Amazing Muay Thai: Road to Rajadamnern finished off with a magnificent evening of masterful combat on Friday, 20th December.

Hosted by the Tourism Authority of Thailand (TAT) together with Global Sport Ventures, the event highlighted Thailand’s cultural soft power, drawing global attention to Muay Thai as an emblem of the nation’s heritage.

According to TAT governor Thapanee Kiatphaibool: “Muay Thai is more than a sport; it is a gateway to understanding Thailand’s history, traditions, and passion. By bringing Muay Thai to an international audience and welcoming them to its birthplace, we not only share our heritage but inspire tourism to Thailand.”

The series, which captivated audiences earlier this year in Spain, Australia, and the Czech Republic, culminated in Bangkok with four thrilling matches. 

Each bout featured top Thai fighters facing off against international champions, showcasing the global appeal of Muay Thai.

A powerful finish

The Amazing Muay Thai: Road to Rajadamnern series showcased Thailand’s unique cultural identity to the world through a combination of electrifying matches and cultural promotion. 

The events attracted over 5,200 attendees across all stages, with 1,650 attendees in Cádiz, Spain (27 July), 1,200 in Melbourne, Australia (31 August), and another 1,200 in Prague, the Czech Republic (30 November).

These events generated more than 6 million online impressions and reached over 30 million through offline media, reinforcing Muay Thai as both a cultural phenomenon and an ambassador of Thailand’s rich heritage.

As 2025 approaches, TAT plans to continue spotlighting Muay Thai as a key element of Thailand’s cultural tourism strategy, laying the foundation for innovative campaigns that connect global audiences with the heart of Thai heritage.