The Tourism Authority of Thailand (TAT) has launched a new visitor engagement initiative under the “Amazing Thailand Passport Privileges @ HAT YAI” campaign, aimed at revitalising tourism across Southern Thailand between April and May 2026.

Southern Thailand Tourism Gets Boost with TAT’s New Initiative

As part of the campaign, international travellers arriving at Hat Yai International Airport and the Sadao Customs House are being welcomed with an “Amazing Bag” containing curated Thai-inspired souvenirs. The initiative is designed to create a positive first impression while encouraging visitors to explore the region.

The TAT delegation, led by Thapanee Kiatphaibool, along with Nat Kruthasoot and Nattaphan Treedecha, personally received travellers at key entry points. Visitors arriving via Scoot Airlines flights from Singapore were welcomed at Hat Yai International Airport, while those entering overland were greeted at Sadao.

The campaign builds on TAT’s “Smile @ South” initiative, introduced following the Thailand floods November 2025, with the objective of accelerating tourism recovery and supporting local economies in Southern Thailand.

Since its launch on April 1, 2026, the programme has seen strong participation, particularly from visitors from Malaysia and Indonesia, across three main entry points, including Padang Besar Customs House.

Participants in the campaign gain access to exclusive privileges and discounts from more than 100 tourism establishments across the region. Additionally, travellers have the opportunity to win a “Lucky Bag” of prizes offered by tourism partners, with a combined value exceeding 500,000 Thai Baht.

The initiative will run until May 31, 2026, with visitors able to participate by presenting their passport at designated booths and registering via QR code to unlock offers. Through this campaign, TAT aims to enhance visitor confidence, stimulate local spending, and reinforce Southern Thailand’s appeal as a welcoming and dynamic travel destination.

Thapanee Kiatphaibool, TAT Governor, said, “Amazing Thailand Passport Privileges @ HAT YAI reflects TAT’s proactive approach to restoring momentum in Southern Thailand. By engaging visitors from the point of arrival, the campaign strengthens confidence, encourages local spending, and enhances the overall travel experience through meaningful and accessible privileges.”