TripAdvisor has launched a new initiative designed to target Chinese outbound travellers’ demand for retail therapy in Thailand.

Under the new scheme, the travel review site has partnered with five of Thailand’s largest retail operators, including major shopping malls and duty-free operators, to provide additional information and promotions directly to Chinese FITs.

According to TripAdvisor, the number of Chinese users researching trips to Thailand jumped 56% last year, and this growth rate reached 84% in the peak summer shopping season between June and August. As a result, the site has partnered with five major Thai retail companies and will now provide more shopping-related information and discounts via the TripAdvisor China site.

These retail giants include Thailand’s largest duty-free company, King Power, plus four of the company’s largest shopping mall operators, Central Group, Siam Piwat Group, Terminal 21 and The Mall Group.

“Bangkok is one of the leading shopping capitals of the world and continues to be a top destination for the Chinese when they travel overseas,” said Aaron Hung, TripAdvisor’s senior director of partnerships for Asia Pacific.

“This feature will enrich their shopping experience in Bangkok as they will have access to special offers and other shopping recommendations that will make their shopping experience more enjoyable.”

Under the new partnership, Chinese travellers will be able to view a shopping category via the TripAdvisor China mobile website or app, which will contain information about retail outlets operated by the five Thai partners, including discounts and promotions, floor maps, brand directories and shopping guides.