New Sadao Checkpoint Opens as TAT Pushes to Attract Malaysian Tourists, Elevate Hat Yai to Global Status

The Tourism Authority of Thailand (TAT) supports the policy opening the road connecting the Sadao and Bukit Kayu Hitam checkpoints, enhancing seamless infrastructure between Thailand and Malaysia. Highlighting over one million Malaysian tourists entering Thailand by land, TAT aims to develop the New Hatyai project to sustainably boost the southern economy.

Opening the “Sadao Checkpoint” to elevate seamless travel between Thailand and Malaysia.

Ms. Thapanee Kiatphaiboon, Governor of the Tourism Authority of Thailand (TAT). She revealed recent success following the joint opening ceremony chaired by Anutin Charnvirakul and Dato’ Seri Anwar Ibrahim, Prime Minister of Malaysia, for the road connecting the Sadao Customs Checkpoint in Songkhla Province with Bukit Kayu Hitam Checkpoint in Kedah, Malaysia.

This event marks a significant turning point in transportation infrastructure development that not only facilitates smoother travel, trade, and tourism between the two countries but also aligns with the Ease of Traveling policy, boosting competitiveness and positioning Thailand as a full ASEAN travel hub.

Establishing “New Hatyai” by engaging KOLs to expand attractive travel routes.

TAT aims to create economic value through the Value over Volume strategy, targeting quality tourists. The upgraded Sadao checkpoint will be a key piece in promoting cooperation within the IMT-GT economic zone and elevating southern Thailand as the Southern Tourism Gateway connecting Thailand, Malaysia, and Singapore long-term.

Additionally, during the checkpoint opening, TAT is launching the “New Hatyai” project by attracting influential Malaysian social media KOLs to showcase fresh perspectives of Hat Yai and extend travel routes to Phatthalung, Trang, and Nakhon Si Thammarat, alongside roadshow events and joint marketing to stimulate spending and transform the “border city” into a “desirable tourist city.”

Unveiling significant statistics: Sadao checkpoint as a key strategic point favored by Malaysians.

Data from the Immigration Office from 1 January to 21 June 2026 shows the Malaysian tourist market as the second largest entering Thailand, with notable figures as follows.

• Total number of Malaysian tourists entering Thailand: 2,054,203 people.
• Traveling via land checkpoints (Overland Tourism): 1,768,663 people (accounting for 86.1% of all).
• Traveling through “Sadao Checkpoint” in Songkhla province, cumulative total: 1,041,816 people (accounting for 50.7% of all land arrivals).

This tourist segment shows high potential, with frequent repeat visits, favoring weekend trips to Thailand. Popular destinations include Songkhla, Bangkok, Narathiwat, Yala, Phuket, Krabi, and Satun.

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