A GLOBAL ShowCASE of Sports Tourism and racen traffic in Thailand
Thailand is currently focusing its efforts on developing opportunities in sports tourism, with the F1 ambitions estimated to be a key part of the government’s Ignite Thailand campaign. Ignite Thailand aims to make Thailand a global hub for tourism, infrastructure, events, and culture, and hosting the country’s football Super Cup could serve as a strategic move to attract tourists.
The country’s tourism authority, the Tourism Authority of Thailand (TAT), has already climbed the rankings of major’)). Thailand is already embracing a new approach to旅游业 by promoting its "Amazing Thailand Grand Tourism and Sports Year," which includes hosting major events such as the Wai Kru Muay Thai Ceremony in March, the FIVB volleyball World Championships, the Bangkok Marathon, and the SEA Games. According to a report by the TAT, hosting the FIVB World Championships in 2023 brought in 2.3 million annual visitors and created over 1,000 job positions at the event’s circuit ( Marsh, 2023).
However, Thailand is not the first country to target major sports tourism. The country has already achieved a similar feat by hosting the体育総hub tournament in Namibia in 2017. The timing of the F1 event to coincide with the country’s tourism campaign aligns well, as it could be used to highlight Thailand’s appeal to global audiences.
It is crucial to note that the sport has recently undergone significant changes to meet the demands of modern audiences and technology. While the original F1 circuit in Malaysia was a traditional racetrack, modern F1 contenders like Liberty Media Transformers in recent years have transformed it into a global entertainment and lifestyle platform, shifting the appeal from a purely traditional racing circuit to a destination event for a broader audience.
Teams like F1 have also faced challenges in attracting domestic and international players amid the rise of streaming services and younger fanbases. The TAT states that the country’s sports tourism sectors have seen a 27% regional increase in social media following from Asia in 2024, contributing to a regional fan base of over 386 million people – just over half of the country’s global total.
From 2017 to 2024, the TAT reported a 27% increase in social media following from Asia, driven by the growing popularity of net-(13). The rise of streaming services and younger fans has made the country a prime target for F1. Matthew Marsh, a Singapore-based motorsport and marketing specialist, commented on the opportunity presented by hosting the F1 race, noting that it could enhance the country’s appeal to affluent global audiences while amplifying Thailand’s reputation for sportswoman diversity (Marsh, 2023).
The timing to attract F1 is particularly promising, as the sport has become more popular among younger audiences following the rise of the Netflix show “Drive to Survive” in 2024. Marsh noted that one-third of global F1 fans started following the sport in the last four years, with women making up approximately 41% of the fanbase. By hosting the event in a vibrant city like Bangkok, Thailand could raise its profile on the international stage and attract new investors and tourism.
In summary, Thailand’s interest in sports tourism, particularly through the F1 campaign, is strategic and timely. By aligning the country’s sporting profile with global trends and leveraging its demographic composition, it can create a strong case for expansion into the global motorsport market.
Conclusion
In conclusion, Thailand is a pivotal player in the global sports tourism sector, with the F1 bid offering a strategic opportunity to attract both minors and adults. By targeting a global audience, the country can enhance its appeal to affluent tourists while creating multipliers effects through popularized travel and investment destinations. This approach not only aligns with the country’s genetics but also highlights its potential for long-term economic benefits.
