New Sadao Road Opens Thailand-Malaysia Tourism Gateway

Bangkok, 13 July 2026 – The Tourism Authority of Thailand (TAT) welcomed the official opening on 10 July 2026 of the new road linking Sadao Customs House in Songkhla with the Bukit Kayu Hitam checkpoint in Kedah, Malaysia. The ceremony was jointly presided over by Thailand’s Prime Minister H.E. Mr. Anutin Charnvirakul and The Honourable Dato’ Seri Anwar Ibrahim, Prime Minister of Malaysia, marking a major infrastructure milestone in strengthening travel, trade and tourism connectivity between the two countries.

The ceremony brought together senior representatives from both countries. Thailand’s delegation included Mr. Phiphat Ratchakitprakarn, Deputy Prime Minister and Minister of Transport; Mr. Ekniti Nitithanprapas, Deputy Prime Minister and Minister of Finance; Mr. Surasak Phancharoenworakul, Minister of Tourism and Sports; Ms. Thapanee Kiatphaibool, TAT Governor; and TAT executives, alongside senior Malaysian officials.

The connection supports the government’s Ease of Travelling policy and cooperation under the Indonesia–Malaysia–Thailand Growth Triangle framework. TAT views the road as tourism infrastructure that will enable faster, more seamless cross-border travel, expand overland tourism, strengthen southern Thailand as a gateway linking Thailand, Malaysia and Singapore, and reinforce Thailand’s role as a regional travel hub.

Ms. Thapanee 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. This reflects TAT’s Value over Volume direction, under which stronger connectivity must deliver not only more journeys, but also greater economic value, safer travel and lasting benefits across destinations.”

The TAT Kuala Lumpur Office is expanding marketing activities around the new connection, combining overland and aviation promotions with scenic driving routes, private-vehicle journeys and cross-border tourism programmes. TAT will work with airlines, online travel platforms, travel agents, tourism operators, and Malaysian car, motorcycle and touring communities to extend travel from border areas to established and emerging destinations.

TAT is also preparing to launch the “New Hat Yai” project, inviting key Malaysian opinion leaders to present new perspectives on Hat Yai and to connect with journeys to Phatthalung, Trang, and Nakhon Si Thammarat. Roadshows, joint marketing initiatives, familiarisation trips, influencer content, Muslim-friendly travel promotion, sporting events, incentive travel and business events will further support destination dispersal.

Alongside improved connectivity and market development, TAT reaffirmed its commitment to tourist safety and security when travelling through the border area. TAT will continue working with relevant authorities and partners to provide clear information, strengthen visitor assistance and support safe travel through the Sadao gateway and onward destinations.

Malaysia remains one of Thailand’s leading source markets, ranking second after China with 2,142,904 arrivals from 1 January to 8 July 2026, against a full-year target of 4,825,000 visitors. Demand is driven by independent and repeat travel, weekend breaks and family journeys, with strong interest in gastronomy, culture, wellness, beaches, nature, shopping and local experiences.

The new Sadao connection, together with expanding road, rail, maritime and air links, will improve access across southern Thailand and reinforce the country’s long-term role as an ASEAN tourism hub.

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