TAT sets THB55.9 billion tourism revenue goal for Songkhla–Hat Yai
Following a post-flood recovery, TAT plans to elevate the Songkhla–Hat Yai area from a gateway city to a global destination, targeting 8 million visitor trips in 2027.
- The Tourism Authority of Thailand (TAT) has set a revenue target of THB 55.9 billion for Songkhla–Hat Yai in 2027, aiming to attract 8 million visitor trips.
- This goal is part of a "Year of Transformation" strategy designed to elevate the area from a gateway city to a global destination following its recovery from floods.
- To achieve the target, TAT will shift focus from mass tourism to high-value experiences, promoting Songkhla as a UNESCO Creative City of Gastronomy to attract high-spending travelers.
- The plan also involves developing the Sadao checkpoint into a major ASEAN tourism gateway to increase arrivals from Malaysia, Singapore, and other regional markets.
The Tourism Authority of Thailand (TAT) has voiced confidence in the tourism sector in Songkhla province and Hat Yai district after the area emerged from the major flood crisis in late 2025.
It unveiled a proactive strategy to elevate the area from a “gateway city” to a “global destination”, while forecasting tourism revenue of THB55.9 billion for 2027.
TAT Governor Thapanee Kiatphaibool said during a mobile Cabinet meeting in Songkhla that tourism in Hat Yai district, Songkhla province, had already moved beyond its lowest point following the November 2025 floods, which affected nine southern provinces.
Between January and July 2026, the area recorded more than 4.44 million visitor trips and generated THB32.227 billion in revenue.
The data showed significant growth beyond pre-flood levels.
In line with the recovery in local tourism, TAT has revised its forecast and set more ambitious targets.
For 2026, it expects 7.5 million visitor trips and is targeting total revenue of THB55 billion.
These targets are supported by promotional activities conducted throughout the year by TAT in collaboration with other agencies.
For 2027, TAT aims to enter “The Year of Transformation”, a year of major transformation, targeting an increase to 8 million visitor trips and revenue of at least THB55.9 billion.
To reach those targets, TAT will focus on a paradigm shift from mass-market tourism towards delivering the “Grand Moment Experience”, or high-quality tourism that delivers added value (“High Value”).
A key driver will be advancing Songkhla in its role as a UNESCO Creative City of Gastronomy within the UNESCO Creative Cities Network, helping elevate street food and local restaurants to international standards and broaden the area’s visitor base to include high-spending travellers from China, Europe and America.
During the first half of 2026, TAT accelerated efforts to restore confidence through the “Smile @ South: Bringing Smiles Back to the People of the South” campaign.
One clear success was the “Midnight Songkran” festival, which brought an influx of 13,000–15,000 visitors from Malaysia and Singapore through the Sadao checkpoint each day and generated about THB100 million in economic activity within just a few days.
Activities in Songkhla Old Town and Hat Yai’s commercial district are also being developed to turn the two areas into a “Sustainable Shopping & Lifestyle Hub”, linking GI products and community products to the “Night Economy”.
For 2027, TAT plans to develop Sadao checkpoint into a fully fledged ASEAN tourism gateway, serving not only the core markets of Malaysia and Singapore but also CLMV markets over the longer term.
In parallel, it will communicate a new image through the “Trusted Thailand” project to erase lingering perceptions of flood damage and reinforce that Songkhla and Hat Yai are safe, clean cities with cultural appeal, ready to welcome visitors from around the world.
“We are not simply looking to return to previous levels; we are looking towards stronger growth than before by attracting visitors to the area through a range of activities, so Songkhla can be prepared to respond sustainably to any future crisis,” Thapanee said.
