Tourism Authority of Thailand (TAT) and Sanya Sign LOI to Elevate Thailand–China Ties, Advance Two-Way Tourism, and Boost KOL & Cultural Exchange.
On March 31, 2026, the Tourism Authority of Thailand (TAT), represented by Siriges Anong Triratnathongphon, Executive Director for East Asia, signed a Letter of Intent (LOI) with Ma Nan, Director of the Sanya Tourism Promotion Office of the People’s Republic of China. The signing took place during the Sanya Tourism Promotion Press Conference in Thailand, held at the China Cultural Center in Bangkok.
The agreement outlines a multi-pronged approach to deepening tourism cooperation between the two sides. Key areas include boosting bilateral travel flows, launching joint international marketing initiatives, co-developing tourism products and routes, and fostering collaboration between KOLs and digital influencers to enhance storytelling and inspire travel across online platforms. Both parties also explored future avenues of cooperation, such as improving travel connectivity and facilitating smoother cross-border journeys, in anticipation of sustained growth in tourist exchanges.
Sanya, a premier international coastal destination in China’s Hainan Province, serves as a strategic gateway linking China’s tourism industry with the ASEAN region. Thailand, for its part, remains a highly competitive destination, well-positioned to attract high-spending segments, including millennials, families, and health- and lifestyle-oriented premium travelers. Under the branding campaign “Amazing Thailand, The Journey Your Heart Leads,” the country continues to emphasize meaningful travel experiences, reinforced by the “Trusted Thailand” initiative aimed at enhancing visitor confidence.
The signing marks a significant step forward in strengthening tourism ties between Thailand and Sanya. Anchored in a “two-way tourism” framework, the partnership seeks not only to increase visitor flows in both directions, but also to cultivate broader public awareness and travel inspiration—laying the groundwork for more sustainable growth in the Thailand–China tourism sector.