campaigns that focus on the fun of shopping, enjoying a Thai massage or a game of golf.

They are also encouraged to visit new destinations such as northeast Thailand.


Chinese visitors have an average length of stay of 8 days and spending per person of up to 41,390 Baht or 1,100 euros.   


They enjoy traveling to different destinations in Thailand.

They also prefer to travel independently and spend more time experimenting with a variety of tourist activities in local areas. 

According to statistics from January 2015, Chinese visitors increased by 57%.

The fact that the tourist situation has returned to normal is an important point, as this will allow airlines to increase their capacity.


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