TAT Promotes Amazing Thailand Campaign to UK Football Fans

Oxford, United Kingdom – March 14, 2026 — The Tourism Authority of Thailand (TAT) hosted the “Amazing Thailand Amazing Thai Charms” event to showcase Thailand’s unique cultural identity and strengthen the global recognition of the “Amazing Thailand” brand among fans of Oxford United Football Club, a key segment of high-quality travelers in the United Kingdom. The event took place at Oxford United Football Club in Oxford, with Mr. Nithee Seeprae, Deputy Governor for Marketing Communications at TAT, joined by Ms. Dendeun Luengcheng, Director of Advertising and Public Relations, and Ms. Worapa Angkhasirisap, Director of TAT London Office, in meeting with Oxford United executives, including Mr. Tim Williams, CEO, and Mr. Adam Benson, Chief Commercial & Marketing Officer.

 

Mr. Nithee Seeprae stated that the collaboration between TAT and Oxford United aims to promote Thailand’s charm on the international stage. TAT organized a range of activities reflecting Thai identity, particularly under the “Must Taste” concept, to deliver memorable experiences to football fans attending matches at Oxford United’s stadium. The initiative seeks to engage high-potential UK travelers by leveraging the power of sports as a gateway to tourism, reinforcing the “Amazing Thailand” brand in long-haul markets and inspiring audiences to consider Thailand as their next travel destination.

 

 

As part of the event, TAT partnered with Oxford United to introduce Thai cuisine, featuring the popular Thai dessert mango sticky rice, prepared by Chef Yui Miles, a quarter-finalist from MasterChef UK 2019. Guests, VIPs, and match attendees were also served Thai iced tea from ChaTraMue, offering an authentic taste of Thailand designed to spark travel inspiration.

 

In addition, TAT promoted the “Amazing Thailand” brand and the “Healing is the New Luxury” campaign through various in-stadium media during the match, which attracted more than 10,000 spectators. The campaign was further amplified through branded polo shirts, hoodies, and jackets worn by players during travel, effectively increasing visibility among football fans and stadium audiences.

 

TAT expressed confidence that this collaboration will serve as a key channel to inspire international travelers and football fans to experience Thailand firsthand, while further strengthening the global presence of the “Amazing Thailand” brand.

 

 

Source : www.tatnewsthai.org