China's Golden Week gave Thailand a clear lift in its first days: Chinese arrivals rose 41.98% on the week before, to 133,946, in the week to 3 October, and The Nation reported more than 22,000 Chinese visitors entering on 30 September, almost double a normal day. The same reporting shows where the demand went and what to plan for next, because the Tourism and Sports Minister expects arrivals to ease the following week and the year to date is still down 3.88%. This briefing, from a Thailand DMC for travel agents, reads the first-week figures against our earlier Golden Week briefing, and treats them as a peak, not a new baseline.
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What the first week showed
Minister Surasak Phancharoenworakul gave The Nation the figures for 27 September to 3 October: 522,532 foreign arrivals, up 8.24% on the week before, with Chinese arrivals at 133,946. Other markets that week were India at 46,942 (up 16.53%), Russia at 22,326 (up 14.23%), Malaysia at 59,871 (down 0.64%) and South Korea at 21,219 (up 3.66%). From 1 January to 3 October arrivals were 23,452,895, down 3.88% on last year, and foreign tourist revenue was down 2.26%. China remains the largest market for the year, at 3,999,854. The minister said some airline cancellations had a minor effect and that coverage of Bangkok's flooding had not directly affected tourism. TAT's Beijing and Shanghai offices told The Nation that Chinese tour operators had confirmed customers were still travelling, and that most Chinese visitors fly Chinese airlines, so Thai Airways disruption did not change their plans.
Where the demand went
Tongcheng Travel's Golden Week list put Bangkok first among destinations outside mainland China, ahead of Kuala Lumpur and Seoul, with Singapore, Bali and Ho Chi Minh City also in its top ten. The Nation reports Chinese travellers favouring South East Asia over Japan amid tensions between Beijing and Tokyo: Japan dropped out of the top ten on the rival Tuniu list after ranking first in 2025, and the Japan National Tourism Organization reports Chinese arrivals to Japan down 56.4% in the first half of 2026. Trip.com said flight bookings by Chinese travellers to Phuket for the week were up 78% year on year; that is booking demand, not confirmed arrivals. Grab Thailand said rides to Song Wat rose tenfold in 2026 and to Khlong Bang Luang more than twelvefold, and that Pak Khlong Talat bookings nearly doubled with a trend for wearing lotus garlands in the hair. Those are small, walkable, photogenic neighbourhoods, found by Chinese visitors through social media rather than a package.
What to plan for
The minister expects arrivals to ease the following week as travel from China, South Korea, Hong Kong and Malaysia returns to normal after the holidays, so a quote built on the first-week numbers will overstate the run rate. The product that is selling is the neighbourhood and the half day, not the headline sight. Ask your Thailand DMC for a small-group walking route with a Mandarin-speaking guide through these districts, with the transfer and the timing handled, and for the same product outside the holiday weeks. Our TAT China strategy briefing explains why secondary cities matter, our Bangkok destination guide covers the districts, our guide services team supplies licensed guides, and every other service is on our Thailand DMC services page. Send your plans through our contact page.
Frequently asked questions
How much did Chinese arrivals rise in the first week of Golden Week?
By 41.98% on the week before, to 133,946, in the week of 27 September to 3 October, according to the minister's figures reported by The Nation.
Is the 78% Phuket figure arrivals?
No. It is Trip.com's year-on-year rise in Chinese flight bookings to Phuket for the holiday, which The Nation notes is booking demand and not confirmed visitors.
Did Bangkok's flooding put Chinese visitors off?
TAT said Chinese tour operators confirmed customers were continuing with their trips, and the minister said flood coverage had not directly affected tourism.
Will the surge continue?
The minister expects arrivals to ease the week after. The year to date, to 3 October, was still down 3.88%.
