Bangkok, 28 September 2026 – The Tourism Authority of Thailand (TAT), in collaboration with Rajadamnern Stadium, drew more than 2,000 spectators to “Switzerland Mega Muay Thai (Road to RWS)” at Sporthalle Wankdorf in Bern on 26 September. The event built awareness of Thailand through Muay Thai while connecting international audiences with the country’s culture, wellness and tourism experiences.
The programme featured 10 bouts involving fighters from Thailand, Morocco, Switzerland, France and Germany. Highlights included the match between renowned Thai fighter Petchmorakot Sitsongpeenong and Swiss-Dominican fighter and Rajadamnern Stadium champion Daniel Rodriguez.
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.
Mr. Chuwit said, “The growing Muay Thai community in Switzerland shows how strongly Thai cultural heritage can connect with international audiences. For TAT, this opportunity goes beyond the ring. We want interest to lead people to Thailand, where Muay Thai can be experienced as part of a cultural, wellness and self-discovery journey. This is also the spirit of ‘Healing is the New Luxury’ – presenting Thailand as a place where meaningful travel contributes to both physical and mental wellbeing.”
The event supported Thailand’s policy of using tourism and creative culture to generate economic value from the country’s cultural assets and create wider opportunities for local communities. TAT presented one of Thailand’s most recognisable cultural identities as part of the country’s “Thai Charms” through Muay Thai, connecting its traditions and discipline with audiences in Switzerland and Central Europe.
TAT also linked overseas interest in Muay Thai with travel to Thailand, where visitors can train at the sport’s birthplace while exploring culture, cuisine, wellness and destinations across the country. Under “Healing is the New Luxury”, Muay Thai adds physical fitness, discipline, confidence and personal development to these journeys.
The Bern event came as Muay Thai continues to gain traction in Switzerland. Information from the International Federation of Muaythai Associations (IFMA) and WMC Swiss Pro indicates growing spectator interest in Muay Thai competitions countrywide during 2024–2026, alongside performances by Swiss-based fighters in international competition. This expanding community creates further opportunities for TAT to engage athletes, trainers, fans and travellers interested in sport and culture.
TAT’s 2026 international visitor behaviour survey also found that 42.76% of Swiss travellers to Thailand were first-time visitors. TAT sees Muay Thai as a distinctive point of connection with this market, particularly among prospective travellers who have yet to experience Thailand firsthand.
