The Tourism Authority of Thailand (TAT) has launched the “Smile @ South” project as a proactive strategy to support economic recovery, following severe floods in Hat Yai and several provinces in southern Thailand in November 2025.

The project is intended to urgently revitalize tourism across southern Thailand and stimulate spending in the local economic system through the campaign “Amazing Thailand Passport Privileges @ HAT YAI.” The campaign features the “Amazing Bag” gifting activity, a lucky draw with prizes worth over 500,000 baht, and exclusive privileges and discounts at more than 100 outlets across the region. 

TAT Governor Thapanee Kiatphaibool, along with representatives from the public and private sectors, on 3 April 2026 welcomed international travelers at Hat Yai International Airport and the Sadao Customs House and provided them with the Amazing Bag, containing handcrafted items that reflect the identity and craftsmanship of southern Thailand. They also have the chance to win "Lucky Vouchers," with a combined value exceeding 500,000 baht.

According to TAT, during the campaign period from 1 April to 31 May 2026, international travelers arriving via Hat Yai International Airport, Sadao Customs Checkpoint, or Padang Besar Customs Checkpoint may participate by presenting their passport at designated activity booths to receive the Amazing Bag. A QR code inside provides access to exclusive privileges redeemable across participating establishments in the South.

The TAT Governor is confident that the “Smile @ South” project will encourage more tourists to visit Thailand, especially those from Malaysia, Indonesia, and Singapore. 

She said that southern Thailand continues to captivate visitors with its rich culinary heritage, warm hospitality, and diverse cultural and natural attractions. The South is fully prepared to welcome visitors, and this initiative ensures they feel engaged and valued from the moment they arrive.

It is expected that the project will generate at least 480 million baht for the local tourism industry during the period, while reinforcing positive perceptions of southern Thailand as a welcoming and vibrant destination.