Hua Hin, Thailand, March 10, 2024 / TRAVELINDEX / The WTA 250 Thailand Open 2024, presented by E@, concluded with a spectacular final. From January 29 to February 4, 2024, the participants competed at the Hua Hin Arena in Prachuap Khiri Khan Province for a total prize purse of up to US$267,082 (nearly 10 million baht). Beyond this sporting success, the tournament also significantly boosted tourism and stimulated the country's economy through its sports tourism guidelines.

Achawan Kongkanan, Director of the Tourism Authority of Thailand (TAT), has played a key role in raising global awareness of Thailand's "soft power." The world-class tennis tournament, the Thailand Open 2024, provides an important platform to showcase Thailand's soft power in international sports. The world's best tennis players participated in activities highlighting Thai art and culture, thus projecting a positive image of the country to the world. Hosting this major tennis tournament is yet another success for Thai tourism.

The event began with a cooking class in which the head chef of the InterContinental Hua Hin Resort taught renowned tennis players such as Zhu Lin and Ajla Tomljanović, along with their mothers. Charlotte Maria, daughter of German tennis player Tatjana Maria, also helped in the kitchen, preparing popular Thai dishes like Pad Thai with fresh shrimp, Massaman curry with chicken, Tom Yum Goong, and fried squid with basil. Thai cuisine is considered one of the ten "soft powers" and is promoted as a flagship of the country. Following the cooking class, international tennis players, led by former French Open champion Barbora Krejčíková of the Czech Republic, and three other players, presented alms to the monks of Wat Khao Yai Arun Bunyarat in the Hua Hin district. The ceremony took place in the fresh morning air on Hua Hin beach near the InterContinental Hua Hin Resort Hotel and reflected the identity and way of life of the Thai people. This also impressed the world's female tennis players.

Another soft power known worldwide is Muay Thai. This time, tennis players Tamara Zidansek and Nao Hibino had the opportunity to learn Muay Thai from "View" Yaowapa Buraphonchai, a bronze medalist in Taekwondo at the 2004 Olympic Games and promoter of the Legend FC boxing club. At the Legend Arena Sports Center on the third floor of the Blueport Hua Hin Shopping Center, they were able to try on boxing gloves and practice, which both found very exciting. It seemed as if they had experienced the essence of Muay Thai firsthand.

The highlight was the exclusive opportunity for the tennis players to walk the runway in Proud Thai silk outfits as part of the "Thai Extravaganza Reflection ACES Activity"—an event promoting Thai soft power with the support of the Tourism Authority of Thailand (TAT). All eyes were on Antonia Porsild, the enchanting runner-up of Miss Universe 2023, who, along with seven other tennis players, showcased a stunning silk gown at the Blueport Hua Hin Shopping Center in Prachuap Khiri Khan.

All these activities are examples of soft power measures that promote Thailand's image, thereby contributing to increased self-esteem and pride in Thai identity. They also generate significant financial revenue for the country through the Tourism Authority of Thailand's (TAT) soft power tourism program, including global sporting events such as the Thailand Open 2024 Presented by E@. The event can be considered a great success and has left a lasting impression on both international tennis players and the global dissemination of Thai soft power.