Thailand Promotes its Muay Thai Tourism in Switzerland as TAT Bern Event Draws More than Two Thousand Spectators

Muay Thai, one of the most popular and recognizable cultures of Thailand, is being used in the Swiss country in order to promote tourism of Thailand by connecting people to Thai culture through Muay Thai as well as through wellness and travel experience. TAT, in collaboration with Rajadamnern Stadium, drew in over 2,000 people for the first ever Switzerland Mega Muay Thai (Road to RWS) held at Sporthalle Wankdorf, Bern, Switzerland on 26 September 2026.

This event not only had participation from fighters as well as audiences from various parts of Europe and other countries but also showcased Muay Thai as a sport as well as cultural experience. There were 10 matches featuring fighters from Thailand, Morocco, Switzerland, France and Germany. For TAT, this event was a part of the larger plan to market their creative and cultural heritage in the country in order to attract tourism.

Muay Thai Becomes Tourism Bridge Between Switzerland and Thailand

Muay Thai has a strong cultural identity in Thailand and offers international visitors a direct connection with the country’s traditions, discipline and sporting heritage. TAT used the Bern event to demonstrate how interest in the sport can translate into travel interest. Visitors travelling to Thailand can combine Muay Thai training and events with experiences involving:

• Thai culture
• Local cuisine
• Wellness
• Nature
• Heritage
• Regional destinations

The strategy positions Muay Thai as more than an entertainment product. It becomes part of a wider tourism journey that can combine physical activity with cultural discovery and personal development. This approach supports TAT’s “Thai Charms” positioning, which highlights distinctive elements of Thai identity for international audiences.

Petchmorakot and Daniel Rodriguez Headline International Fight Programme

The Bern event featured fighters representing several nationalities, reinforcing the international reach of Muay Thai. One of the main attractions was the bout between renowned Thai fighter Petchmorakot Sitsongpeenong and Swiss-Dominican fighter Daniel Rodriguez, a Rajadamnern Stadium champion. The participation of fighters from Thailand and Europe helped demonstrate the growing international community surrounding the sport.

The event also created a platform for Swiss audiences to engage directly with a major element of Thailand’s cultural heritage. Ms. Pannapa Cantarero, Ambassador of Thailand to Switzerland, and Mr. Chuwit Sirivejkul, TAT Deputy Governor for Policy and Planning, attended the event and presented awards to the winning fighters.

TAT Links Muay Thai With Thailand’s Wellness Tourism Strategy

TAT is positioning Muay Thai within Thailand’s broader wellness tourism offer. The sport combines physical training, discipline, confidence and personal development, making it relevant to travellers seeking active and wellness-focused experiences. The strategy connects with TAT’s “Healing is the New Luxury” concept, which promotes travel experiences that support both physical and mental wellbeing.

Visitors interested in Muay Thai can travel to Thailand to train in the sport’s birthplace while also exploring the country’s wider tourism offering. A Muay Thai-focused journey can therefore combine training with Thai food, cultural experiences, spa treatments, wellness programmes and destination exploration. This approach creates opportunities to attract travellers who may not traditionally consider Thailand solely as a beach or leisure destination.

Switzerland Emerges as Important Market for Muay Thai Tourism

The Bern event comes as interest in Muay Thai continues developing across Switzerland. Information from the International Federation of Muaythai Associations (IFMA) and WMC Swiss Pro indicates increasing spectator interest in Muay Thai competitions across the country during 2024–2026. Swiss-based fighters are also participating in international competitions, contributing to the development of a stronger local Muay Thai community.

This growing interest provides TAT with opportunities to engage directly with:

• Athletes
• Trainers
• Sports fans
• Wellness travellers
• Cultural travellers
• Potential Thailand visitors

For tourism promotion, an established sporting community provides a ready audience for destination campaigns built around authentic Thai experiences.

TAT Targets First-Time Swiss Visitors to Thailand

The Swiss market also presents an opportunity to attract travellers who have not previously visited Thailand. According to TAT’s 2026 international visitor behaviour survey, 42.76 percent of Swiss travellers to Thailand were first-time visitors. The figure indicates that a substantial share of Swiss visitors are still discovering Thailand for the first time.

TAT sees Muay Thai as a distinctive way to connect with prospective travellers who may not yet have experienced Thailand firsthand. By introducing Thai culture through a sport with an established international following, tourism officials can create a direct emotional and experiential link with the destination. The strategy can also encourage repeat engagement through training, events and specialised travel experiences.

Muay Thai Supports Thailand’s Creative Tourism Economy

The Bern event supports Thailand’s broader policy of using tourism and creative culture to generate economic value from national cultural assets. Muay Thai is a strong example of a cultural product that can be experienced in multiple ways. Travellers can attend competitions, participate in training programmes, explore traditional practices and connect the sport with other elements of Thai culture.

This creates opportunities for a wider network of tourism businesses, including training camps, accommodation providers, restaurants, wellness operators and local tourism services. The approach can also support communities by creating demand for experiences connected with Thailand’s cultural identity.

Thailand Promotes Authentic Cultural Experiences Through Sport

The international promotion of Muay Thai allows Thailand to present an aspect of its culture that is deeply connected to the country’s identity. The sport provides visitors with opportunities to understand Thai traditions through movement, training and competition.

TAT’s strategy is to turn this international interest into travel motivation by showing audiences that the experience can be explored more deeply in Thailand itself. A visitor may begin with an interest in watching Muay Thai but later become interested in training, visiting cultural attractions, exploring local cuisine or experiencing Thai wellness traditions. This creates a broader tourism journey built around discovery.

Bern Event Strengthens Thailand Switzerland Tourism Connections

The Switzerland Mega Muay Thai (Road to RWS) event provided a platform for Thailand to deepen engagement with the Swiss tourism market. More than 2,000 spectators attended the event, creating substantial exposure for Thailand’s cultural and tourism messaging.

The participation of international fighters and the presence of Thai diplomatic and tourism representatives further strengthened the event’s role as a tourism promotion platform. For TAT, the objective extends beyond attracting sports spectators. The organisation is seeking to convert cultural interest into travel demand by demonstrating how Muay Thai can become part of a broader Thai holiday.

Muay Thai Creates New Pathway for Swiss Wellness and Cultural Travel

The growing Swiss Muay Thai community provides Thailand with a distinctive opportunity to develop specialised tourism demand. Travellers interested in the sport can experience authentic training environments in Thailand while exploring the country’s diverse destinations. The combination of Muay Thai, wellness, culture and self-discovery fits the changing interests of travellers seeking more active and meaningful holidays.

The approach also complements Thailand’s established strengths in wellness tourism, food, beaches and cultural heritage. By connecting these experiences through Muay Thai, TAT can create a stronger tourism narrative for the Swiss market.

Thailand Expands Tourism Promotion Through Culture, Sport and Wellness

This example proves that Thailand is utilizing cultural assets recognized throughout the international community in order to promote its international tourism position. Muay Thai is a strong link between the sport, the culture, and the tourism. Also, the growth of the Swiss community means that there is already a target audience that can be used in further promotion efforts. Given that 42.76 percent of travelers from Switzerland who visited Thailand for the first time, there are still some possibilities for promoting the country.

Thus, the Mega Muay Thai in Switzerland event means more than just sport promotion activities. The event is an integral part of Thailand’s attempt to attract international travelers in the process of discovering their unique culture and traditional wellness practices.