TAT Promotes Southern Thailand Recovery with International Mega FAM Trip - Get updated on what's happening in tourism!

The Tourism Authority of Thailand (TAT) has hosted the “Amazing Thailand Smile @ South Mega FAM Trip,” welcoming 25 key opinion leaders, influencers and bloggers from Australia, New Zealand, India, Indonesia, Malaysia, Singapore and Vietnam. The initiative aims to highlight Southern Thailand’s tourism offerings and support renewed international travel demand following recent regional challenges.

Held from 9 to 19 March 2026, the programme introduced participants to a series of tailored travel routes designed for different source markets. The itineraries focused on destinations across Southern Thailand, including Hat Yai, Songkhla, Trang, Satun and Phatthalung, with selected routes also incorporating Bangkok.

Tailored experiences across Southern Thailand

The programme featured seven customised travel routes centred around Hat Yai, a key tourism hub in the region. Each itinerary was designed to reflect the interests and travel preferences of specific markets, combining cultural experiences, local lifestyles, attractions and tourism services.

A networking dinner held on 13 March brought participating content creators together with tourism partners from Southern Thailand. The event provided an opportunity for travel industry stakeholders and digital creators to exchange ideas and strengthen cooperation aimed at increasing international visibility for the region.

Building confidence in Thailand’s tourism sector

According to TAT, the initiative forms part of the “Unforgettable Experience in Amazing Thailand” campaign for March 2026. The programme aims to strengthen awareness of Thailand among both established and emerging tourism markets while reinforcing confidence in the country’s tourism infrastructure and readiness.

Pattaraanong Na Chiangmai, TAT Deputy Governor for International Marketing for Asia and the South Pacific, said:

“The Amazing Thailand Smile @ South Mega FAM Trip forms part of the Unforgettable Experience in Amazing Thailand initiative for March 2026. TAT strengthened awareness of Thailand among both existing and emerging target markets, while reinforcing confidence in the country’s tourism readiness. The initiative also helped maintain strong partnerships across the tourism industry and supported Thailand’s position as a preferred destination for international travellers.”

Supporting recovery after flooding

The fam trip also contributes to the recovery of tourism in Southern Thailand following the flooding in November 2025, which affected several provinces including Hat Yai and surrounding areas. Government agencies worked together to support travellers, restore mobility and provide reliable travel information.

During this period, TAT activated the Tourism Crisis Monitoring Centre to coordinate tourism-related support and communication.

The Mega FAM Trip builds on earlier recovery initiatives, including the Smile @ South Malaysia–Thailand Caravan and the Amazing Hat Yai Happy Bus programme. Both campaigns were designed to stimulate tourism activity, support local tourism businesses and reaffirm the region’s readiness to welcome international visitors.

TAT expects the programme to generate approximately 500,000 impressions through participating creators and related publicity, further strengthening the international visibility of Southern Thailand across key Asia-Pacific markets.

Image Credit: © TAT