TAT Partners with LCFC to Showcase Thailand's Cultural Appeal During Premier League Match
The Tourism Authority of Thailand collaborates with Leicester City FC to promote Thailand's soft power and attract tourism during a high-profile Premier League match.
TAT Partners with LCFC to Showcase Thailand’s Cultural Appeal During Premier League Match
The Tourism Authority of Thailand (TAT), in collaboration with Leicester City Football Club (LCFC), hosted an impressive promotional event during the Premier League match between Leicester City and Liverpool on April 20, 2025, at King Power Stadium in the UK.
This event marks a significant milestone in TAT’s goal to enhance Thai Soft Power on the global stage. It also builds upon the long-standing partnership TAT has had with LCFC since the COVID-19 pandemic.
With over 30,000 fans at the match and billions watching globally, this collaboration served as a powerful platform to showcase Thailand as a premier destination for sports and entertainment tourism. The partnership took advantage of football’s extensive reach to enhance Thailand’s visibility in European markets. As part of TAT’s broader Amazing Thailand Grand Tourism and Sports Year 2025 campaign, this initiative aims to attract high-quality tourists through the unifying spirit of sports.
Under the theme 5 Must-Do Experiences in Thailand, the event provided fans with a vibrant insight into Thai culture and travel attractions.
Nithee Seeprae, TAT’s deputy governor for marketing communications, stated: “TAT continues to view sports as a significant gateway for inspiring travel. Through this partnership with Leicester City, we have showcased Thailand’s identity on one of the world’s most viewed platforms. Our goal is to create lasting impressions that translate into actual travel decisions.”
A Most Elegant Sport
A highlight of the event was the Muay Thai demonstration featuring renowned fighters Shadow Singmawin and Alex Singmawin. Their innovative presentation of the traditional Wai Khru ritual showcased the elegance and cultural spirit of Thailand’s national martial art, captivating the audience both at the stadium and beyond. Fans also had the opportunity to participate in a Wai Khru demonstration, with prizes that included signed LCFC jerseys and limited-edition “Chang” boxing shorts, creating an engaging experience.
Delectably Thai
The culinary element introduced to attendees featured khao tan, a traditional Thai crispy rice snack made with sugarcane and watermelon juice, allowing spectators to sample Thailand’s unique flavors and rich culinary heritage.
To support the campaign, TAT has rolled out Amazing Thailand advertisements on LCFC’s platforms, including LED screens within King Power Stadium and digital content through LCFC.com, Facebook, and X. This extensive online presence, reaching over 10 million followers, significantly increased the campaign’s visibility. TAT also ran a Songkran-themed online contest ahead of the match, providing ten exclusive tickets to the event, which enhanced cultural engagement and anticipation.
*“TAT continues to see sport as a powerful conduit for travel inspiration. Through this collaboration with Leicester City, we’ve brought Thailand’s identity onto one of the world’s most watched stages.” - Nithee Seeprae
For more details about the event, visit Travel Daily Media.
