Thai authorities are working with a subsidiary of Baidu to boost Thailand's image as a safe tourist destination and ease security concerns for Chinese travelers, according to Bloomberg.

On Thursday, the Tourism Authority of Thailand (TAT) signed a letter of intent in Bangkok with Beijing Baidu Netcom Science Technology Co. Ltd.

The company will deploy digital marketing, AI-powered travel insights and customized content to improve Thailand's tourism image for Chinese tourists, according to a statement from the TAT.

Chinese actor Wang Xing was found near Thailand's border with Myanmar after he went missing in January this year. His disappearance sparked a wave of Chinese tourists canceling their Spring Festival trips to Thailand.

In 2024, Thailand welcomed more than 35.54 million international tourists, of which 6.73 million were from China.

The Thai government aims to boost foreign tourist arrivals by 2025, reaching the pre-epidemic level of about 40 million per year.

Statistics show that the tourism industry accounts for about 12% of Thailand's GDP and a quarter of total employment.