SONGKHLA, Thailand – The Tourism Authority of Thailand (TAT), together with the Kao Kon La Kao Foundation, Hat Yai Municipality, and local partners, organized the “Heart Yai Mai Phrue: Tod Kai Mai Tod Ting” event on March 8, 2026, as part of the “Smile @ South” campaign. This short-distance walk aimed to restore confidence in tourism and improve the image of the southern provinces following flooding in late November 2025.
TAT Deputy Governor for Marketing Communications Nithee Seeprae stated that the initiative aims to rebuild positive perceptions and encourage travel to the South following the floods’ disruptions. The campaign highlights the region’s readiness to welcome visitors and restore confidence.
The event featured a 3.1-kilometer walk through Hat Yai’s main economic and cultural areas, led by Artiwara Kongmalai (Toon Bodyslam), and attracted over 2,000 participants. The route began at Srinakorn Foundation School and included Lee Garden Plaza, Kim Yong Market, and Chue Chang Temple. The activity promoted health, leisure tourism, and engagement with local culture and community life.
TAT invited over 30 well-known restaurants in Songkhla affected by the floods, including vendors of fried chicken, dim sum, tea, and desserts, to join the event. Visitors sampled local cuisine and took part in a Stamp Passport activity, checking in at four landmarks to receive a commemorative scarf.
The campaign engaged over 30 influencers to promote tourism routes connecting Satun, Trang, and Phatthalung. TAT anticipates this initiative will help revive tourism and restore travel confidence in southern Thailand for the upcoming season. (NNT)
