Thailand targets 6 million Chinese visitors via ‘authentic’ content on RedNote, WeChat

Thailand’s tourism board is pivoting to a digital-first strategy to reach its goal of 6 million Chinese visitors, betting on authentic content on Chinese super-apps RedNote and WeChat instead of conventional advertising. The approach is exemplified by Phed Mark, a Bangkok street-food joint launched by food YouTuber Mark Weins. Its signature dish—pad kaphrao (minced meat with fried egg over rice)—became a must-try for Chinese tourists after video reviews on RedNote racked up millions of views. The restaurant now sees daily queues of Chinese visitors, and its success has even spawned copycat outlets mimicking its fireball branding.

The shift responds to headwinds like economic uncertainty, safety concerns, a strong baht, and rising flight prices that dampened Chinese outbound travel. By partnering with online experts and encouraging organic, review-driven content on RedNote and WeChat, Thai businesses can build credibility with younger, big-spending Chinese tourists who distrust heavily marketed campaigns. The strategy mirrors a broader trend: social commerce and influencer authenticity now drive travel decisions more than paid ads. For Thailand, mastering these platforms could be the key to rebounding Chinese arrivals and sustaining a vital tourism sector.