New Sadao road strengthens tourism link between Thailand and Malaysia - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has welcomed the opening of the new road connecting the Sadao Customs House in Songkhla with the Bukit Kayu Hitam checkpoint in Malaysia's Kedah state. Officially inaugurated on 10 July, the new link is expected to improve cross-border travel, boost overland tourism and strengthen southern Thailand's role as a gateway connecting Thailand, Malaysia and Singapore.

The opening ceremony was jointly led by Thailand's Prime Minister Anutin Charnvirakul and Malaysian Prime Minister Anwar Ibrahim, together with senior government representatives from both countries.

Faster travel and stronger regional connectivity

The new road supports Thailand's Ease of Travelling policy and cooperation under the Indonesia–Malaysia–Thailand Growth Triangle. According to TAT, the improved connection will reduce travel times, encourage multi-destination itineraries and generate greater economic benefits for communities across southern Thailand.

"The new Sadao road creates an opportunity to transform a border crossing into a regional tourism corridor," said TAT Governor Thapanee Kiatphaibool. "Connecting travellers more efficiently to Hat Yai and destinations across southern Thailand can encourage longer stays, wider travel and greater spending in local communities. This reflects TAT's Value over Volume strategy, delivering stronger economic value, safer travel and lasting benefits for destinations."

New marketing initiatives for southern Thailand

To capitalise on the improved connection, TAT's Kuala Lumpur Office is expanding promotional activities targeting the Malaysian market. Planned initiatives include scenic self-drive routes, cross-border travel programmes and partnerships with airlines, travel platforms, tour operators and motoring communities.

TAT is also preparing the "New Hat Yai" campaign, highlighting fresh experiences in Hat Yai while encouraging visitors to explore nearby provinces such as Phatthalung, Trang and Nakhon Si Thammarat. Additional activities will include roadshows, familiarisation trips, influencer campaigns, Muslim-friendly tourism promotion, sporting events and business travel programmes.

Malaysia remains a key source market

Alongside infrastructure improvements, TAT reaffirmed its commitment to visitor safety by working closely with authorities and tourism partners to ensure secure and seamless travel through the Sadao border crossing.

Malaysia continues to be one of Thailand's most important inbound markets. Between 1 January and 8 July 2026, the country welcomed more than 2.14 million Malaysian visitors, making Malaysia the second-largest source market after China. Independent travel, weekend breaks and family holidays remain key drivers, with strong demand for gastronomy, culture, wellness, beaches, shopping and nature experiences.

Together with expanding road, rail, maritime and air connections, the new Sadao route is expected to further strengthen Thailand's position as a leading tourism hub in ASEAN.

Image Credit: © TAT