Thailand has placed its national sport, Muay Thai, at the centre of its tourism promotion at ITB Berlin, presenting the centuries-old martial art as a powerful cultural attraction and a gateway for international visitors seeking immersive travel experiences.

At the world’s largest travel trade exhibition in Germany, the Thailand Pavilion featured live Muay Thai demonstrations that drew crowds of industry professionals and media visitors.

Fighters performed traditional techniques and ceremonial rituals while coaches introduced the sport’s training methods, offering a vivid display of Thailand’s athletic heritage.

The showcase was organised by the Sports Authority of Thailand in cooperation with tourism agencies and Muay Thai training camps.

Officials emphasised that the martial art, widely recognised as Thailand’s national sport, has strong potential to expand tourism spending by attracting travellers interested in learning the discipline during extended stays.

Several Muay Thai gyms specialising in stay-and-learn programmes joined the exhibition, presenting packages that combine professional training with cultural experiences and travel across the country.

These programmes allow visitors to train with experienced coaches while exploring Thai destinations, creating a deeper connection to the country’s traditions.

The demonstrations formed part of a broader campaign to highlight Thailand’s cultural soft power, with Muay Thai positioned alongside cuisine, festivals and heritage attractions as defining elements of the nation’s global identity.

Officials said such initiatives reflect Thailand’s strategic effort to develop high-value tourism while celebrating distinctive cultural traditions.

Industry representatives at the event also engaged in business discussions with international tour operators and travel buyers, exploring partnerships that could expand Muay Thai tourism programmes in European markets.

The participation of renowned fighters and certified training camps added authenticity to the presentation and generated strong interest from potential partners.

ITB Berlin provides a major platform for Thailand to showcase its tourism offerings to global travel companies, airlines and media organisations.

By highlighting Muay Thai as both a sport and a cultural experience, Thai authorities aim to reinforce the country’s reputation as a destination where visitors can actively participate in local traditions rather than simply observe them.

The strong interest shown by visitors at the pavilion underscored the growing global fascination with Muay Thai.

Tourism leaders believe that integrating the sport into travel experiences can further strengthen Thailand’s international appeal and contribute to the country’s long-term tourism growth strategy.