March 1, 2025 – In an effort to enhance Thailand’s image as a safe tourist destination and alleviate safety concerns among Chinese tourists, the Tourism Authority of Thailand (TAT) has partnered with a subsidiary of Chinese search engine giant Baidu, according to Bloomberg.
The collaboration was formalized through the signing of a letter of intent between TAT and Beijing Baidu Netcom Science and Technology Co., Ltd. in Bangkok on Thursday, local time. Under the agreement, Baidu will utilize digital marketing, AI-driven travel insights, and customized content to improve Thailand’s appeal to Chinese tourists.
TAT Governor Thapanee Kiatphaibool stated in a release that the partnership also aims to “promote key events and attract high-quality Chinese tourists in 2025.”
In 2024, Thailand welcomed over 35.54 million international visitors, including 6.73 million from China. The country has set a target of increasing foreign tourist arrivals to approximately 40 million in 2025.
Recently, there have been several cases of foreign citizens being duped by cross-border scam groups using Thailand as a transit point to neighboring countries, significantly affecting Thailand’s reputation as a popular global tourist destination and shaking visitor confidence.
In response, the Royal Thai Police has established a “Tourism Safety Operation Center.” Additionally, they have launched the “Thailand Tourist Police” mobile app, allowing tourists to send messages, pictures, and locations directly for inquiries, reporting crimes, or seeking help. The system integrates seamlessly with the 1155 emergency hotline, providing 24-hour translation services in eight languages, and supports collaboration with the 191 emergency response center to handle unexpected events.
