The Tourism Authority of Thailand (TAT) revealed that Songkhla’s tourism sector has rebounded strongly following the major floods, generating 32 billion baht in revenue during the first seven months of 2026, with forecasts expecting revenue to reach 55 billion baht. The authority has set 2027 as The Year of Transformation.
Ms. Thapanee Kiatphaibul, Governor of the Tourism Authority of Thailand (TAT), disclosed during the first 2026 Cabinet meeting held in Songkhla from 31 August to 1 September 2026 the progress in restoring the tourism sector after the massive flooding in Hat Yai at the end of November 2025. The flood affected nine southern provinces and more than 1.08 million households.
TAT has accelerated both urgent and long-term recovery measures by continuously organizing economic stimulus activities from January to June 2026, including the Amazing Thailand Chinese New Year 2026 event, the Amazing Thailand Passport Privileges campaign at Sadao and Padang Besar border checkpoints and Hat Yai Airport, as well as the Hat Yai Midnight Songkran festival. These attracted Malaysian and Singaporean tourists crossing through Sadao checkpoint at 13,000 to 15,000 people daily. Additionally, confidence was built through the "Trusted Thailand" project and the "Big Heart, Not Stingy, Chicken Donation" activity in partnership with the Kao Kon La Kao Foundation.
According to Immigration Office statistics, Songkhla has become the number one destination for Malaysian tourists, surpassing Bangkok. From January to July 2026, 948,802 Malaysian tourists arrived, along with 28,248 from Singapore.
This recovery led to hotel occupancy rates in Hat Yai and Songkhla soaring to 80% between 28 August and 6 September 2026, coinciding with Malaysia’s National Day and the school holiday period. The night economy also visibly revived, with Thai massage shops, entertainment businesses, and walking streets in Songkhla’s old town bustling. This aligns with Songkhla’s designation by UNESCO as a Creative City of Gastronomy.
TAT forecasts that Songkhla will receive 7.5 million visitors in 2026, generating over 55 billion baht in revenue, up from 54.05 billion baht and 7.18 million visitors in 2025. Major events planned for the latter half of the year include Thai Fight Songkhla, Rimlay Beach Party, Songkhla Marathon, and a 10,000 Monk Alms-Giving Ceremony.
For marketing in 2027, TAT aims under the concept of The Year of Transformation to elevate Songkhla’s image, attract high-value tourists, and highlight its UNESCO Creative City status. It also plans to promote the Sadao checkpoint as ASEAN’s primary tourism gateway, targeting 8 million visitors and 55.9 billion baht in revenue.
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