The Tourism Authority Of Thailand Unveils Bold Smile@South Caravan Initiative To Revive Malaysian Tourism And Reignite Hat Yai’s Travel Appeal Amid New Year Celebrations

Published on December 27, 2025

The Tourism Authority of Thailand has launched the powerful Smile@South Caravan to drive Malaysian travel, boost Hat Yai tourism, and revitalize Southern Thailand’s economy. This strategic initiative, which kicked off on December 24, aims to restore confidence in cross-border travel, particularly following disruptions caused by recent flooding in the region. By engaging more than 100 Malaysian participants in a convoy of 30 cars and 22 large bikes, the caravan promotes Hat Yai as a key destination for Malaysian tourists while also stimulating economic growth through increased visitor numbers. With projections to exceed 4.5 million Malaysian visitors by year-end, the caravan is a crucial step toward strengthening Thailand’s tourism sector.

The Tourism Authority of Thailand (TAT) has launched the “Smile@South Malaysia–Thailand Caravan” to encourage travel between Malaysia and Thailand and boost tourism in Hat Yai during the New Year season. This caravan aims to restore confidence among Malaysian travelers and revive Hat Yai’s tourism, particularly following challenges faced by the region due to flooding earlier in the year.

The caravan set off from Hat Yai on December 24, marking the official start of this special initiative. A convoy consisting of 30 cars and 22 large bikes from Malaysia, with more than 100 participants, departed from a hotel in Songkhla province. The group’s journey is designed to explore popular tourist spots in the Songkhla region before continuing on to Satun, further promoting cross-border tourism between Thailand and Malaysia.

This caravan marks a significant effort to reinstate Hat Yai’s image as a major tourism hub for Malaysian visitors. Thailand has long been a popular destination for Malaysian tourists, and the caravan aims to strengthen this connection. As part of the initiative, TAT hopes to draw more visitors to Hat Yai, which has faced challenges due to flooding and other disruptions in recent months. By emphasizing cross-border tourism, the caravan is expected to help recover the tourism market in the region and build the confidence of travelers.

Tourism between Thailand and Malaysia has been growing steadily, and the caravan is a timely push for further development. In 2025, between January 1 and December 21, over 4.3 million Malaysian travelers visited Thailand, making Malaysia the largest source of inbound tourism for the country. The caravan is seen as a way to maintain and expand this trend. Officials are optimistic that by the end of the year, the number of Malaysian visitors will exceed 4.5 million.

The caravan serves as a reminder of the importance of tourism between the two countries and demonstrates the potential for continued growth. Both Malaysia and Thailand are rich in cultural and natural attractions, making them ideal travel destinations for each other’s citizens. The caravan participants are taking part in activities that allow them to experience Thailand’s southern region in a way that highlights its cultural richness, scenic beauty, and warm hospitality. The caravan provides a unique opportunity for travelers to immerse themselves in local experiences, ranging from historical landmarks to natural wonders.

By promoting Hat Yai and the surrounding provinces as key tourist destinations, the initiative also aims to help the local economy. Tourism plays a crucial role in driving economic growth in these regions. As more visitors arrive, there will be more opportunities for local businesses to thrive. The event also serves as a platform to encourage future tourism developments in the area, creating new possibilities for the local population and businesses. By showing Malaysian visitors the diverse offerings of southern Thailand, the caravan hopes to spark further interest in the region and encourage repeat visits.

The timing of the caravan is particularly strategic, as it coincides with the New Year season, a peak travel time for many. As 2026 approaches, tourism officials are eager to see how these efforts will affect the upcoming holiday season. The caravan is expected to enhance the reputation of Hat Yai and southern Thailand as a destination for both short-term visits and long-term travel. With over 100 participants in the caravan, the event has the potential to create a ripple effect in terms of media coverage and increased awareness about the tourism opportunities in southern Thailand.

The initiative comes at a time when tourism has become a central focus for the Thai government. As Thailand works to recover from various challenges, including the COVID-19 pandemic and natural disasters, tourism has been identified as one of the key drivers of economic recovery. By targeting the Malaysian market, which is already Thailand’s largest source of international visitors, the caravan is part of a larger strategy to stimulate regional tourism and restore the sector’s pre-pandemic momentum.

Thailand’s tourism officials have set ambitious goals for the future, including the continued expansion of the country’s tourism infrastructure and services. With Malaysia being a close neighbor, the country represents an ideal market for Thailand to tap into. The “Smile@South Malaysia–Thailand Caravan” is just one example of how cross-border collaboration can help drive mutual economic and cultural benefits. Moving forward, both countries can continue to leverage their geographical proximity to create lasting partnerships in the tourism sector.

The Tourism Authority of Thailand has launched the Smile@South Caravan to drive Malaysian travel and boost Hat Yai tourism, aiming to revive the region’s economy following recent challenges. This initiative seeks to strengthen cross-border tourism and position Hat Yai as a prime destination for Malaysian visitors in the coming year.

Looking ahead to 2026, the caravan is expected to have a long-lasting impact on the tourism landscape in both Thailand and Malaysia. The positive results from this caravan will likely lead to more initiatives of a similar nature, promoting cultural exchange and tourism development across the region. With projections for Malaysian visitors to exceed 4.5 million by the end of the year, the “Smile@South Malaysia–Thailand Caravan” is seen as a crucial step in maintaining Thailand’s status as a leading tourism destination in Southeast Asia.