TAT stages food trail and stamp passport activation to promote tourism in Hat Yai

Bangkok, Thailand – The Tourism Authority of Thailand (TAT), in collaboration with the Kao Kon La Kao Foundation and Hat Yai Municipality, organised a community walking event in southern Thailand as part of efforts to support tourism recovery in the region following floods in late 2025.

Held on 8 March in Hat Yai, Songkhla Province, the activity titled “Big Heart, No Worries – Frying Chicken, Not Abandoning” was staged under the “Smile @ South” campaign and drew more than 2,000 participants.

According to Nithee Seeprae, deputy governor for marketing communications at TAT, the initiative was launched as the agency works to rebuild confidence in travel to southern Thailand after severe flooding struck the region during the start of the tourism season last year. The disaster affected local tourism operators and temporarily disrupted travel in several areas.

The event featured a 3.1-kilometre leisure walk designed to highlight the recovery of affected communities and encourage visitors to return. The route began at Srinakorn Foundation School and passed several landmarks including Lee Gardens Plaza, Kim Yong Market, and Chue Chang Temple.

Thai singer and philanthropist Artiwara Toon Kongmalai joined the event and led participants along the route, which ran through key economic areas of the district.

Along the route, participants were able to sample food from more than 30 local restaurants affected by the flooding, offering dishes such as fried chicken, dim sum, Thai milk tea and desserts. A stamp passport activity also encouraged attendees to visit four landmarks—Lee Gardens Plaza, Kim Yong Market, Chue Chang Temple and Thong Sia Siang Tung Shrine—to collect stamps and receive a souvenir scarf created for the event.

The initiative also involved more than 30 influencers who travelled across nearby provinces including Satun, Trang and Phatthalung ahead of the event to produce content promoting tourism routes in the South.

TAT said the activity forms part of broader efforts under the “Smile @ South” campaign to support local businesses and encourage travellers to revisit the region.