The Government is highlighting two of the best representations of Thailand’s soft power; one is Wai Khru ritual for Muay Thai and the other is Songkran, traditional Thai New Year festival.

Deputy Government Spokesperson Karom Polpornklang said that the Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, is scheduled to organize the 17th World Wai Khru Muay Thai Ceremony on 16-17 March 2025 at the Ayutthaya Historical Park in Ayutthaya Province, the old capital of Thailand.

The event will be held under the theme “Once in a Lifetime: Experience the Wai Khru Muay Thai Ceremony in Thailand.” Throughout the two-day event, visitors will experience various cultural activities celebrating Muay Thai, which is Thailand’s martial arts legacy.

According to TAT, there will be demonstrations of four traditional Muay Thai Boran styles: Muay Chaiya (southern region) focuses on defensive counterattacks, Muay Korat (northeastern region) is known for its powerful strikes, Muay Tha Sao (northern region) emphasizes speed and agility, and Muay Lop Buri (central region) is recognized for its deceptive movements.

The grand ceremony to perform a traditional “paying respect to the teachers” ritual, or wai khru ceremony, will take place at Wat Mahathat on 17 March, 17.00-21.00 hr. The 17th World Wai Khru Muay Thai Ceremony is expected to attract 5,300 participants, including 1,800 international visitors, generating 158 million baht in economic circulation.

Muay Thai, or Thai-style boxing, has been designated a signifucant part of Thailand’s “soft power,” with a unique identity in terms of both sport and tourism that can play an important role in developing the country’s creative economy.

As for the Songkran festival. TAT has launched the “Grand Songkran Grand Privileges” campaign, offering exclusive discounts, privileges, and rewards throughout April for international visitors. The campaign is specifically designed for families and lesser-known destinations, ensuring a unique and rewarding experience during Thailand’s most festive month.

Songkran is now recognized as UNESCO Intangible Cultural Heritage. It has been listed as one of the most well-known festivals showcasing Thailand’s soft power. The highlight of the Songkran festival is between 13 and 15 April, and it covers one week or more in some rural areas.

Deputy Government Spokesperson Anukul Prueksanusak said that a great number of tourists from Malaysia, Singapore, and Indonesia have reserved almost all the hotel rooms in Hat Yai, Songkhla Province, for the upcoming Songkran festival. A major selling point of this festival in Hat Yai is the midnight Songkran event, where tourists may enjoy the splashing of water at night time. Several other activities will also be arranged to attract visitors.