Thailand’s Hat Yai Tourism Set for Growth with New Malaysia–Thailand Caravan, Here’s All You Need to Know

Published on December 27, 2025

The Tourism Authority of Thailand has launched the “Smile@South Malaysia–Thailand Caravan” with the objective to strengthen travel confidence and boost tourism to Thailand in general, and Hat Yai in particular. This initiative is set to attract Malaysian travelers to enjoy Hat Yai as a vibrant city and its surrounding areas, especially during the New Year period. The caravan, flagged off on December 24, 2025, was joined by an impressive convoy of 30 cars and 22 big bikes to travel from Malaysia to Thailand.

A Symbol of Recovery and Reinforcement for Hat Yai Tourism

The caravan launch event took place at the Buri Sriphu Hotel in Songkhla province, Thailand, and saw the participation of key figures, including TAT Governor Thapanee Kiatphaiboon, local business leaders, media representatives, and partner associations. The convoy, consisting of more than 100 participants, marks a significant step in promoting Hat Yai as a prime destination for Malaysian tourists. The caravan will travel through major attractions in Songkhla and continue to Satun, a neighboring province, before returning to Malaysia.

This caravan initiative comes at a crucial time for Hat Yai, as the city and surrounding areas are recovering from recent flooding. The tourism-driven caravan aims to reinstate confidence in the region’s tourism sector and reaffirm Hat Yai’s place on the travel map, ensuring a robust tourist influx for the New Year 2026 holiday season.

Caravan Journey: Promoting Cross-Border Travel Between Malaysia and Thailand

The “Smile@South Malaysia–Thailand Caravan” was carefully planned to not only stimulate tourism in Hat Yai but also to encourage cross-border travel between Malaysia and Thailand. The caravan’s route takes it through several important tourist destinations, allowing participants to explore both well-known and lesser-known attractions across the provinces of Songkhla and Satun.

For many Malaysian tourists, the road trip offers an exciting and unique opportunity to experience the natural beauty and cultural richness of southern Thailand. The event also promotes a sense of regional camaraderie between the two nations, enhancing the tourism relationship between Malaysia and Thailand. The caravan encourages tourists to experience cross-border tourism with ease, strengthening the connection between these neighboring countries.

A Boost for Malaysian Tourism to Thailand: Record-Breaking Numbers in 2025

The collaboration between Malaysia and Thailand has been a long-standing one, with Malaysia consistently being one of Thailand’s largest sources of inbound tourists. In 2025, a total of 4,378,522 Malaysian travelers visited Thailand, making Malaysia the largest tourism market for Thailand this year. This surge in visitors from Malaysia underscores the strong travel ties between the two nations, and the launch of the caravan is seen as a further attempt to foster and capitalize on this demand.

Tourism authorities expect the caravan initiative to be a pivotal factor in reaching new tourism milestones. By encouraging more Malaysians to visit Hat Yai and other southern provinces, tourism officials project that the number of Malaysian arrivals will exceed 4.5 million by the end of 2025. This growth in visitor numbers is anticipated to support the overall economic recovery of Hat Yai and its neighboring areas, which have faced challenges in recent months due to natural disasters.

Supporting Recovery Efforts: Helping Hat Yai Rebound from Flooding

Recent flooding in Hat Yai and the surrounding provinces had a significant impact on the local tourism industry. The floods, which affected infrastructure and businesses, temporarily disrupted the flow of tourists. The launch of the caravan is part of a broader effort to help the region recover from these challenges. By actively promoting travel to Hat Yai, the caravan will help local businesses regain the customer base they lost during the difficult period.

The caravan initiative also supports a broader strategy by the Tourism Authority of Thailand to rejuvenate regional tourism and promote destinations that may have been impacted by unforeseen natural events. The hope is that through campaigns like the “Smile@South Malaysia–Thailand Caravan,” travelers will be encouraged to visit, spend money, and help stimulate the economy in areas in need of a recovery boost.

Impact on Local Economy and Business Growth

The Malaysian tourism market is vital for the economic health of regions like Hat Yai. Malaysian visitors contribute significantly to local businesses, from hospitality and retail to dining and transport. With the caravan promoting regional tourism, more Malaysian travelers will explore the diverse offerings of Hat Yai and surrounding areas, providing a much-needed economic boost.

For local businesses, especially those in tourism and hospitality, the caravan is an opportunity to re-engage with a significant segment of their customer base. With the arrival of over 100 caravan participants and potential for more travelers to follow, hotels, restaurants, and local attractions stand to benefit from increased demand.

The increase in Malaysian tourists will also likely enhance cultural exchange between the two countries, with shared experiences and closer relationships between neighboring communities. Local tourism providers can use this momentum to offer new experiences, such as guided tours, local cuisine, and traditional entertainment, further strengthening Hat Yai’s reputation as a diverse travel destination.

Projected Impact on Future Tourism Trends

The launch of the Malaysia–Thailand caravan reflects evolving trends in cross-border tourism. With more travelers seeking unique and experiential trips, such as road trips and regional tours, the caravan taps into this demand for immersive and social travel experiences. This aligns with the increasing popularity of “slow travel” and road trips among tourists who are seeking more authentic and in-depth exploration of regions.

Moving forward, similar initiatives could play a crucial role in supporting tourism growth in other regions across Thailand. The success of the “Smile@South Malaysia–Thailand Caravan” could inspire further collaboration between Malaysia and Thailand, encouraging more themed caravans and joint tourism campaigns that promote not only Hat Yai but other parts of Thailand as well.

Looking Ahead: A Promising Year for Hat Yai and Southern Thailand Tourism

As the Malaysian tourism market remains a key pillar of Hat Yai’s tourism sector, the launch of the caravan is expected to help solidify the city’s reputation as a popular destination for Malaysian travelers. The partnership between the Tourism Authority of Thailand and local businesses, paired with the growing number of cross-border tourists, presents an optimistic outlook for the region’s tourism industry.

The caravan’s success is seen as a major step toward a prosperous 2026 for Hat Yai, with officials anticipating an influx of Malaysian travelers in the months to come. The “Smile@South Malaysia–Thailand Caravan” is more than just a promotional event—it represents a significant step in the ongoing recovery of Hat Yai’s tourism sector and a reaffirmation of the strong cultural and economic ties between Malaysia and Thailand.

Strengthening Ties and Stimulating Growth

The caravan initiated by the Tourism Authority of Thailand in the Malaysia–Thailand region represents a new strategy in the marketing of Hat Yai and neighboring regions. As the event increases the flow of tourists within the countries of Malaysia and Thailand, the caravan also represents an important event in the economic development of southern Thailand in preserving Hat Yai as the primary destination of Malaysian tourists. With the support of local business and the activities of local and international programs such as the caravan initiative, the outlook of Hat Yai tourists in the coming new year of 2025 represents promising potential.