Thailand’s Southern Revival: ‘Smile South Caravan’ Celebrates Strong Recovery and Surge in Malaysian Travel to Hat Yai

Published on December 24, 2025

In a symbolic celebration of recovery and resilience, the Tourism Authority of Thailand (TAT) recently hosted the launch of the “Smile @ South, Malaysia–Thailand Caravan” in Hat Yai, underscoring the southern Thai city’s resurgence as a key destination for travelers. This initiative, part of TAT’s Smile@Hatyai recovery framework, marks a significant moment in Hat Yai’s return to normalcy after devastating floods disrupted the region in late 2025. With the city now re-emerging as a vibrant entry point for New Year tourists, the event also sends a strong message of renewed confidence to visitors, particularly from Malaysia.

The flag-off ceremony, held on December 23, 2025, was attended by key figures, including Ms. Thapanee Kiatphaibool, the Governor of TAT, and Miss Pattaraanong Na Chiang Mai, TAT Deputy Governor for International Marketing – Asia and the South Pacific. These leaders were joined by senior TAT executives, along with representatives from both public and private sectors in Hat Yai, all gathered to mark the start of a caravan that would travel overland from Kuala Lumpur to Hat Yai and beyond, bringing more than 100 participants, including media members, to explore southern Thailand’s attractions.

The caravan, which runs until December 26, is composed of over 50 cars and big bikes, highlighting the strong regional connection and tourism potential between Malaysia and Thailand. Participants will travel through the Sadao Checkpoint, the busiest land border crossing for Malaysian tourists entering Thailand, making their way through Songkhla, Satun, and other southern cities. This cross-border initiative is a clear indicator of the resurgence of travel flows between Malaysia and Thailand, particularly after the brief but impactful disruption caused by the flooding in late November.

Malaysia plays a critical role in Thailand’s tourism economy, especially for land-based travel. In 2025, Malaysian arrivals have been steadily recovering after the flood crisis. By December 21, 2025, over 4.37 million Malaysian visitors had crossed into Thailand, and the final number is expected to reach 4.8 million by year-end. A large portion of these arrivals, around 57%, enters Thailand via land checkpoints like Sadao, where pre-flood numbers would see upwards of 7,000 visitors daily. Despite the temporary slowdown during the flooding period, recent figures indicate a strong bounce back, with between 13,000 and 15,000 visitors arriving each day in mid-December alone.

This revived momentum underscores the resilience of the region’s tourism industry. The recovery efforts have been collaborative, with local authorities and tourism operators working together to ensure the safety, accessibility, and readiness of tourism services. In the days following the floods, infrastructure and transport links in Hat Yai and surrounding areas were swiftly restored, paving the way for a smooth flow of both domestic and international visitors.

The caravan’s program includes an array of activities designed to promote local tourism and support businesses in southern Thailand. Participants will take part in hosted receptions, familiarization tours, and cultural experiences in Hat Yai and Satun, showcasing the best that the region has to offer in terms of attractions, dining, and community-based tourism. This hands-on exposure helps to highlight the area’s offerings and bolster its standing as a key tourism hub for travelers in the region.

As the peak of travel from Malaysia typically occurs in the months of April and from October to February, Thai tourism officials are eager to maintain this positive trend into the new year. Malaysian tourists are known for being independent travelers, many of whom are repeat visitors, often utilizing land travel to explore popular southern destinations such as Songkhla, Betong, and Satun. Other favorite activities include dining, wellness retreats, nightlife, and immersing in Thailand’s rich cultural heritage. As travel habits shift, there is also growing interest in the island destinations of Krabi and Surat Thani, further expanding the potential for future tourism.

The continued success of Thailand’s tourism recovery hinges on fostering these strong regional ties, which are crucial for a seamless and attractive travel experience. In addition to exploring the vibrant southern provinces, Malaysian visitors are increasingly drawn to destinations like Bangkok, Phuket, Chiang Mai, and Phang-Nga, with new attractions being developed to keep pace with evolving traveler expectations.

This robust recovery signals not only the return of tourism to southern Thailand but also reinforces the region’s role as a pivotal player in Southeast Asia’s tourism landscape. By offering a wide range of experiences for visitors, from cultural immersion to beach vacations, Thailand’s southern provinces are once again positioned to welcome travelers with open arms, ensuring a steady stream of visitors for years to come.