TAT and Harley-Davidson Launch Southern Thailand as Premier Motorcycle Touring Destination
The Tourism Authority of Thailand and Harley-Davidson Asia partnered to showcase southern Thailand as a top motorcycle touring destination, spotlighting Hat Yai, Songkhla, and Phatthalung with a high-profile media event
Key Points
- 1TAT and Harley-Davidson Asia hosted a media fam trip from 2-4 May 2026 to promote motorcycle touring in southern Thailand
- 2The event featured notable participants and influencers from Malaysia, Singapore, Thailand, and the UK
- 3Key destinations on the route included Hat Yai Street Art, Songkhla Old Town, and Tai Nod Market
- 4Over 700 vehicles attended the Cars and Coffee on Vacation event in Songkhla, highlighting regional automotive enthusiasm
- 5TAT expects the campaign to generate over 20 million impressions, supporting continued motorcycle tourism initiatives
Southern Thailand is set to become a magnet for motorcycle tourism after the Tourism Authority of Thailand (TAT) partnered with Harley-Davidson Asia to host the Amazing Thailand x Harley-Davidson Media Fam Trip from 2 to 4 May 2026. The event highlighted Hat Yai, Songkhla, and Phatthalung as key destinations for riders seeking scenic routes and immersive local experiences. The initiative targets high-value travel under the campaign 'Unforgettable Experiences: Healing is the New Luxury.'
According to Mr. Nithee Seeprae, TAT Deputy Governor for Marketing Communications, "This collaboration with Harley-Davidson Asia presents southern Thailand as a travel experience that connects scenic landscapes, local communities, culture, and lifestyle." He emphasized that motorcycle touring offers a unique way to explore the region, providing both freedom and a strong sense of place. The partnership also aligns with TAT's Trusted Thailand directive, which promotes the country as a safe and quality destination for experience-led travel
The journey kicked off at Harley-Davidson Hat Yai, drawing prominent figures such as Malaysian actor Elizad Sharifuddin, Singaporean influencer Jester Rock, and representatives from Thailand and the UK. Riders navigated a curated route featuring Hat Yai's street art, Khao Kho Hong Viewpoint, Songkhla Old Town, and the historic Hub Ho Hin Red Rice Mill. These stops introduced participants to the area's creative, cultural, and historical assets while showcasing local cuisine and community heritage
A major highlight was the Cars and Coffee on Vacation event at Songkhla Public Park, which attracted over 700 vehicles from Thailand, Malaysia, and Singapore. Harley-Davidson hosted special activations for visitors, further strengthening ties between automotive enthusiasts and boosting cross-border travel in the region. In Phatthalung, the group explored Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge, and Manorah Road Viewpoint, culminating with a visit to the Central Mosque of Songkhla to underline the area's cultural diversity
TAT anticipates the campaign will generate more than 20 million impressions, significantly raising the profile of southern Thailand's motorcycle touring routes. The collaboration with Harley-Davidson Asia is set to continue, focusing on creative route development and sustainable travel offerings. For Koh Samui locals and visitors, this signals a growing emphasis on experiential travel and cross-border tourism, positioning the South as a hub for adventure and cultural discovery. OG Lab sees this initiative as a catalyst for diversifying Thailand’s tourism appeal and attracting new visitor segments
