Hat Yai, Songkhla, 24 December 2025 – The Tourism Authority of Thailand (TAT) today hosted the flag-off ceremony for the “Smile @ South, Malaysia–Thailand Caravan” in Hat Yai, as part of TAT’s Smile@Hatyai – Bringing Smiles Back to Hat Yai recovery framework, marking the city’s return to normal operations following recent flooding and its re-emergence as a vibrant gateway for New Year travel in southern Thailand, while reinforcing tourist confidence in the region.
The event was presided over by Ms. Thapanee Kiatphaibool, TAT Governor, together with Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific. Also joining were senior TAT executives as well as representatives from the public and private sectors in Hat Yai.
Ms. Thapanee said “The Smile @ South Malaysia–Thailand Caravan sends a strong message that Hat Yai is open, operational, and welcoming visitors once again. The decision by more than 100 Malaysian travellers to journey here by road reflects genuine confidence and trust. Hat Yai and surrounding destinations are ready to welcome visitors during the festive period and beyond. In a bid to boost Hat Yai’s economy and capitalise on the festive season, TAT announces HATYAI NEW YEAR 2026, a major event to be held on 30–31 December 2568 along Thammanoon Witthi Road, to mark the city’s ongoing recovery and growth in tourism. The two-day celebration is expected to attract domestic and international visitors and support local businesses as part of Hat Yai’s broader recovery plan.”
Running from 23–26 December 2025, the caravan comprises more than 50 cars and big bikes, with more than 100 participants from Malaysia, including members of the media, travelling entirely overland from Kuala Lumpur via the Sadao Checkpoint to Hat Yai, Songkhla, and onward to Satun.
The participation of an all-Malaysian convoy provides a clear, on-the-ground signal of restored traveller confidence following the floods in November 2025, which temporarily disrupted tourism activity and cross-border movement. Infrastructure, transport links, and tourism services in Hat Yai and neighbouring areas have now resumed normal operations, supported by coordinated efforts from local authorities and tourism operators to ensure safety, accessibility, and visitor readiness.
The caravan’s programme includes hosted receptions and familiarisation activities in Hat Yai and Satun, enabling participants to experience local attractions, dining, and tourism services firsthand, while supporting tourism-related businesses across southern Thailand.
Malaysia remains one of Thailand’s most important regional source markets, particularly for land travel into the South. From 1 January to 21 December 2025, Malaysian arrivals reached 4.37 million, with a year-end target of 4.8 million. Notably, around 57% of Malaysian visitors enter Thailand via land border checkpoints. Sadao Checkpoint, the most popular entry point for Malaysian travellers, typically records an average of around 7,000 arrivals per day under normal conditions. While the flooding situation in late November to early December temporarily slowed travel flows, recent trends have shown a clear and positive recovery. Since mid-December, arrivals from Malaysia have picked up steadily, particularly over the past weekend, when total Malaysian arrivals to Thailand—by both land and air—averaged between 13,000 and 15,000 visitors per day. Malaysia has once again become Thailand’s largest source market during this period, reflecting renewed traveller confidence and the normalisation of cross-border travel.
Travel from Malaysia takes place year-round, peaking in April and from October to February. Malaysian travellers are largely independent and repeat visitors, with land travel playing a central role in access to southern destinations such as Songkhla, Betong, and Satun. Popular activities include dining, wellness, nightlife, cultural attractions, and community-based tourism, with key destinations spanning Songkhla, Bangkok, Krabi, Phuket, Chon Buri, Chiang Mai, and Phang-Nga, alongside growing interest in Krabi and Surat Thani’s island destinations.
