Sitthipong Sitthiphataraprabha, President of the Hat Yai–Songkhla Hotels Association, said bookings for the 2026 festival period were hovering around 40%, a sharp decline of 60% from last year, reported the Bangkok Post.
Visitor numbers were expected to reach only 25,000, far below the usual 50,000-60,000 during peak years, according to Matichon Online, said the report.
This Year’s Chinese New Year officially runs from Feb 17-23.
Mr Sitthipong said the festival used to fill every room in the business district, but this year the city is quiet. “Many guests come only to visit temples before moving on to better‑prepared provinces.”
Mr Sitthipong said only recently that limited flood‑relief support had slowed Hat Yai’s recovery, with many SMEs receiving only small subsidies and loans, leaving most shops unable to reopen. Only about 30% of street‑level businesses were operating, weakening the city’s appeal.
Although hotels have largely reopened using their own funds, operators say it remains difficult to attract visitors while much of the city is still shuttered, with the association estimating around 7 billion baht in tourism losses from flood damage, falling Malaysian arrivals and cancelled events.
Sompol Cheewawattanapong, former president of the Tourist Business Federation of Songkhla, said Hat Yai still “looks like a ghost town”, with numerous businesses unable or unwilling to reopen.
“Tourists don’t know where to go after checking in. Operators lack confidence because earlier government promises of flood prevention and recovery support have yet to materialise,” he said.
Many long‑time entrepreneurs, especially older ones, were considering closing permanently or relocating.
PUSH FOR REVIVAL
The Tourism Authority of Thailand (TAT) will host Amazing Thailand Chinese New Year 2026 from Feb 17–20, featuring cultural shows and performers from Fujian, China. Authorities expect more than 40,000 visitors and around 50 million baht in spending, though local operators remain cautious.
Business leaders continue calling for stronger marketing campaigns, more events targeting Malaysian tourists and additional soft‑loan support to help SMEs resume operations.