Thailand remains a top destination for Chinese tourists as Alipay enables seamless spending, boosting travel convenience, cultural appeal, and booking surges.
Thailand Remains a Top Travel Choice for Chinese Tourists as Digital Wallets Transform the Global Tourism Experience
Despite increasing competition from other global destinations, Thailand continues to maintain its position as one of the most preferred travel choices for Chinese tourists. Fresh insights from Alipay and its global payment platform Alipay+ reveal that the Kingdom remains highly favored among outbound travelers from China—especially during peak travel periods such as Labor Day and Golden Week.
These findings reinforce Thailand’s stronghold as a tourism powerhouse in Asia and highlight how digital infrastructure, spending convenience, and unique travel experiences contribute to its ongoing popularity.
Thailand Holds Strong in the Face of Global Competition
During China’s most recent public holidays—Labor Day and Golden Week, two of the country’s busiest travel seasons—millions of Chinese citizens ventured overseas. According to new data from Alipay+, Thailand remained firmly ranked among the top ten global destinations visited by Chinese travelers. Other high-ranking locations include Hong Kong, Japan, South Korea, Singapore, Malaysia, Canada, France, and Italy, indicating a diverse array of outbound travel preferences.
This underscores Thailand’s resilience in the global travel market, even as more countries invest heavily in attracting Chinese visitors through targeted marketing, visa waivers, and cultural programming. What continues to set Thailand apart is its blend of affordability, cultural richness, and growing digital convenience.
Alipay+ Powers a Frictionless Travel Experience
One of the key enablers of this travel momentum is Alipay+, a cross-border payment solution that empowers Chinese tourists to use their local e-wallets while traveling overseas. Alipay+ currently operates in over 70 countries, allowing travelers to make seamless payments abroad without converting currency or carrying cash.
In Thailand, the integration of Alipay across major retail chains, hospitality providers, restaurants, and transit systems creates a frictionless spending experience that appeals especially to younger, mobile-first travelers. From shopping malls in Bangkok to resorts in Phuket and street vendors in Chiang Mai, Alipay is widely accepted—making the Kingdom one of the most user-friendly destinations for Chinese tourists.
This ecosystem of cashless convenience aligns closely with the digital habits of China’s tech-savvy population. For many, using their e-wallets abroad offers a sense of familiarity and security, reinforcing Thailand’s position as a welcoming, modern travel destination.
Changing Preferences Among Chinese Tourists
Alipay+’s data further reveals a shift in the behavior of outbound Chinese travelers. Instead of traditional sightseeing-heavy itineraries, many are now prioritizing personalized, high-value experiences. These include wellness retreats, culinary tours, nature escapes, and niche cultural explorations.
Switzerland emerged as the destination with the highest per-person spending, pointing to the growing demand for premium experiences. Meanwhile, South Korea saw a noticeable rise in the average spend per tourist—driven by the booming interest in aesthetic and cosmetic procedures, a trend that continues to grow across East Asia.
This evolution in travel behavior presents opportunities for Thailand to further diversify its offerings, especially in sectors such as medical tourism, eco-travel, and boutique hospitality, which appeal to affluent and experience-seeking Chinese travelers.
Surge in Public Transport and Mobility Transactions
The data also highlights an impressive 53% year-on-year increase in Alipay transactions related to public transportation. As Chinese travelers increasingly opt for independent, on-the-go travel styles, seamless mobility becomes a key factor in destination satisfaction.
In regions like Hong Kong and Macau, the use of Alipay for metro and bus systems has become almost instinctual, mirroring everyday payment behavior in China. In other parts of the world such as Japan and various European countries, more Chinese visitors are using the app to purchase train tickets, rent bicycles, or navigate inter-city transport without language or currency barriers.
Thailand, with its expanding public transportation systems and integration of mobile ticketing platforms, is well-positioned to meet these evolving traveler expectations.
Tax Refunds and Promotional Spending on the Rise
Another rising trend is the increasing use of tax refund services through Alipay, with the average refund per transaction growing by 33%. Tourists are becoming more aware of how to maximize their travel spending, and digital tax refunds offer a simple way to recoup costs without the hassle of paperwork or queues.
Additionally, the use of promotional offers via Alipay rose by 46% during the same travel period, signaling that travelers are actively seeking value-added opportunities while abroad. Discounts, coupons, and bundled experiences available through the app have become integral to how Chinese tourists plan and enjoy their overseas journeys.
China Welcomes More International Tourists
While Chinese travelers are exploring the world in record numbers, China itself is emerging as a hot destination for foreign tourists, thanks to updated visa-free policies and the expansion of inbound payment options.
Alipay data shows that transactions made inside China using foreign e-wallets have more than doubled year-on-year. Leading contributors include:
- AlipayHK (Hong Kong)
- Touch ‘n Go (Malaysia)
- Kaspi.kz (Kazakhstan)
- MPay (Macau)
- TrueMoney (Thailand)
These figures demonstrate how the digitization of tourism infrastructure not only facilitates outbound travel but also strengthens China’s appeal as a globally connected destination.
Thailand’s Winning Formula for the Chinese Market
Thailand’s continued popularity with Chinese tourists is no accident. It is the result of a winning formula that combines digital accessibility, cultural familiarity, and economic value. With Alipay deeply embedded into its consumer ecosystem, the country offers a hassle-free experience that resonates with modern Chinese travelers.
Furthermore, Thailand’s efforts to improve public transport, expand tourism experiences, and collaborate with global payment networks signal a forward-thinking approach that keeps it ahead of regional competition.
As travel continues to rebound, Thailand’s digital readiness and ability to cater to changing travel preferences ensure that it remains not just relevant—but indispensable—to Chinese travelers planning their next international journey.
Conclusion
In a global tourism landscape that’s rapidly evolving, Thailand’s strong digital infrastructure and strategic partnerships with platforms like Alipay+ have positioned it as a leader in accessible, experience-driven travel. As Chinese tourists become more discerning, digitally connected, and value-conscious, Thailand continues to meet them with seamless payment solutions, dynamic travel options, and unmatched hospitality.
Whether exploring the bustling streets of Bangkok, relaxing on the shores of Krabi, or indulging in a high-tech shopping spree, Thailand remains a top-tier destination for Chinese visitors in the age of digital tourism.
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