As China has witnessed rapid social and economic development over the past few decades, more Chinese people are willing to explore tailored traveling routes. Thailand's tourism sector has sensed the new trends and has started to launch more diversified products.

The Tourism Authority of Thailand head office in Bangkok has worked with the five TAT offices in the People's Republic of China to offer niche products to Chinese travelers.

"Over the past years, we have tapped the potential segments in China, such as luxury, weddings and honeymoons,and sports tourism," said Tanes Petsuwan, TAT deputy governor for international marketing — Asia and the South Pacific.

In early December, Doi Inthanon Thailand by UTMB, a global trail running event in the city of Chiang Mai attracted around 51 runners from China, including two elite trail runners:Zhao Jiaju and Xiang Fuzhao.

"Moreover, sustainability has currently become a significant concern for tourists. For the Chinese market, we are promoting luxury hotels that advocate sustainability," said Tanes.

For instance, TAT Chengdu Office has designed a luxury package that combines sea turtle conservation activities. For example, releasing sea turtles at Mai Khao Beach in collaboration with the JW Marriott Phuket Resort and Spa. Other hotels may offer activities that engage with local communities, such as collecting trash.

As a country famous for wild elephants, he said Thailand is changing elephant-themed travel from the traditional feeding and riding to elephant care tourism, which is animal friendly and sustainable.

During the past three years, Thailand had fewer tourists due to the COVID-19 pandemic. The TAT took this chance to discuss with the National Bureau of Agricultural Commodity and Food Standards to issue the Thai Agricultural Standard TAS 6413-2021:Good Animal Practices for Elephant Facility.

The guideline aims at a standard for elephant camps nationwide to regulate them, ensure good management of the facilities, the procurement of food and water, hygiene control, and personnel to cater for the well-being of elephants.

Now, travelers in Thailand can have firsthand experience of how elephant-related tourism has been transformed,from elephant riding to better understanding the elephant's behavior and learning to nurse them.

"It allows tourists to learn to feed,shower and take care of elephants. In addition, tourists can gain a better understanding of how elephants are traditionally raised and taught as well as what we must do to protect them,"said Tanes.

"This change will also yield long-term benefits for all sides: elephants,the mahouts (the keepers), the camp owners, tourists and the community,which will help us lead to sustainability. After joining the trip, we hope that this would help shift the image of elephant tourism in Thailand and enhance awareness of elephant care tourism to foreign and local tourists alike," he added.

As China has adjusted its management of COVID-19 and no longer requires international travelers to undergo quarantine or take a nucleic acid test upon arrival in China from Jan 8, Tanes said some Chinese-Thai descendants living in Thailand may consider visiting family in China during the Chinese New Year.

"China is one of the favorite destinations for Thai people. There will be many Thais who want to visit China due to various reasons, including travel, education, business and a family reunion," he said.

In terms of marketing activities,Tanes reveals that they have prepared to cater to the pent-up demand in the Chinese market. In January, there will be livestreaming travel package sales to Thailand with C-trip, China's leading online travel agent, as well as other livestreaming about Thailand with Chinese Key Opinion Leaders.