New tourism concepts from Thailand to mark new border crossing

On 10 August 2026, the opening of a new border crossing on the Thai side was heralded as a significant event. The establishment of the pathway had taken several years to complete. The Tourism Authority of Thailand (TAT) intends to promote novel tourism concepts to commemorate the inauguration of the kingdom's new road border crossing between Bukit Kayu Hitam in Malaysia and Sadao in Thailand.

The focus is now shifting towards food, culture, and landmarks to attract more Malaysian tourists. TAT officials expressed optimism about the efforts, which have borne promising results. During a media familiarisation initiative held concurrently with the new Thai border crossing's opening in Sadao, Songkhla, TAT highlighted new attractions such as Thai Muslim food, traditional favorites like Haadyai fried chicken and teh tarik, as well as innovative tom yam dishes.

Efforts are also being made to encourage non-Muslims to explore the region's diverse Buddhist and Taoist temples, which have proliferated in recent times. The opening of the new border crossing on the Thai side is viewed as a significant milestone. It took considerable time and effort to lay the new pathway into southern Thailand.

The new border crossing will accommodate customs, immigration, and quarantine (CIQ) border services. Prime Minister Anutin Charnvirakul and Malaysian counterpart Datuk Seri Anwar Ibrahim attended the inauguration ceremony. Although the Sado new crossing is now operational, private and tourist vehicles can still utilize the adjacent old crossing near Dannok border township. The new main crossing will initially cater to heavy vehicles, streamlining import and export activities between the two nations.

TAT praised the enhanced security measures at the new crossing. Malaysia's marketing manager, Richard Lim Chew Lee, emphasized that the new concept is more family-oriented and experience-based. For instance, TAT is showcasing food in modern settings in Songkhla township, the capital of Thailand's southernmost province, Songkhla.

In addition to food, recreational sports, the Songkhla beachfront facing the South China Sea, and Thai heritage and culture are on display. The Royal Malaysian consulate is also based in the provincial capital.

Lim highlighted that Thais have introduced innovative cuisines, including egg yolk ice cream and fresh fruit juices, to captivate Malaysian palates.