The Tourism Authority of Thailand (TAT), in partnership with Harley-Davidson Asia, has launched a new initiative to position southern Thailand as a premium motorcycle touring destination through the Amazing Thailand x Harley-Davidson Media Fam Trip.
The three-day programme, held from 2 to 4 May 2026, highlighted routes across Hat Yai, Songkhla and Phatthalung as part of Thailand’s strategy to develop high-value tourism experiences centred on lifestyle travel and road journeys.
Motorcycle Touring Positioned As Premium Travel Segment
TAT said the initiative supports its campaign concept “Unforgettable Experiences: Healing is the New Luxury” while promoting motorcycle tourism as an experience-driven segment combining scenic travel, culture, gastronomy and community interaction.
TAT Deputy Governor for Marketing Communications Nithee Seeprae said motorcycle touring offers travellers a distinctive way to experience Thailand with greater flexibility, freedom and connection to local destinations.
According to TAT, the programme also supports the agency’s Trusted Thailand strategy focused on safety, accessibility and quality tourism experiences.
International Influencers Joined Southern Thailand Route
The fam trip began at Harley-Davidson Hat Yai, where tourism officials welcomed Harley-Davidson executives, media representatives, content creators and motorcycle lifestyle influencers from across the region.
Participants included Malaysian actor and presenter Elizad Sharifuddin, Singapore-based creator Jester Rock, Thailand-based influencers Manitmonsur, Boromv and Annieprisana, as well as the Thailand Backpackers Community from the United Kingdom.
The touring route connected scenic roads, local communities, cultural sites and culinary destinations across southern Thailand.
Hat Yai, Songkhla And Phatthalung Featured In Campaign
In Hat Yai, participants visited Hat Yai Street Art and Khao Kho Hong Viewpoint, highlighting the city’s urban creativity and panoramic landscapes.
The route continued through Songkhla Old Town and the Hub Ho Hin Red Rice Mill, showcasing local heritage and the province’s historic atmosphere.
Participants also attended the Cars and Coffee on Vacation gathering at Songkhla Public Park, where more than 700 vehicles from Thailand, Malaysia and Singapore took part in the event.
Harley-Davidson organised activations during the gathering while supporting regional motorcycle communities and cross-border travel within southern Thailand.
Focus On Culture, Nature And Sustainable Tourism
In Phatthalung, the itinerary included Tai Nod Market, Chaloem Phrakiat 80 Phansa Bridge and the Manorah Road Viewpoint, promoting the province’s food culture, landscapes and local tourism experiences.
The programme concluded at the Central Mosque of Songkhla, underlining the cultural diversity of southern Thailand and the region’s accessibility for international travellers.
TAT expects the campaign to generate more than 20 million impressions and said it will continue cooperating with Harley-Davidson Asia on motorcycle tourism initiatives, route development and sustainable travel projects.
