The influential China Daily newspaper on Tuesday carried a major feature on the Central Embassy mall, which unabashedly aims at serving the Chinese tourist market.

"Thailand's largest retail conglomerate hopes to attract more high-end Chinese tourists with a new luxurious shopping mall, following an upsurge in visitors over the past year and even greater numbers expected this year," said the story, which also was carried in the newspaper's online edition.

The distinctive Central Mall project, which should be fully opened this year, and Chart Chirathivat, managing director. (Provided by Central Group)

Central Mall opened in December on Ploenchit Road, after the department store company purchased part of the grounds of the British Embassy, at the corner of Wireless Road.

Chart Chirathivat, managing director of the Central Mall project, told China Daily that the store believes "a large number of Chinese are still wealthy and keen on buying luxurious goods during the global recession," the newspaper reported.

China replaced Malaysia as the biggest source of tourists to Thailand, with 1.94 million arrivals in the first nine months of 2012, up 39 percent year-on-year, according to the Tourism Authority of Thailand.

Beijing travel agent Song Meidan told the newspaper the average Chinese traveller to Thailand is growing more affluent.

"Thailand used to be the first overseas tourist destination for Chinese due to its relatively low prices compared with other popular destinations," the newspaper quoted the agent.

"But as the number of Chinese tourists going there has been soaring, there has been a greater need for high-end services too."