Thailand has long been one of the top Southeast Asian destinations for travelers from Sichuan. However, 2025 saw a notable shift in this trend. Across Sichuan, from renowned attractions like Jiuzhaigou Valley and Bipenggou Valley to the Panda Base, and throughout Chengdu's bustling commercial and dining areas such as Chunxi Road and Yulin Road, visitors conversing in Thai have become a common sight.

Data shows that in 2025, the Sichuan Entry-Exit Border Inspection General Station processed over 1.72 million entries and exits of foreign nationals throughout the year. Among inbound foreign visitors, Thai nationals ranked first with over 389,000 entries, marking a year-on-year increase of 75.4 percent. Why has Sichuan become a top "China Travel" choice for Thai tourists?

A Guide to Thai Tourists' Travel Patterns in Sichuan:

From "Special Forces–Style" Shopping Sprees to In-Depth Tours for Silver-Haired Travelers

"There are so many Thai tour groups here right now—I'd estimate close to twenty," remarked a staff member managing the boarding order at the Chengdu IFS shuttle bus stop on the afternoon of January 9, gesturing toward the steady flow of arriving coaches. Since last December, there has been a sharp increase in the number of Thai tourists visiting Sichuan, with many tour buses from travel agencies bringing Thai tour groups to Chunxi Road for visits every afternoon.

Suo Aili, Assistant General Manager of Sichuan Comfort International Travel Service, noted that in 2025, the agency received over 9,000 Thai tourists, marking a significant increase in the volume of visitors compared to previous years.

Thai tourists of different age groups have distinct ways of experiencing Sichuan. At the Pop Mart Chengdu IFS Store, a steady stream of Thai tourists, mostly young people, was seen shopping.

A Thai youth named Nuch told the reporter that she and three friends had embarked on a "special forces-style tour" of Sichuan through self-service traveling. They planned a four-day itinerary to see the snow at Bipenggou, hike on Wawu Mountain, visit the Panda Base to see the adorable cubs, and finally head to Chengdu's commercial districts for shopping. "Blind boxes are hugely popular in Thailand," said Nuch, who had already selected four boxes. While talking to the reporter, she continued adding items to her shopping bag, "I want to bring back more souvenirs for my friends back in Thailand."

Unlike the younger tourists, Thai tour leader Samul was leading a group of 25 middle-aged and senior travelers. "First, we'll adjust to the local climate in Chengdu, then head to western Sichuan to explore its icy landscapes." Samul, who has four years of experience leading tours between China and Thailand, speaks fluent Chinese. He noted that while Sichuan residents have long been frequent visitors to Thailand, a noticeable reverse trend is now emerging, with an increasing number of Thai tourists choosing Sichuan as their destination.

Samul has observed that nowadays, in addition to renowned attractions like Jiuzhaigou, Huanglong, and the Panda Base, other popular destinations such as Kuanzhai Alley and Eastern Suburb Memory in Chengdu, as well as Mount Siguniang, Dagu Glacier, and Bipenggou are increasingly being included in the itineraries of many Thai tourists. "Sichuan has so much to explore that we extend our stay," said Samul.

A set of data corroborates his observation: In the first eleven months of 2025, Dagu Glacier Scenic Area welcomed over 46,000 inbound trips, with Thai tourists accounting for a high 77.4 percent of the total. Similarly, Mount Siguniang Scenic Area also saw a significant increase in international tourist numbers, with Thai visitors showing the most notable growth.

During interviews, the reporter observed that Sichuan is not only a top travel destination for many Thai tourists but also a key transit hub for them to begin their journeys across China. Sichuan tour guide Xiao Min explained that the Thai tour groups she leads typically stay in Sichuan for about three days before moving on to other domestic cities such as Shanghai. "Winter is the peak travel season for Thai tourists, and many of them shop for winter clothing in Chengdu before continuing their journey." According to Xiao Min's rough estimate, group members spend an average of over 1,000 yuan on shopping in Chengdu.

What are Sichuan's "Traffic Secrets"?

Convenient Policy Packages, 2-Hour Flight Duration, 5-Second Customs Clearance, and Refund-Upon-Purchase Service

According to data from Trip.com, during this year's New Year holiday, Chengdu ranked as the third most popular destination for Thai tourists visiting China, following only Shanghai and Beijing. Why are Thai tourists so drawn to Chengdu and, more broadly, Sichuan? The answers most frequently heard by the reporter during interviews are: visa-free policies, proximity, beautiful ice and snow landscapes, and enjoyable shopping experiences.

Since the China-Thailand mutual visa exemption agreement took effect on March 1, 2024, enthusiasm among Thai nationals for "China Travel" has rapidly surged. Furthermore, as China has expanded the list of countries eligible for its 240-hour visa-free transit policy, international travelers in transit now have greater opportunities to explore the country in depth. At the same time, the geographical proximity and dense air network connecting Sichuan and Thailand have made on-a-whim trips to Sichuan a feasible option. Chengdu is geographically close to Thailand, with multiple direct flight routes already in operation to Bangkok, Phuket, and Chiang Mai. Among these, the flight from Chiang Mai to Chengdu takes only two hours and ten minutes, while the flight from Bangkok to Chengdu takes three hours. Currently, there are up to ten direct flights daily from Bangkok to Chengdu, reaching a maximum of 12 on the busiest days. According to statistics from Chengdu Tianfu International Airport, the air route between Chengdu and Thailand is the airport's busiest international route in terms of passenger throughput, with a total of 1.259 million passenger trips handled in 2025.

