Thai tourism operators have high hopes for Chinese tourists this year, whose arrivals are expected to reach 5.6 million in 2015.
A big jump in Chinese tourists could help offset the decline of Russian visitors after the sharp devaluation of the rouble.
The Tourism Authority of Thailand expects higher Chinese tourists arrivals this year thanks to increased flights from the mainland.
TAT governor Thawatchai Arunyik said China remained a rising star for Thailand tourism, with a 22% arrival growth target to 5.6 million visitors this year. Tourism revenue from Chinese travellers is forecast to surge by 27% to 248 billion baht.
During the Chinese New Year holidays from Feb 19 to 25, the TAT expects Thailand will welcome 143,000 Chinese visitors, recording revenue of 860 million baht.
Last year Thailand saw 24.8 million total tourists, of which 4.623 million or 18.6% were Chinese, 2.48 million Malaysian and 1.6 million Russian.
Sisdivachr Cheewaratanaporn, president of the Association of Thai Travel Agents (ATTA), said the Chinese tourist market had potential to grow, while the imminent Asean Economic Community's market integration should help China increase Thai tourism.
"If tourism sentiment remains positive like this, I'm confident the TAT will achieve its 5.6-million target for Chinese arrivals. To sustain the growth of the Chinese market, we need more flights and seats to bring them to Thailand. Related organisations must work to solve this issue," he said.
ATTA expects Chinese arrivals via its member tour agents to reach 1.1 million this year and 1.5 million next year.
Chinese tourists' average length of stay in Thailand is eight days per trip and spending per head is around 5,000 baht a day. Their most popular activities are tasting Thai foods, sightseeing, relaxing on the beach and spas and Thai massage.
The TAT said the Chinese liked to travel to Krabi, Phangnga, Koh Samui, Mae Hong Son, Sukhothai, Hua Hin, Ayutthaya, Koh Samet and Koh Chang.
The UN World Tourism Organization reports China has consolidated its position as the No.1 global tourism source market, generating US$129 billion in international tourism revenue last year.
The World Travel Market 2014 Industry Report said economic growth in Asia continued to be driven by China, although Southeast Asian countries including Indonesia, Malaysia, and Thailand were enjoying sound progress.
China's outbound tourism is predicted to reach 140 million people this year, with their spending forecast at more than $188 billion.
The top eight destinations for Chinese tourists in 2014 were New Zealand, the US, Canada, Australia, Singapore, Italy, Thailand, Britain.