BANGKOK, Thailand – The Tourism Authority of Thailand (TAT), in cooperation with Harley-Davidson Asia, hosted the Amazing Thailand x Harley-Davidson Media Fam Trip from 2 to 4 May 2026, showcasing Hat Yai, Songkhla, and Phatthalung as a distinctive motorcycle touring route in southern Thailand. The initiative positions motorcycle touring as a high-value travel segment under the campaign concept “Unforgettable Experiences: Healing is the New Luxury.”
Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, said, “This collaboration with Harley-Davidson Asia presents southern Thailand as a travel experience that connects scenic landscapes, local communities, culture, and lifestyle. Motorcycle touring offers a distinctive way to explore Thailand while offering freedom, flexibility, and a strong sense of place. The journey also supports our Trusted Thailand directive that reinforces the country’s image as a safe, accessible, and quality destination for experience-led travel.”
The fam trip began at Harley-Davidson Hat Yai on 2 May, where Mr. Nithee welcomed executives from Harley-Davidson Asia, media representatives, content creators, and motorcycle lifestyle influencers. The group then departed along a route linking scenic roads, community-based stops, local cuisine, cultural landmarks, and natural attractions across Hat Yai, Songkhla, and Phatthalung.
The activity brought together regional and international participants led by Malaysian actor, presenter, and radio DJ Elizad Sharifuddin, alongside Jester Rock from Singapore, Manitmonsur from Thailand, Boromv from Thailand, Thailand Backpackers Community from the United Kingdom, and Annieprisana from Thailand.
In Hat Yai, the route featured Hat Yai Street Art and Khao Kho Hong Viewpoint, introducing the city’s creative urban identity and sweeping natural vistas. The journey continued to Songkhla Old Town and Hub Ho Hin Red Rice Mill, where the group discovered local heritage, community character, and the province’s distinctive cultural atmosphere. Participants also joined Cars and Coffee on Vacation at Songkhla Public Park in the late afternoon of 2 May. The gathering drew more than 700 vehicles from Thailand, Malaysia, and Singapore, with Harley-Davidson curating on-site activations for visitors while supporting automotive and motorcycle communities, as well as short-haul and cross-border travel in southern Thailand.
In Phatthalung, the itinerary highlighted Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge, and Manorah Road Viewpoint, profiling the province’s landscapes, local food culture, and southern charm. The programme concluded with a visit to the Central Mosque of Songkhla, underscoring the route’s cultural diversity and its appeal as an accessible motorcycle touring destination.
The Amazing Thailand x Harley-Davidson Media Fam Trip is expected to generate more than 20 million impressions, extending awareness of southern Thailand’s motorcycle touring routes. TAT and Harley-Davidson Asia will continue cooperation on motorcycle tourism initiatives, creative route development, and sustainable travel offerings that support Thailand’s broader tourism direction. (TAT)
