The Tourism Authority of Thailand (TAT) continues to strengthen confidence in the Malaysian travel market through the Smile@South Malaysia–Thailand Caravan, an initiative aimed at revitalising tourism in Southern Thailand, particularly Hat Yai, Songkhla Province, during the New Year period. The activity welcomed a caravan of more than 50 vehicles, including cars and big bikes, with over 100 participants, reaffirming Hat Yai’s readiness as a key destination for Malaysian travellers.

Malaysia has once again become Thailand’s largest inbound tourism market, with more than 4.4 million Malaysian visitors travelling to Thailand this year. The market continues to generate widespread economic benefits, especially through high levels of Free Independent Travellers (FIT) and repeat visits. Building on this momentum, TAT is moving forward with a series of tourism promotions and signature events, including HATYAI NEW YEAR 2026, to drive year-end travel and support a strong recovery of the tourism economy in Southern Thailand.

The caravan brings together high-potential Malaysian travellers and families, travelling across major tourist attractions in Songkhla Province and extending routes to nearby destinations such as Satun. The initiative reflects strong confidence in the region’s tourism potential, highlighting readiness in terms of attractions, safety, and service standards.

TAT expects the campaign to help restore a vibrant tourism atmosphere in Hat Yai and neighbouring provinces, reinforce traveller confidence following recent challenges, and encourage continued travel from Malaysia during the New Year holiday period. This momentum is projected to support Malaysian arrivals to Thailand reaching no fewer than 4.5 million visitors this year.

Source: Tourism Authority of Thailand