Amazing Thailand Mid-Autumn Celebration 2026: Thai-China Ties
TAT hosted the Amazing Thailand Mid-Autumn Celebration 2026 on Sep 25 at One Bangkok, bringing 31 Chinese KOLs across four themed routes through Sep 29.
Stock photo for illustration only, not from the actual event
- TAT held the Amazing Thailand Mid-Autumn Celebration 2026 at The Storeys Square, One Bangkok on September 25, 2026.
- Thirty-one Chinese KOLs experienced four distinct tourism routes across Thailand from September 26 to 29, 2026.
- The campaign highlights the Healing is the New Luxury concept during the third annual Nihao Month.
- The initiative aims to generate over 68.1 million digital reach across major Chinese social platforms.
The Tourism Authority of Thailand (TAT) recently hosted the Amazing Thailand Mid-Autumn Celebration 2026 on September 25, 2026, at The Storeys Square, One Bangkok, marking a major highlight of the third annual Nihao Month campaign. The event was designed to celebrate long-standing cultural connections and stimulate future travel demand from the Chinese market.
Ms. Thapanee Kiatphaibool, TAT Governor, stated that the Mid-Autumn festival is deeply rooted in reunion and togetherness. Through Nihao Month, TAT has established a platform that translates these enduring bilateral ties into tangible travel demand by inviting prominent Chinese influencers to experience Thailand first-hand.
Stock photo for illustration only, not from the actual event
The launch event brought the spirit of Zhong Tai Yi Jia Qin—meaning China and Thailand are one family—to life through various cultural showcases. Highlights included on-stage Chinese calligraphy blessings by senior guests and artists, musical performances by Bie Thassapak Hsu, traditional dance acts, and interactive workshops on calligraphy and fortune sticks. Attendees also enjoyed traditional mooncakes alongside Chum Chum’s Moonlit Amber Tea.
Leveraging key opinion leaders from China through specialized FAM trips represents a powerful shift toward experiential tourism marketing. By aligning traditional cultural celebrations with modern wellness and lifestyle journeys, TAT effectively repositions Thailand away from mass tourism toward high-value, meaningful travel experiences.
Following the celebration, the 31 Chinese KOLs visited the White Jade Tai Hong Gong Shrine to view the Nihao Month cultural exhibition running from September 24 to October 30. The group enjoyed special after-hours access to make offerings before embarking on four specialized travel routes under the Amazing Thailand Mid-Autumn KOLs FAM Trip 2026 from September 26 to 29.
The four dedicated itineraries include the Blue Healing route in Rayong and Ko Samet focusing on wellness and coastal relaxation, the Rainbow Retreat route in Chiang Rai exploring Lanna temples and organic farming, the Amber Gastronomy route through Phetchaburi and Hua Hin highlighting local culinary heritage, and the Green Rediscover route in Krabi featuring mangrove kayaking and soft adventure.
"Mid-Autumn is rooted in reunion and togetherness, and through Nihao Month... TAT has built a platform that translates these long-standing ties into travel demand."
Thapanee Kiatphaibool
Source: TAT Newsroom
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