Thailand is leveraging its cultural heritage and sporting capacity to enhance tourism and stimulate local economies, with Muay Thai and international athletic events forming key parts of this strategy. On June 21, the Ministry of Tourism and Sports launched the “Mother Land of Muaythai 2025” initiative in Sa Kaeo province, aiming to highlight Muay Thai as both a cultural symbol and economic catalyst.
The initiative reflects a broader policy to position Muay Thai not only as a national sport, but also as a driver of regional development. In provinces like Sa Kaeo, located near the Cambodian border, such events are seen as tools to promote cross-border tourism and encourage spending in local communities, especially among small businesses and vendors who benefit directly from visitor inflows.
Beyond domestic events, the government is expanding Muay Thai’s international footprint. The Department of International Trade Promotion (DITP) is supporting overseas training centers and exporting Muay Thai-related products. These efforts also align with Thailand’s soft power agenda, which includes promoting the sport through entertainment channels like television, film, and gaming.
In parallel, the country is preparing to host high-profile international competitions, notably the Pattaya Marathon 2025, which will take place from July 19 to 20. The event is expected to attract over 53,000 participants and spectators from 68 countries, generating substantial tourism revenue for Chonburi province. Officials describe Pattaya as a leading example of sport-led tourism, with plans to replicate similar models in other regions.
Minister of Tourism and Sports Sorawong Thienthong presided over the Muay Thai launch in Sa Kaeo. The event was well-attended by local residents, reflecting the community’s strong engagement with the sport and its potential to contribute to regional development.
