TAT rolls out Hat Yai campaign to revive flood-hit South
The tourism agency is targeting foreign arrivals through Hat Yai, Sadao and Padang Besar to boost spending, restore confidence and support southern recovery.
Thailand’s tourism agency has launched a new campaign centred on Hat Yai and key border entry points in a bid to help revive the flood-hit southern economy, using special privileges, discounts and souvenir gifts to attract foreign visitors and stimulate local spending.
The Tourism Authority of Thailand (TAT) said it is moving ahead with an aggressive marketing strategy under the “Smile@South – Bringing Smiles Back to the South” campaign to support economic recovery in southern provinces affected by flooding. The initiative is aimed at urgently boosting tourism demand and generating spending across local economies.
Tourism drive targets flood-hit southern economy
At the centre of the push is the Amazing Thailand Passport Privileges @ HAT YAI campaign, which offers special privileges, discounts and souvenirs to international tourists entering the area through Hat Yai International Airport, Sadao Customs Checkpoint and Padang Besar Customs Checkpoint.
TAT Governor Thapanee Kiatphaibool, together with Nat Kruthasoot, Deputy Governor for Tourism Products and Business, and Nattaphan Treedecha, Director of the Tourism Industry Investment Promotion Division, joined public and private sector partners in welcoming inbound foreign tourists and presenting them with an “Amazing Bag” filled with Thai-themed souvenirs.
The gift package is intended to leave a strong first impression from the moment visitors arrive in Thailand, with welcoming activities held at Hat Yai International Airport and Sadao Customs Checkpoint.
Privileges and gifts aimed at foreign arrivals
The Amazing Thailand Passport Privileges @ HAT YAI campaign began on April 1 at all three activity points and has already received a positive response from international visitors, according to TAT. Tourists have responded well to both the Amazing Bag souvenirs and the convenience of accessing privileges through the campaign’s online platform.
TAT said the wider Smile@South campaign is expected to help stimulate travel, particularly among target visitors from Malaysia, Indonesia and Singapore, while also encouraging spending and improving the visitor experience.
Working with government agencies, private partners and tourism operators, TAT is offering discounts and tourism services from more than 100 businesses across Southern Thailand through the campaign.
The agency is also running the Amazing Bag activity, featuring selected Lucky Gifts from southern communities inspired by Thai charm, along with the chance to win Lucky Vouchers and special prizes from tourism partners worth more than 500,000 baht in total.
TAT sees 480 million baht boost for local tourism
TAT expects the project and related activities to generate at least 480 million baht in circulation for the local tourism industry. It also hopes the campaign will help restore the South’s image, rebuild confidence and sustainably bring smiles back to affected communities.
Tourists can join the campaign by presenting their passport to receive an Amazing Bag at activity booths at Hat Yai International Airport, Sadao Customs Checkpoint and Padang Besar Customs Checkpoint from now until April 30, 2026. They can also scan a QR code to register for special privileges from tourism partners across the South.
Further details on the Amazing Thailand Passport Privileges @ HAT YAI campaign are available on the project website.
