Destination of growth for outbound tourism

With the two countries celebrating the 50th anniversary of diplomatic relations next year, the Tourism Authority of Thailand is preparing a series of events to mark the occasion.

To get the ball rolling, Thailand launched the China-Thailand Friendship Mid-Autumn Festival on Tuesday and Nihao Month, which will run through October this year.

Between Jan 1 and Aug 17, more than 4.53 million Chinese tourists visited Thailand, solidifying China's position as the country's largest source of tourism, according to Thai authorities. This trend is supported by multiple factors, such as the bilateral visa-free policy and the stable demand for travel, and should help achieve the country's goal of receiving 7.3 million Chinese travelers this year.

Fiji also plans to deepen partnerships with Chinese travel agents, and develop tailored travel packages for Chinese visitors, especially after the Fijian Prime Minister Sitiveni Rabuka's visit to China in August.

"We will organize road shows in major cities in November to promote Fiji's tourism offerings," says Brent Hill, CEO of Tourism Fiji, adding that the country's tourism authority will also work with Fiji Airways to enhance connectivity with China.

In recent years, the island nation has seen a steady increase in Chinese visitors.

In 2019, more than 49,000 Chinese travelers visited, and arrivals have recovered by 58 percent in 2023 compared with 2019. "We have continued to see the accelerated recovery so far this year compared to 2023," Hill adds.

Fiji has developed the China Ready Program to support local partners by offering tool kits and training sessions to enhance their understanding of the Chinese market, including mobile payment options like WeChat Pay at tourist facilities, he says.

"China is a rapidly growing market and a crucial source for Fiji's tourism. It is diverse, and so are the preferences of its travelers. Understanding their needs is key, and in Fiji, we look forward to continuing to welcome Chinese guests to our island," Hill says.