TAT and Harley-Davidson promote southern Thailand as motorcycle touring destination

Thailand

A joint media trip through Hat Yai, Songkhla, and Phatthalung highlights scenic routes, local culture, and cross-border travel potential in southern Thailand

The Tourism Authority of Thailand (TAT), together with Harley-Davidson Asia, has launched a new initiative to position southern Thailand as a premier motorcycle touring destination. The Amazing Thailand x Harley-Davidson Media Fam Trip, held from 2 to 4 May 2026, introduced international media, influencers, and motorcycle enthusiasts to touring routes across Hat Yai, Songkhla, and Phatthalung.

The campaign forms part of Thailand’s broader strategy to promote high-value tourism experiences under the concept “Unforgettable Experiences: Healing is the New Luxury.”

According to TAT, motorcycle touring offers a growing niche segment that combines freedom, cultural discovery, scenic travel, and community-based experiences.

Scenic routes and local experiences at the centre of the campaign

The programme began at Harley-Davidson Hat Yai, where TAT Deputy Governor for Marketing Communications Nithee Seeprae welcomed representatives from Harley-Davidson Asia, media outlets, content creators, and motorcycle lifestyle influencers.

“This collaboration with Harley-Davidson Asia presents southern Thailand as a travel experience that connects scenic landscapes, local communities, culture, and lifestyle,” said Mr. Nithee.

“Motorcycle touring offers a distinctive way to explore Thailand while offering freedom, flexibility, and a strong sense of place.”

The touring route linked natural attractions, heritage districts, local markets, viewpoints, and cultural landmarks across the three southern provinces.

In Hat Yai, participants explored Hat Yai Street Art and Khao Kho Hong Viewpoint, combining urban creativity with panoramic landscapes. The journey then continued to Songkhla Old Town and the historic Hub Ho Hin Red Rice Mill, where the group experienced local heritage and traditional community life.

International riders and influencers joined the journey

The media trip brought together participants from several countries, including Malaysian actor and radio presenter Elizad Sharifuddin, Singaporean content creator Jester Rock, and representatives from Thailand Backpackers Community in the United Kingdom.

Additional participants included Thai influencers Manitmonsur, Boromv, and Annieprisana.

A highlight of the programme was the “Cars and Coffee on Vacation” gathering at Songkhla Public Park on 2 May. More than 700 vehicles from Thailand, Malaysia, and Singapore attended the event, which also featured Harley-Davidson activities and showcases.

TAT said the gathering demonstrated the strong potential for short-haul and cross-border motorcycle tourism in southern Thailand.

Phatthalung showcases local culture and landscapes

In Phatthalung, the itinerary included Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge, and Manorah Road Viewpoint, introducing visitors to the province’s landscapes, cuisine, and southern Thai atmosphere.

The programme concluded with a visit to the Central Mosque of Songkhla, highlighting the region’s cultural diversity and accessibility for international travelers.

TAT expects the campaign to generate more than 20 million impressions across media and social platforms.

The Tourism Authority of Thailand and Harley-Davidson Asia said they plan to continue working together on motorcycle tourism initiatives, route development, and sustainable travel experiences aimed at strengthening Thailand’s tourism sector and expanding its appeal among international riders.