Visitors pose for a photo at the Shandong booth during the 31st Thailand International Travel Fair in Bangkok. [Photo/WeChat account: sdswltwx]

From Jan 22 to 25, Shandong's booth based on the theme of "Hometown of Confucius, Friendly Shandong" made a strong impression at the 31st Thai International Travel Fair in Bangkok, a major tourism event attracting some 300,000 visitors.

To captivate and capture the Southeast Asian market, Shandong's delegation employed multiple strategies. Thai social media influencers and local tour guides shared first-hand travel experiences in China on the main stage. The delegation also held intensive talks with over 50 Thai travel agencies, resulting in seven firms deciding to deepen their cooperation through joint promotions.

Understanding regional tourist preferences was one of the keys to success. Shandong launched five curated travel routes, including World Heritage and ice-snow Chinese New Year tours, specifically designed for Thai free independent travelers. 

The visually striking booth quickly emerged as a hot spot among exhibition visitors and attendees, featuring interactive displays of traditional kites, glass art, and sugar painting. Popular cultural and creative products like luggage tags and guidebooks co-branded with Lonely Planet proved a major hit.

This exhibition marks a confident start for Shandong's international tourism promotions in 2026. With the recent launch of direct flights, such as the new Bangkok-Jinan route, Shandong aims to further develop the Thai and Southeast Asian markets, enhancing its global cultural tourism brand.