The Tourism Authority of Thailand (TAT) is optimistic about sports tourism growth this year as it hosts the Amazing Muay Thai Festival this week, expecting more than 18,000 visitors.

Nat Kruthasoot, deputy governor for tourism products and business at the TAT, said Muay Thai is increasingly popular among both Thais and foreigners, with a growing number of gyms overseas attracting visitors to travel to Thailand.

“It is once in a lifetime for foreigners to experience Muay Thai’s wai khru ceremony in Thailand,” said Mr Nat.

In Thailand there were over 5,000 Muay Thai training centres and gyms nationwide, with another 20,000 centres overseas, said Mr Nat.

Feb 6 is celebrated annually as Muay Thai Day.

The TAT and partner organisations will hold the Amazing Muay Thai Festival 2026 at Rajabhakti Park in Hua Hin during Feb 4-7. The event expects over 18,000 visitors, generating over 214 million baht.

He said around 15-20% of attendees are expected to be foreigners. Top markets include those from China, the US, the UK and Europe, as these countries host Muay Thai gyms.

Many foreign tourists also travel to Thailand to train in Muay Thai via a non-immigrant visa, which enables them to stay for up to 90 days.

Highlights during the event include the krop khru ceremony, which involves up to 1,500 Muay Thai boxers, a Muay Thai competition, four traditional Muay Thai style activities, and concerts.

According to the Sports Authority of Thailand, Muay Thai content generated over 900 million engagements last year.

The Muay Thai market typical comprises three groups, namely regular audiences, people who opt to take part in health and self-defence activities, and hardcore Muay Thai fans, including coaches, athletes and referees.

Muay Thai not only drives the consumption of related products, but fans and participants also travel to sports venues nationwide, generating economic impact to local operators.

Mr Nat said there are about five more big events hosted by the TAT within the first quarter, including the Chinese New Year celebration in Hat Yai and Thailand UFO Days.

According to the Tourism Ministry, Prachuap Khiri Khan, which will host the event, welcomed over 11.4 million local and foreign visitors last year, a slight increase of 1.43%.

Lt Sitthichai Tanthasith, director of Prachuap Khiri Khan Tourism and Sports, said Hua Hin has sufficient accommodation as well as Muay Thai gyms.

Some tourists may be concerned about transportation safety when it comes to visiting Hua Hin due to the recent crane collapse on Rama II road, but travellers still have other alternative routes they can take, such as via the M81 motorway, he said.

 

https://www.bangkokpost.com/business/general/3189075/tat-banking-on-muay-thai-festival