Thousands of Malaysian tourists have been streaming across the border into Hat Yai in southern Thailand for the annual Songkran festivities, bringing a much-needed boost to the local economy, which is still recovering from the devastating floods of late 2025 compounded by the current impacts of the energy crisis.
Nawaporn Chuachomket, director of the Tourism Authority of Thailand’s (TAT) Hat Yai Office, explained that Songkran activities have been strategically spread across at least seven major zones in Songkhla province to maximise local engagement.
"We expect over 100,000 tourists to join the Songkran celebrations across the province," Nawaporn stated. "This is projected to see no less than 700 million baht circulate in the local economy."
The atmosphere in Songkhla province was vibrant yesterday and today as the ‘Hat Yai Midnight Songkran 2026’ tourism campaign entered its third day. The four-day event, running from April 10 – 13, is a cornerstone of the region’s economic recovery plan.
The Sadao border checkpoint has been seeing a growing torrent of visitors since early morning on April 11.
Tourists arriving on tour buses and in private vehicles suffered in tailbacks stretching over 5 kilometers, as visitors waited for immigration clearance.
Authorities estimate that, currently, nearly 20,000 travelers are passing through the Sadao checkpoint daily.
Local officials and welcoming committees are stationed at the border to greet Malaysian visitors, as they enter the country to take part in the water splashing festivities.
While the streets of Hat Yai are filling up with revellers, local vendors report a bittersweet start to the festival.
While many shopkeepers expressed relief at seeing the return of Malaysian tourists, they noted that individual spending power seems lower than in previous years.
“It feels good to see the crowds again," one local vendor told reporters, “but they aren't spending quite as freely as they have done before the floods. We are hopeful, though, that the momentum will pick up over the remaining days of the event.”
Despite the cautious spending, the TAT remains highly optimistic about the overall positive impact of the festival.
Success of the ‘Midnight Songkran’ campaign is particularly important this year as a symbol of Hat Yai’s resilience.
By extending the celebrations into the night, the city aims to transform the traditional water festival into a major regional draw, signalling that the gateway to Southern Thailand is once again open for business.
