Shanghai's Strategic Play for Thai Tourists with Klook Partnership

SHANGHAI, Feb. 10, 2026 – The Shanghai Municipal Administration of Culture and Tourism has launched a strategic new initiative, "This is Shanghai," in partnership with global travel platform Klook. The campaign aims to capture the burgeoning Thai tourist market by offering curated travel experiences and financial incentives, signaling a sophisticated new chapter in Asia's highly competitive tourism landscape.

This partnership provides Thai travelers with a 20% discount on a wide range of Shanghai-based activities booked through Klook until February 28, using the promo code SHANGHAI20. The move is a direct response to explosive growth, with Thai arrivals to the city reaching 513,000 in 2025—a staggering 70% year-on-year increase.

"We are pleased to work with Klook, a platform recognized for its digital reach and market familiarity," the Shanghai Municipal Administration of Culture and Tourism said in a statement. "This initiative aims to present Shanghai's cultural assets, urban vitality, and visitor-friendly environment to a broader Thai audience."

A New Battleground for Asian Tourism

Shanghai's targeted campaign is not happening in a vacuum. It represents a calculated move in the fierce competition for international tourists, particularly from Southeast Asia. For years, destinations like Japan and South Korea have been top-of-mind for Thai travelers, aided by favorable visa policies and strong cultural exports. However, the recent implementation of a mutual visa exemption between China and Thailand, effective March 2024, has dramatically reshaped the playing field.

This policy shift has made China, and specifically cities like Shanghai, significantly more accessible and affordable. Research indicates that while Japan remains popular, the cost of travel is a major factor, with tour packages to China starting at nearly half the price of a comparable trip to Japan. Shanghai has rapidly capitalized on this opening, with bookings from Thai travelers on some platforms soaring by 334% year-on-year in 2025.

By partnering with Klook, Shanghai is doing more than just waiting for visitors to arrive; it is actively pursuing a high-growth demographic with a data-driven strategy. The campaign demonstrates an understanding that modern tourism is won not just with landmarks, but with targeted, digitally-native marketing that reaches travelers where they plan their trips—online.

Curating Shanghai for the Modern Thai Traveler

The "This is Shanghai" initiative excels by looking beyond generic tourism. It acknowledges a fundamental shift in traveler behavior: the modern tourist, especially from Thailand, seeks immersive, experience-led journeys rather than simple sightseeing. The campaign's offerings are a direct reflection of this trend.

Instead of just promoting a view from the Bund, the partnership highlights a diverse menu of activities designed to appeal to specific interests. These include exploring the magic of Shanghai Disney Resort, drifting through the ancient water town of Zhujiajiao, trying on traditional Hanfu attire in the historic Yu Garden, and indulging in local delicacies like soup dumplings and crab roe noodles. This curated approach aligns perfectly with the motivations of Thai travelers, who prioritize food, adventure, and authentic cultural encounters.

Furthermore, the campaign taps into the economic behavior of its target audience. Research shows Thai travelers are willing to spend more for better food and hassle-free service, with over half of their spending in China occurring in retail and department stores. By offering a discount on experiences, the campaign encourages tourists to book more activities while leaving them with more disposable income for Shanghai's thriving retail and dining sectors. It is a strategy designed to deepen the visitor's engagement with the city and maximize their economic footprint.

The Power of the Digital Bridge

The selection of Klook as a partner is a testament to the evolving role of online travel platforms. They are no longer just booking engines; they are powerful digital bridges connecting destinations with highly specific global audiences. In a market like Thailand, where trip planning is heavily influenced by social media and key opinion leaders (KOLs), a strong digital presence is non-negotiable.

Klook provides Shanghai with a direct channel to a large, engaged user base of digitally savvy travelers. The use of a simple promo code, SHANGHAI20, is a classic yet effective digital marketing tactic that simplifies the booking process and provides measurable data on the campaign's reach and conversion rate.

A Klook representative noted the enduring popularity of the destination, stating, "Shanghai has long been a popular destination for Thai travelers. We believe this campaign will further encourage travel planning and support cultural exchange between our two markets." This sentiment highlights the symbiotic relationship: Shanghai gains targeted access to a key market, while Klook enhances its value proposition by offering exclusive deals on a top-tier destination.

As Thai outbound tourism expenditure is projected to surpass US$15 billion by 2025, the stakes are high. Shanghai's proactive and digitally-focused strategy is a clear signal of its intent to secure a significant share of this lucrative market. This campaign serves as a powerful case study in modern destination marketing, proving that understanding the traveler, leveraging the right digital tools, and presenting a curated vision of what a city can offer is the new formula for success.