The Sports Authority of Thailand (TAT) brought a full team to host the grand "Amazing Muay Thai Festival" at ITB Berlin 2026 in Germany from 3-5 March.
The Sports Authority of Thailand (TAT) participated in the world’s leading tourism industry trade fair, ITB Berlin 2026, held for the 60th time in Berlin, Germany, from 3-5 March. Mrs. Prodpran Samanmit, Deputy Governor of TAT for Professional Sports and Muay Thai, and Mr. Natthapon Antarsen, Director of the Muay Thai Sports Committee Office of TAT, led the delegation at the Berlin Expo Center City in Berlin, Germany.
On this occasion, Princess Ubolratana Rajakanya Sirivadhana Barnavadi visited the booth opening, business negotiations between buyers and sellers, tourism networking, and the seminar on tourism industry trends hosted by the Tourism Authority of Thailand (TAT). She also attended the opening of the "Amazing Muay Thai Festival" organized by the Sports Authority of Thailand. Mrs. Prodpran Samanmit, Deputy Governor of TAT, Mr. Natthapon Antarsen, Director of the Muay Thai Sports Committee Office, and Mr. Theerawat Silpa-acha, Director of the Muay Thai Promotion Division, were present to welcome and present souvenirs. Meanwhile, famous Muay Thai boxer Phetphanomrung Kiatmuu9 performed traditional Muay Thai techniques and taught basic Muay Thai skills to foreign attendees. The traditional Muay Thai ritual dance and fighting demonstrations drew significant interest from many international visitors.
At the same time, business negotiations involved representatives from Rajadamnern Stadium and three standard Muay Thai camps certified by the Muay Thai Sports Committee Office (MTSC): Singmawin Camp, Fairtex Camp, and Phuket Sing Muay Thai Camp, who engaged in talks with participants at ITB Berlin 2026.
The "Amazing Muay Thai Festival" at ITB Berlin 2026 was held to support government policy promoting Muay Thai as a cultural ambassador and economic stimulant. This includes encouraging Muay Thai competitions, establishing international Muay Thai institutes, and elevating Muay Thai camps to meet business standards to accommodate foreigners interested in Muay Thai tourism and competition. TAT aims to promote and support Muay Thai to create economic value as part of the creative economy and to use sports to boost tourism (Sports Tourism). Muay Thai generates a macro-level industry encompassing education, training for sport and fitness, equipment, referees, coaches, Muay Thai camps, and competitions or demonstrations domestically and abroad. Hosting the "Amazing Muay Thai Festival" in Berlin at ITB Berlin 2026 helps raise global awareness of Muay Thai, encouraging international coaching career development, creating positive perceptions of Thailand, and fostering acceptance that leads to the use and consumption of Muay Thai-related products and services.
Moreover, participants received information about standard Muay Thai camps from the original Muay Thai country, which benefits the overall Muay Thai industry system, builds confidence, and enhances the image of Muay Thai and the Sports Authority of Thailand. Foreign visitors also learned about upcoming world-class sports event destinations planned for Thailand from ITB Berlin 2026.
Mrs. Prodpran Samanmit, Deputy Governor of TAT for Professional Sports and Muay Thai, revealed, "We attended ITB Berlin 2026 integrating efforts with the Ministry of Tourism and Sports. We organized a separate Muay Thai booth to stimulate the economy through sports tourism. Besides Muay Thai, we also promote trail running and the MotoGP motorcycle world championship. Over the past two years, Muay Thai has gained global recognition and acceptance. Therefore, we set up a dedicated booth, bringing together all stakeholders including promoters, camps, boxers, and Muay Thai business operators from Thailand and abroad to build on this momentum for tourists and Muay Thai learners. Currently, Muay Thai tours are globally recognized. One essential activity for visitors to Thailand is learning Muay Thai. Thus, TAT is developing this into a future Muay Thai industry."
Mrs. Prodpran added, "We facilitate tourists coming to Thailand by providing visas allowing stays of 90-180 days. Among these tourists are those who travel to Thailand both for tourism and to learn Muay Thai. Previously, visitors came to watch Muay Thai for 3-4 days, but now more come specifically to learn Muay Thai, with full courses lasting at least 21 days. This creates additional income for the country through sports and Muay Thai. Besides learning Muay Thai, tourists also engage in other activities like running and rock climbing, combining experiences."
"We expect to cultivate a quality Muay Thai community. Participants in events like ITB Berlin 2026 have the means to further develop businesses, such as bringing Muay Thai personnel or international Muay Thai practitioners into Thailand as qualified professionals with clear value," said Mrs. Prodpran Samanmit, Deputy Governor of TAT for Professional Sports and Muay Thai.
Meanwhile, next year's ITB Berlin 2027 is scheduled to take place from 16-18 March 2027 at the Berlin Expo Center City in Berlin, Germany.