The Tourism Authority of Thailand (TAT) expects a new road linking Thailand and Malaysia to boost cross-border tourism and improve access to southern Thailand following its official opening on July 10.
The road connects Sadao Customs House in Songkhla with the Bukit Kayu Hitam checkpoint in Kedah. The opening ceremony was jointly officiated by Thailand’s prime minister Anutin Charnvirakul and Malaysian prime minister Anwar Ibrahim, alongside senior government officials from both countries.
TAT said the new connection supports the government’s Ease of Travelling policy and cooperation under the Indonesia-Malaysia-Thailand Growth Triangle framework. It is expected to shorten travel times, encourage overland tourism and strengthen southern Thailand’s role as a gateway linking Thailand, Malaysia and Singapore.
Malaysia remains Thailand’s second-largest inbound market after China, with 2,142,904 arrivals recorded between January 1 and July 8, 2026, against a full-year target of 4,825,000 visitors. Demand is driven by independent and repeat travellers, weekend breaks and family holidays, with strong interest in gastronomy, culture, wellness, beaches, nature, shopping and local experiences.
To capitalise on the improved connectivity, TAT’s Kuala Lumpur office is expanding joint promotions with airlines, online travel platforms, travel agents and tourism operators, alongside campaigns targeting self-drive travellers, motorcycle groups and touring communities.
The tourism board is also preparing to launch its New Hat Yai campaign, inviting Malaysian opinion leaders to showcase new experiences in Hat Yai while encouraging travel to nearby destinations including Phatthalung, Trang and Nakhon Si Thammarat. Other initiatives will include roadshows, familiarisation trips, influencer campaigns, Muslim-friendly tourism promotions, sporting events and incentive travel programmes.
TAT governor Thapanee Kiatphaibool said: “The new Sadao road creates an opportunity to transform a border crossing into a regional tourism corridor. Connecting travellers more efficiently to Hat Yai and destinations across southern Thailand can encourage longer stays, wider travel and greater spending in local communities.”
TAT said it will continue working with relevant authorities and industry partners to strengthen visitor assistance and support safe travel through the Sadao gateway and onward destinations.
The new Sadao connection, together with expanding road, rail, maritime and air links, is expected to improve access across southern Thailand and reinforce the country’s long-term role as an ASEAN tourism hub.
