More Chinese tourists are expected to flock into local communities, especially in the North, emphasising the need for better logistics systems and understanding about Chinese behaviour.
Suthipun Jitpimolmard, director of the Thailand Research Fund (TRF), said the number of Chinese tourists visiting Thailand has been increasing gradually, from only 770,000 in 2009 to more than 8.3 million in 2016 and over 9.8 million last year.
China is expected to remain the top source market for arrivals over the next few years, with an expectation of 12 million Chinese visitors out of nearly 40 million arrivals by 2020.
The Tourism Authority of Thailand and the private sector has predicted arrivals from mainland China will surpass 10 million this year. Many of them will head to local areas, drawn by the government's tourism campaigns.
"This year more than 154 million Chinese will travel abroad and Thailand should remain a popular destination for them," Mr Suthipun said.
He said the Chinese continue to travel into Chiang Mai province because of the famous Chinese movie, Lost in Thailand, which screened in 2012. The film was shot in Chiang Mai and other parts of Thailand, and features several tourist attractions that still draw a lot of Chinese to the country.
In order to draw Chinese tourists into secondary provinces and local destinations, TRF is promoting Lampang and Lamphun as new destinations in the North. These two provinces offer tourists a long history of local and minority groups, natural beauty and culture.
These two provinces are also among the 55 secondary provinces where payments for accommodation and food are eligible for tax breaks of up to 15,000 baht.
The latest study on Chinese behaviour while travelling in Thailand suggests that tourism stakeholders should use more marketing strategies specifically to serve the Chinese and also to improve the infrastructure and logistics system to cope with the growth of the Chinese market in the long term.
The national research body considers the China market a huge opportunity that could impact the country's main infrastructure as well as local communities.
TRF urged operators involved in the China market to prepare well for the influx of free independent tourists from the mainland.
Supawadee Photiyarach, director of targeted research at TRF, said a study on "Understanding Chinese" found the China market is seeing newer trends such as more young Chinese going overseas by themselves, without tour companies, as the younger generation understands English or other languages.
The data shows 89.1% of Chinese who hold bachelor's or higher degrees prefer to travel by themselves and enjoy visiting unspoilt places. Many trace attractions, accommodation, transport, food and other activities through social media.
Most Chinese prefer to travel during the long period holiday, especially during Chinese New Year, which falls during January or February and during the National Holiday or Golden Week period in October.
Ms Supawadee said there have been increasing numbers of Chinese tourists spending time in local villages to experience green and unique culture, as opposed to urban areas, as seen in the past. They also avail medical treatments and visit rehabilitation centres.
Considering this trend, a higher number of local small boutique hotels have become popular among Chinese tourists, she said.
"They also love to eat local foods, especially Tom Yum Kung, seafood and seasonal fruits. Other favourites are massages and spas, extreme sports, and buying dried fruit," Mrs Supawadee said.
Wiang Gum Gam has become a popular destination for Chinese tourists because of the influence of the Chinese film 'Lost in Thailand'. PATIPAT JANTHONG