Muay Thai is Thailand’s Newest “Soft Power” Campaign.

Tourism officials in Thailand are developing a new tourism campaign to promote the internationally renowned Thai sport, Muay Thai.  Muay Thai or Thai boxing is known all over the world and people like giving it a go, regardless of whether they intend to pursue it seriously as a sport or simply for recreational activity.

The Tourism Authority of Thailand is now collaborating with the World Boxing Council Muay Thai as part of Thailand’s newest “soft power” campaign.  The government agency will support the WBC’s international Muay Thai marketing and provide Muay Thai tourism guides. The objective is to make Thailand a worldwide destination for the sport. This will generate revenue and expansion for the Muay Thai industry.

Several WBC Muay Thai diamond champions want to participate as well. Petchmorakot Petchyindee and Mehdi Zatout are among them. The name of the campaign is “Amazing Muay Thai.”

In order to protect the kingdom, the first Thai army was trained in Muay Thai under the Sukhothai Dynasty. The men have both armed and unarmed defensive training. The first Muay Thai camps emerged simultaneously with the growing awareness of danger between Thailand and its surrounding countries, especially Cambodia and Burma.

Nowadays, athletes from all corners of the world engage in the sport.

The ‘soft power’ campaign’s goal is to promote the ‘5 Fs’ worldwide. These 5 F’s are food, films, fashion, fighting (such as Muay Thai), and festivals. The program focuses on the concept of indirect or soft promotion.

SOURCE: The Pattaya News

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