Forging Future Paths: Strengthening China-Thailand Tourism
Highlights from the 2024 China-Thailand Cultural Tourism Industry Summit and GTERC visit to PATA HQ
Attendees of the event, including PATA Chair Peter Semone, CEO Noor Ahmad Hamid, COS Paul Pruangkarn, All-China Federation of Industry and Commerce Vice Chairman Pansy Ho, representatives of the Global Tourism Economy Research Centre, representatives of China Women’s Chamber of Commerce, with fellow VIP Guests.
In the first half of 2024 alone, Thailand welcomed nearly 3.5 million Chinese visitors, a number expected to reach 8 million by year-end following the implementation of visa-free travel between the two destinations [Tourism Authority of Thailand, 2024]. This surge underscores the undeniable connection between China and Thailand, highlighting strong family-like relations rooted in shared heritage and established friendship.
As tourism industries in both China and Thailand flourishes, there is a growing consensus on the importance of deepening collaboration efforts between the two destinations to promote cultural tourism, build stronger bonds and leverage emerging tourism trends—paving ways towards a win-win scenario. These commitments were spotlighted at the China-Thailand Cultural Tourism Industry Summit, convened by the Global Tourism Economy Research Centre.
The summit gathered over 200 influential business leaders from China; Hong Kong SAR; and Macao, China, providing a platform to discuss various facets of China-Thailand tourism, including the significant impact of the visa-free era, the cultural tourism landscape, and insights from the private sector.
Xu Jing, Vice-Chairman of the Global Tourism Economy Research Centre (GTERC) and moderator of the summit's first panel discussion, emphasised the transformative potential of the new visa-free policy, foreseeing a robust resurgence in Chinese tourism to Thailand. He highlighted a shift towards more specialised tourism offerings like leisure and community-based experiences, reflecting evolving preferences among Chinese travellers. Hear more from Xu Jing about China-Thailand tourism trends and upcoming initiatives organised by GTERC in his exclusive interview with PATA.
On the panel ‘High-Level Dialogue 1: Leveraging Cultural Tourism for Mutual Prosperity’, PATA Chair Peter Semone noted that China’s decision to merge the culture and tourism ministries reflects the inherent role of tourism in creating connections between people (travellers and locals), promoting deeper understanding of different destinations and celebrating cultural diversity.
Semone went on to discuss China's dual position in Thailand's tourism sector as both the primary source market and a desirable destination where intangible heritage and historical sites can be found. He encouraged Thai travellers to explore and appreciate the cultural treasures that China offers, underscoring its appeal beyond being a contributor to Thailand's tourism industry.
In a further conversation with PATA, Semone also advocated for neighbourly travel as a strategic safeguard against future crises, citing the travel between China and Thailand as an ideal example.
L/R: Xu Jing, Vice-Chairman, Global Tourism Economy Research Centre (GTERC); Peter Semone, Chair, PATA; Ji Xiaodong, Chairman, China Chamber of Tourism (CCT); William Heinecke, Founder & Chairman, Minor International; Cui Ronghu, Party Secretary and Executive President, China Women's Chamber of Commerce.
L/R: Noor Ahmad Hamid, CEO, PATA; Albert Guo, Board Director and President, Bravolinks Integrated Marketing Service Co., Ltd., Kriengkrai Kanjanapokin, Founder and Group CEO, of Index Creative Village Public Company Limited; Vikrom Kromadit, Chairman, Amata Corporation PCL; Catarina Lio, Senior Vice President of Brand Marketing, MGM; Wu Zhaolan, Honorary President, China Women’s Chamber of Commerce; Scarlett Xing, Head of Business of Ant International, Alipay+ Cross Border Travel Solution; Yu Jinfang, Executive Chairman, China Chamber of Tourism (CCT).
Later on in the afternoon, PATA CEO Noor Ahmad Hamid moderated the final panel discussion 'High-Level Dialogue 2: New Opportunities for Private Sector Collaboration in Cultural Tourism Development'. This session convened business leaders from diverse sectors tied to tourism and culture, including MICE, payment platforms, shopping centres, and eco-tourism businesses.
Among several important topics, the discussion emphasised the exchange of knowledge in the realm of sustainable business practices as essential for fostering effective collaboration between China and Thailand. Additionally, establishing seamless tourist connections with local businesses through payment solutions was identified as crucial for enhancing visitor experiences and promoting connectivity between the two destinations.
Global Tourism Economy Research Centre Delegation and PATA Representatives at True Digital Park Building
On July 2nd, PATA Headquarters warmly welcomed over 40 delegates from the Global Tourism Economy Research Centre — a gathering aimed at opening new avenues for collaboration while reaffirming the strong partnership between GTERC and PATA in advancing the tourism sector's growth and explore ways for the Association to facilitate future China-Thailand collaborative efforts in the tourism sector.
Noor Ahmad Hamid took the opportunity to share insightful tourism statistics for Thailand, China and between the two destinations with the delegation. The data was drawn from the PATA Asia Pacific Visitor Forecasts 2024-2026: Mid-Year Report, a soon-to-be-released update for the report published at the beginning of this year.
He concluded by expressing the Association’s dedication to supporting stakeholders in the rapidly expanding China tourism industry. Highlighting this commitment, Hamid introduced various networking opportunities aimed at fostering collaboration and growth across the Asia Pacific industry, including the highly regarded PATA Power of Networking. These initiatives were well-received and drew enthusiastic participation from over 100 delegates at the PATA Annual Summit 2024 in Macao, China.
Among the distinguished guests and speakers were Ji Xiaodong, Chair of China Chamber of Tourism; Cui Ronghua, Executive Chair of China Women’s Chamber of Commerce; and Jason Wang, Chief Operating Officer of the Global Tourism Economy Forum. PATA Chair Peter Semone, Vice Chair Suman Pandey, Secretary/Treasurer Luzi Matzig, and Executive Board Member Ben Montgomery, were also in attendance.
