Thailand Tourism Authority Secures Weibo Travel Award, Deepens China Engagement
Thailand's tourism sector received a significant accolade at the Weibo Gala 2026, reinforcing its strategic focus on attracting Chinese travellers. The Tourism Authority of Thailand (TAT) accepted the Weibo Thailand Best Travel Destination Country award in Bangkok on 8 August. This recognition supports TAT's efforts to strengthen cultural ties and digital outreach within the Chinese market.
Thailand Recognised at Weibo Gala 2026
The Tourism Authority of Thailand (TAT) received the Weibo Thailand Best Travel Destination Country award at the Weibo Gala 2026 in Bangkok on 8 August. Ms. Thapanee Kiatphaibool, TAT Governor, accepted the accolade. The event, titled Weibo Cultural Communication Night, took place at Paragon Hall, Siam Paragon. It gathered Thai and Chinese artists, creators, media, and brands.
The gala aimed to reinforce Chinese travellers’ confidence in Thailand. It also highlighted the country’s role as a regional hub for culture and entertainment. Weibo and Hydroindus organised the event, with Be On Cloud serving as the official Thai host. The programme featured a red-carpet ceremony and an awards presentation across nine categories.
Strengthening Bilateral Cultural Ties
The gala recognised individuals and organisations enhancing connections between Thailand and China. Chinese actors He Changxi and He Yanzhao attended. Thai actor Apo Nattawin and Butterbear also made appearances. Ms. Thapanee stated the award affirms Chinese travellers’ confidence in Thailand. She described it as a shared achievement for the nation’s tourism sector.
TAT plans to build on this trust by connecting Chinese audiences with Thailand’s diversity. This includes culture, cuisine, nature, wellness, sport, and festivals. She thanked Weibo for extending Thailand’s reach through digital platforms. This aims to inspire more travellers to visit the country.
Digital Outreach Through Artist-Led Content
The collaboration extends beyond the gala through reciprocal Vlog filming initiatives. Chinese actors He Changxi and He Yanzhao will film in Thailand. Their itinerary includes Ko Samet in Rayong and the Song Wat–Talat Noi neighbourhoods in Bangkok. Conversely, Thai actor Apo Nattawin and Butterbear will travel to China for filming.
This content will present the culture, cuisine, and destinations of both countries. It will be distributed through Weibo and the artists’ social reach. This strategy aims to strengthen people-to-people connections. It also seeks to stimulate travel among Chinese visitors and artist fan communities. TAT combines entertainment and artist-led storytelling to broaden Thailand’s visibility.
Projected Market Impact and Future Strategy
The digital programme and gala are projected to generate at least 20 million impressions. These impressions cover event-related topics and content. Distribution channels include Weibo, official event channels, participating artists, and media partners. This initiative complements TAT’s existing marketing efforts in China.
TAT operates five offices in China under the ‘Amazing Thailand, The Journey Your Heart Leads’ campaign. It also uses the ‘Zhong Tai Yi Jia Qin’ framework, meaning ‘China and Thailand are one family’. These combined efforts aim to support confidence, long-term affinity, and travel demand among quality Chinese travellers. The focus remains on converting audience interest into concrete travel demand.
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