The Sports Authority of Thailand (SAT) is hosting a major 'SAT Sports Tourism Festival' in Chanthaburi, expected to generate 50 million baht in economic activity.
The SAT, partnering with Chanthaburi Province, is organizing a large sports event linking tourism at Central Chanthaburi from 24-26 July, featuring full activities including professional Muay Thai matches, a mini-marathon run, 3x3 basketball, a local product fair, and performances by popular artists on stage, expecting total revenue of 50 million baht across the province.
On 15 July at Chanthaburi Hall, Central Chanthaburi Shopping Center, the Sports Authority of Thailand (SAT) together with Chanthaburi Province held a press conference announcing the SAT Sports Tourism Festival 2026, with Mr. Surasak Koedchantuek, Deputy Governor of SAT for Sports Promotion, and Mr. Thawatchai Namsamut present.
Also attending were the Deputy Governor of Chanthaburi and Mr. Phanupree Dabungern, Director of Regional Sports Development at SAT, amid media representatives.
The SAT Sports Tourism Festival 2026, funded for fiscal year 2026, is scheduled for 24-26 July 2026 at the outdoor activity area of Central Chanthaburi Shopping Center, aiming to stimulate the economy and sports tourism according to the holistic economic development approach (BCG Model) for sustainable and environmentally friendly growth.
The festival will feature three sports competitions: professional Muay Thai, a mini-marathon run, and 3x3 basketball, plus cheerleading demonstrations. The Sports Entertainment Expo will promote public and tourist participation through sales of local products, food and beverages, artist performances, tourism promotion, showcasing Chanthaburi’s key attractions and identity, along with health and fitness activities for all ages. The event follows the BCG Model, expected to boost travel, increase local spending, generate income for businesses and communities, and enhance Chanthaburi’s image as a quality sports and tourist city with attractions like Thung Na Choei Park, Chanthaburi Riverside Community, and the Cathedral of the Immaculate Conception.
The SAT's Regional Sports Division, leading the event, views sports tourism as not only attracting athletes and supporters from Thailand and abroad but also driving tourism and sustainable economic circulation. Given global economic fluctuations, production shifts to neighboring countries have caused many Thai workers to be laid off, with some returning home long-term or permanently. Coupled with uncertain pandemics and rising urban living costs, workers tend to seek jobs and careers in their hometowns—provinces with natural resources, border gateway cities, cultural sites, and unique community identities. This plan aligns with the 20-year national strategy and government policies promoting tourist dispersal from main to secondary cities to encourage year-round domestic travel and spread income across regions.
Mr. Surasak Koedchantuek, Deputy Governor of SAT for Sports Promotion, stated that Chanthaburi is an ideal tourist province for sports-linked tourism, featuring sea, mountains, and many attractions. The SAT has received strong cooperation from all sectors in Chanthaburi. Highlights include the 10-kilometer run through key Chanthaburi routes on the morning of Sunday, 26 July, 3x3 basketball with national-level players, Muay Thai matches organized by prominent promoters, a cheerleading contest, and concerts by well-known singers such as Lam Yai Hai Thongkham, Kong Huayrai, and Paradox.
Mr. Surasak added that the SAT is impressed by the strong response from Chanthaburi residents, noting that registration for the run sold out in just five minutes, demonstrating high public interest. He praised Chanthaburi for effectively promoting the event beforehand, resulting in excellent reception.
“I hope that the sports-linked tourism event in Chanthaburi will stimulate the economy by at least 50 million baht and serve as a model to connect sports and economic stimulation in other provinces in the future,” said the Deputy Governor of SAT.
Mr. Thawatchai Namsamut, Deputy Governor of Chanthaburi, revealed that the province has many unique assets. A major highlight is the run around Chanthaburi city, along with local foods and famous herbs like cardamom, plus delicious traditional snacks. During the event, local businesses and hotels will offer special discounts to tourists, effectively boosting the provincial economy. Regarding readiness, he assured 100% preparedness concerning safety, first aid points, and staff monitoring the running routes throughout the event.
