Tourism Authority of Thailand to boost country’s appeal in China via partnership with Baidu

The Tourism Authority of Thailand (TAT) signed a Letter of Intent (LOI) with Beijing Baidu Netcom Science Technology (Baidu) to strengthen Thailand’s tourism appeal among Chinese travellers. 

The LOI was signed on Thursday, 27th February by TAT deputy governor for marketing communications Nithee Seeprae and Wang Yanli, Baidu’s general manager for its channels ecosystem cooperation department.

This strategic partnership leverages Baidu’s advanced digital platforms, AI capabilities, and vast user base.

In 2024, Thailand welcomed over 35.54 million international visitors, with 6.73 million Chinese tourists, making them the largest inbound market. 

This strong tourism relationship highlights the deep-rooted ties between Thailand and China. 

The newly signed LOI is expected to further boost Chinese arrivals, contributing significantly to Thailand’s tourism revenue targets for 2025.

An initiative in alignment with a greater campaign

The collaboration aligns with the government’s Amazing Thailand Grand Tourism and Sports Year 2025 initiative, and is meant to attract high-quality Chinese tourists thereby establishing Thailand as a global tourism hub.

TAT governor Thapanee Kiatphaibool said: “This agreement marks a key step towards a long-term partnership between TAT and Baidu. By working closely together, we aim to enhance Thailand’s tourism brand, promote key campaigns, and attract quality Chinese travellers in 2025. This collaboration will not only boost arrivals but also strengthen Thailand’s connections with key tourism partners in China.”

For her part, Wang remarked: “We are happy to work with the Tourism Authority of Thailand to increase the understanding of Thailand among Chinese people. We look forward to leveraging our platform to enhance cultural exchanges and further collaboration between China and Thailand.”

Leading the way 

Baidu operates in Thailand through its official Southeast Asian representative Yunshang Technology, and its local partner We Bridge Marketing Solution. 

As a technology leader, Baidu offers a range of services beyond its flagship search engine, including Baidu Maps, Baidu Cloud, and AI-driven innovations.

Through this partnership, Baidu’s expertise will help enhance Thailand’s tourism image among Chinese travellers by focusing on digital marketing, AI-powered travel insights, and customised content. 

With Thailand positioning itself as a Tourism Hub in 2025, this agreement signals the country’s readiness to welcome international visitors and ensure a vibrant, engaging travel experience.