The Tourism Authority of Thailand (TAT), in partnership with Harley-Davidson Asia, hosted a media familiarisation trip from May 2 to 4, 2026, showcasing Hat Yai, Songkhla and Phatthalung as a motorcycle touring route.
The initiative positions motorcycle touring as an experience-led travel segment, aligned with the campaign concept Unforgettable Experiences: Healing is the New Luxury.
The itinerary began in Hat Yai, covering scenic roads, community stops, local cuisine and cultural landmarks across the three destinations. Locations included Hat Yai Street Art and Khao Kho Hong Viewpoint, followed by Songkhla Old Town and Hub Ho Hin Red Rice Mill.
In Phatthalung, the route featured Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge and Manorah Road Viewpoint, highlighting local landscapes and food culture. The programme concluded at the Central Mosque of Songkhla.
Participants included media, content creators and motorcycle lifestyle influencers from Malaysia, Singapore, Thailand and the UK. A Cars and Coffee gathering at Songkhla Public Park drew more than 700 vehicles from across the region.
The initiative is expected to generate over 20 million impressions, supporting awareness of motorcycle touring in southern Thailand. TAT and Harley-Davidson Asia plan to continue collaboration on route development and related travel experiences.
