The Tourism Authority of Thailand partnered with Leicester City FC for a promotional event at a Premier League match, showcasing Thai culture through martial arts, food, and interactive experiences to boost tourism.
TAT’s Strategic Collaboration with Leicester City FC
Bangkok, 22 April 2025 – The Tourism Authority of Thailand (TAT), affiliated with the Ministry of Tourism and Sports, collaborated with Leicester City Football Club (LCFC) to host a promotional event on 20 April 2025 during the Premier League match against Liverpool at King Power Stadium, UK. This initiative underscores TAT’s commitment to leveraging sports to inspire travel. According to Mr. Nithee Seeprae, TAT Deputy Governor, this partnership brought Thailand’s unique martial arts, cuisine, and hospitality to a global audience. Such strategic engagements aim to create lasting impressions that turn into actual travel choices, reflecting TAT’s broader mission to globally promote Thai culture.
Elevating Thailand’s Soft Power through Football
The event showcased TAT’s ambition to enhance Thai Soft Power internationally, utilizing football’s vast reach to enhance Thailand’s presence in European markets. As part of the Amazing Thailand Grand Tourism and Sports Year 2025 campaign, the initiative sought to attract quality tourists via sports. Under “5 Must-Do Experiences in Thailand,” fans experienced Thai culture firsthand. A remarkable Muay Thai showcase, featuring renowned fighters Shadow Singmawin and Alex Singmawin, epitomized the “Must Try” experience. The display elegantly presented Thailand’s national martial art, captivating audiences at the stadium and viewers worldwide.
Amplifying Thai Culture and Tourism Outreach
Fans actively engaged through a Wai Khru demonstration, with the chance to win autographed LCFC jerseys and “Chang” boxing shorts, enhancing the interactive experience. The event’s “Must Taste” segment introduced khao tan, allowing fans to savor Thailand’s culinary heritage. TAT further amplified their campaign by deploying advertisements across LCFC platforms, reaching a combined online audience of over 10 million. Additionally, TAT conducted a Songkran-themed online contest in the UK, boosting cultural engagement and anticipation. The initiative built upon TAT’s ongoing partnership with LCFC, magnifying Thai tourism’s global presence and reinforcing the nation’s status as a premier sports and entertainment destination.
Source : TAT x Leicester City Spotlighted Thai Soft Power on the Global Sports Stage
