THE Tourism Authority of Thailand (TAT) plans to promote new tourism concepts to mark the opening of the kingdom's new road border crossing between Bukit Kayu Hitam (Malaysia) and Sadao (Thailand).
There is now an inclination to pivot more towards food, culture and landmarks to woo more Malaysians over, and the efforts have been encouraging, said TAT officials.
In a media familiarisation initiative in conjunction with the opening of the new Thai border crossing at Sadao in Songkhla, TAT showcased new attractions such as Thai Muslim food, perennial favourites like the Haadyai fried chicken, teh tarik and innovative tom yam dishes.
There is also the effort to entice non-Muslims to visit its wide range of Buddhist and Taoist temples, which have mushroomed in the province of late.
The opening of the new border crossing on the Thai side is seen as a significant event. It took several years of painstaking efforts to cement the new pathway into southern Thailand.
Prime Minister Anutin Charnvirakul and his Malaysian counterpart, Datuk Seri Anwar Ibrahim, were present to mark the new crossing, which will host the customs, immigration and quarantine (CIQ) border services.
Although the Sado new crossing is now available, it is learnt that private and tourist vehicles can cross the old crossing located next to the Dannok border township.
The new and main one would, for now, cater to the heavy vehicles, and it is expected to ease the process for the import and export activities between the two neighbours.
TAT also lauded the higher security level, which would now be available at the crossing.
Its Malaysia marketing manager, Richard Lim Chew Lee, said that the new concept is more family-oriented and experience-based.
For example, TAT is now showcasing the food amid modern trappings in the Songkhla township, which is the capital of the southernmost province of Thailand - Songkhla.
Besides food, there are also recreational sports, the Songkhla beachfront, which faces the South China Sea and Thai heritage as well as culture here.
The Royal Malaysian consulate is also based at the provincial capital.
Lim said that Thais have also innovated their cuisine with desserts such as egg yolk ice cream and fresh fruit juices to entice the taste buds of Malaysians. - August 10, 2026
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