Samul made a comparison, "For winter snow viewing, Sichuan offers better value for money compared to some cities in northern China. Just the flight tickets alone can save one or two hundred yuan."

Geographic accessibility serves as the "hard foundation", and high-quality, convenient services constitute the "soft power" that makes Sichuan appealing to tourists. At Chengdu aviation ports, with the use of smart equipment and the dual pre-clearance for luggage, passengers can complete customs clearance in as fast as five seconds. The introduction of a temporary entry permit sticker, replacing the traditional passport stamp, has simplified entry procedures. Chengdu Tianfu International Airport has launched a "through-check-in" flight service that covers international-to-international, international-to-domestic, and domestic-to-international transfers, reducing the minimum international transit time to 90 minutes. A total of 38 international through-check-in flight routes provide significant convenience for travelers.

Moreover, the smooth shopping experience has allowed Thai tourists to achieve "shopping freedom" in Sichuan. As Sichuan's first designated block for departure tax refunds for overseas tourists, Chunxi Road gathers over 180 tax-refund stores, and Thai tourists carrying shopping bags are a common sight in key commercial areas like IFS and Taikoo Li. A representative from a relevant merchant told the reporter that Chengdu IFS supports refund-upon-purchase service for foreign tourists, greatly enhancing convenience.

Using blind boxes as an example, Nuch broke down the costs for the reporter: When compared to the premium-priced blind boxes in Thailand, buying them in Chengdu not only maintains the original retail price but also qualifies for tax refunds on bulk purchases, leading to significantly lower overall costs.

Payment methods also make the shopping spree even smoother. Alipay supports the binding of international bank cards. In Chengdu, 65,000 merchants accept international cards, and more than 20 overseas e-wallets can be used for direct payments. Additionally, more than 5,000 cash dispensers and cash service counters at over 1,300 bank branches are available for international card withdrawals and currency exchange. All these efforts allow Thai tourists accustomed to cash transactions to make payments with ease.

The even more considerate aspect lies in the details of the services provided. Chengdu is the first city in China to support direct public transit payments via international bank cards. Scenic spots, airports, and transportation hubs across Sichuan have achieved full coverage of multilingual guide systems.

Beyond the reasons mentioned above, the deep fusion of cuisine and culture is precisely what makes Sichuan a favorite among Thai people. During interviews, Sichuan delicacies such as hot pot and Mapo Tofu were frequently mentioned by Thai tourists. "Before 2020, Thai tourists in Sichuan rarely took the initiative to try local dishes. Today, hot pot and Suan Cai Yu (boiled fish with pickled mustard greens) are must-try items on their itineraries," said a representative from Chengdu Ledao International Travel Agency. According to the representative, this shift reflects the deepening cultural exchange between Sichuan and Thailand. With an increasing number of Sichuan-cuisine enterprises entering the Thai market, Thais have developed a fondness for Sichuan flavors.

[Learning from Others]

Other Provinces Also Accelerating Efforts in Inbound Tourism

What measures have other domestic regions taken to attract foreign tourists? Guangdong has issued the "Several Measures to Accelerate High-Quality Development of Inbound Tourism," introducing 23 innovative policies focusing on visa facilitation, customs clearance, payment systems, and more. At the same time, the province launched the "Discover Guangdong" global promotional campaign, inviting 300 travel agents and influencers from over 60 countries and regions for in-depth tours, with promotion carried out through overseas live streams and other methods. Key venues demonstrate and promote "refund-upon-purchase" for departing tourists, while the "Easy Travel One-Stop Service Counters" are also slated for an upgrade. In the first half of 2025, Guangdong received over 39.31 million inbound tourist visits, generating tourism foreign exchange revenue of 98.8 billion yuan. Both figures saw year-on-year growth exceeding 30 percent, placing the province first nationwide in total inbound tourist arrivals for the period.

Yunnan Province has rolled out the Implementation Plan for Inbound Tourism Incentives to Attract Visitors to Yunnan, offering direct financial incentives to businesses that organize inbound tourism. A four-theme inbound tourism product system has been developed, encompassing wellness retreats, parent-child study tours, "Guochao Tea &Coffee" culinary experiences, and "multi-stop" itineraries connecting major cities. Furthermore, comprehensive inbound tourism services have been upgraded in six prefectures (cities), including Kunming, Dali, and Lijiang. Key tourist spots now offer multilingual consultation and convenient payment options. Additionally, themed campaigns such as "Cool Summer" have been launched on overseas social media platforms to attract visitors from neighboring regions like Southeast Asia.

Leveraging national-level strategies, Shanghai, Beijing, Tianjin, and Chongqing are systematically enhancing their inbound tourism infrastructure. Key measures include advancing the debut economy by supporting domestic and international premium brands in launching new products, debuts, and exhibitions, facilitating customs clearance for imported new releases, and establishing a cluster of global landmarks for new product launches. Efforts are made to optimize entry policies and the consumption environment by providing a package of services in arrival areas, including entry service guides, communication services, currency exchange, and mobile payment options. Efforts also include encouraging more merchants to accept overseas bank cards, supporting the use of additional international e-wallets domestically, promoting "refund-upon-purchase", and developing consumption-friendly business districts for inbound tourists. Furthermore, efforts are being made to enrich the consumption supply by supporting the hosting of high-level international sports events and performances, as well as developing new tourism formats such as cruise tourism and low-altitude tourism, all aimed at comprehensively enhancing the international tourism appeal and consumption competitiveness of these core cities.