The sounds of strong kicks and jabs reverberate through the busy Asia hall, and it is easy to spot the source: four Muay Thai boxers at the Sports Authority of Thailand stand.
Thailand has brought Muay Thai as a tourism magnet to its participation at ITB Berlin 2026. At the stand are four Muay Thai gyms that specialise in introducing the sport to travellers through stay-and-learn packages.
Proadpran Samarnmit, deputy governor for professional sports and boxing with the Sports Authority of Thailand, told TTG Asia that the national sport of Thailand has the potential to drive greater tourism spend.
“When a boxing fan travels to Thailand to learn the martial art, he or she does not just stay for a few days. Learning the sport properly to earn a certificate requires at least 21 days of commitment. During this period, the sports tourist spends on various things in Thailand, which benefits the local companies,” said Proadpran.
It is also common for Muay Thai fans to visit Thailand with family and friends who would “go around to play and spend” while the former focused on training.
Thailand launched the 90-day Muay Thai Visa three years ago, and has seen strong interest from Australia, France and Singapore. The initiative is backed by the NowMuayThai website, which provides details on the sports visa as well as a comprehensive listing of certified camps and training gym packages.
