Southeast Asia Information Port News (www.dnyxxg.com) – On December 24, 2025, the Tourism Authority of Thailand (TAT) held a launch ceremony for the "Smile@South, Malaysia-Thailand Tour" in Hat Yai, Songkhla Province. This event is an important part of the "Smile@Hat Yai – Bringing Smiles Back to Hat Yai" recovery framework, marking Hat Yai's return to normal operations after the floods and aiming to regain its status as a vibrant gateway for New Year tourism in southern Thailand, further boosting tourist confidence.
The ceremony was presided over by TAT Director Thapane Kiatpaipur, with Deputy Director Patharanon Na Chiang Mai, senior TAT management, and representatives from Hat Yai's public and private sectors in attendance. Thapane stated that this tour sends a clear signal that "Hat Yai has reopened to welcome guests," with over 100 Malaysian tourists driving to Hat Yai demonstrating their trust in the local area; Hat Yai and the surrounding areas are ready to receive visitors during the festival. To further boost the economy and capitalize on the festive season, Thailand Tourism Authority (TAT) announced the "Hat Yai New Year 2026" event to be held on December 30-31, 2026, at Taman Nuen Viti Road, aiming to support the continued recovery of the tourism industry.
The convoy event, taking place from December 23-26, will consist of over 50 cars and motorcycles, with more than 100 Malaysian participants (including media) traveling from Kuala Lumpur via the Sadao checkpoint to Hat Yai, Songkhla, and then to Satun. Receptions and cultural experiences will be held in Hat Yai and Satun during the event, allowing participants to experience local attractions and services, and supporting the development of tourism-related businesses in the south.
Malaysia is a core source market for land-based tourism in southern Thailand. From January to December 21, 2025, 4.37 million Malaysian tourists visited Thailand, with a target of 4.8 million by the end of the year. 57% of these tourists entered Thailand via land border crossings, with the Sadao checkpoint averaging approximately 7,000 arrivals per day. The November floods briefly impacted travel, but a clear recovery trend emerged after mid-December. Last weekend, the number of Malaysian tourists visiting Thailand averaged 13,000-15,000 per day, making Malaysia Thailand's largest source market again, demonstrating the restoration of tourist confidence and the normalization of cross-border travel.
