Investing over THB 90 million in a four-month programme of sports, wellness, music and lifestyle experiences to position Hua Hin as a leading Wellness Lifestyle Destination

PROUD Group has joined forces with public and private sector partners, led by the Tourism Authority of Thailand (TAT), Chang International Co., Ltd., AIA Thailand and Cal-Comp Electronics (Thailand) Public Company Limited, to launch “Hua Hin Well Played,” a major tourism campaign backed by an investment of more than THB 90 million. Running for four months from November 2026 to February 2027, the campaign aims to elevate Hua Hin into a leading Wellness Lifestyle Destination through a diverse programme of sports, health, music and lifestyle experiences designed to revitalise tourism throughout the season.

Key highlights include “HUA HIN PLAY FREE,” offering free access to selected sports facilities and a water park, alongside exclusive privileges worth more than THB 15 million. The campaign will also transform the beachfront into a “HUA HIN HYBRID BEACH PLAYGROUND” and introduce a Music Destination Marketing strategy featuring a specially produced song. In addition, a TikTok and Instagram Reels content challenge will invite visitors to share their Hua Hin experiences for a chance to win a Toyota Land Cruiser FJ, further enhancing the destination’s appeal and generating economic opportunities for local businesses and communities.

H.E. Suwat Liptapanlop, former Deputy Prime Minister of Thailand and Chairman of the Project Advisory Committee, said: “Tourism remains a key driver of Thailand’s economy. However, the focus today must extend beyond visitor numbers to the quality of tourism, length of stay and the creation of memorable experiences that encourage visitors to return.

“Hua Hin is a destination with a distinctive identity and enduring charm, from its seaside resort atmosphere and local way of life to its cultural heritage and relaxed pace. These are valuable strengths that we must preserve while continuing to develop new tourism opportunities. At the same time, Hua Hin has considerable potential in nature-based activities, sports and health services, which can be further developed into a quality Wellness & Longevity Destination.

“‘Hua Hin Well Played’ is therefore an initiative to elevate the destination by bringing together sports, wellness, music and lifestyle experiences, while building on the city’s existing character and strengths. Our aim is to make Hua Hin an attractive destination for travellers of all generations, while stimulating travel, distributing income to local businesses and communities, and supporting sustainable economic growth.”

Ms. Proudputh Liptapanlop, Executive Director of PROUD Group, said: “PROUD Group remains committed to continuously enhancing Hua Hin’s tourism appeal through major events and activities. These include the Cal-Comp & CCAU Industry 4.0 ITF World Tennis Tour 2026, Glamping Festival 2026, AIA One Billion Day 2026 and Hua Hin Beach Countdown. These initiatives bring fresh energy to the destination, attract visitors and further unlock Hua Hin’s potential as a Wellness Lifestyle Destination that supports healthier and more balanced living.

“‘Hua Hin Well Played’ is built around the concept of ‘Travel Well, Play Well, Live Well’, bringing together Sport, Wellness, Longevity, Hospitality and Lifestyle Experiences. It also promotes Lifestyle & Family Sport through accessible activities that encourage everyone to relax, stay active and enjoy quality time together. Beyond creating memorable experiences for visitors, the campaign aims to stimulate tourism and the local economy, positioning Hua Hin as Thailand’s Playground for Well-Living.”

Four Months of Sports, Wellness and Lifestyle Experiences

One of the campaign’s key highlights is “HUA HIN PLAY FREE”, which invites visitors to enjoy a range of complimentary activities and facilities.

The programme offers 50 hours of free pickleball court time per day at Arena Pickleball Club, located within Bluport Hua Hin, and 50 hours of free tennis court time per day at Arena Hua Hin, compared with the regular rate of THB 800 per hour. Visitors can also enjoy complimentary admission to Vana Nava Water Jungle Hua Hin for 50 people per day, normally priced at THB 1,400 per person.

Visitors staying in Hua Hin can access these privileges by presenting proof of a hotel or accommodation booking in the area, with a stay date between November 2026 and February 2027, subject to the campaign’s terms and conditions.

The campaign will also introduce “HUA HIN HYBRID BEACH PLAYGROUND,” transforming Hua Hin’s beachfront into an open-air Sport & Wellness Lifestyle destination. The programme will combine Pickleball by the Beach, Functional Training and Hybrid Workout sessions with a rotating calendar of activities, including Beach Yoga, Beach Pilates, Beach Running Club, Beach Aerobic and Recovery Experiences.

Artists, content creators and key opinion leaders (KOLs), together with professional trainers, will join the activities to bring additional energy to the beachfront experience. The campaign will culminate in February 2027 with a Running Club Festival under the concept “Run, Music & Celebrate,” combining sports, music and entertainment. Organisers are currently preparing a collaboration with a world-renowned DJ from the United States.

Music Destination Marketing: A New Soundtrack for Hua Hin

As part of its Music Destination Marketing strategy, the campaign will bring two much-loved Thai songs, “Hua Hin Sin Mon Rak” and “Sing Lek Lek Tee Riak Wa Rak” (A Little Thing Called Love), together in a newly arranged special track titled “Hua Hin: Little Thing Called Love.”

Performed by Wan Thanakrit and Film Bongkot, the song celebrates Hua Hin’s charm through music, connecting memories across generations. Inspired by the message that “the little things called love are about taking care of ourselves and the people we love,” the track aims to become the destination’s signature soundtrack and inspire travellers to revisit Hua Hin.

PLAY, SHARE & WIN! – Share Your Hua Hin Experience

The campaign will also invite visitors to take part in “HUA HIN WELL PLAYED – PLAY, SHARE & WIN!” Participants can share their experiences of Hua Hin through travel, sports and wellness lifestyle content on TikTok or Instagram Reels, using the campaign’s official song and the hashtag #HuaHinWellPlayed, in accordance with the specified participation rules.

Participants will have a chance to win a Toyota Land Cruiser FJ 4WD 2.7, with a starting price of THB 1,289,000.

Through “Hua Hin Well Played,” PROUD Group and its partners reaffirm their shared commitment to positioning Hua Hin as Thailand’s Leading Wellness Lifestyle Destination. By combining engaging experiences with accessible activities and creative destination marketing, the campaign aims to inspire more travel, strengthen the local tourism economy and create lasting value for the destination.

For further information on campaign activities, exclusive privileges and participation details, please follow the official communication channels of Hua Hin Well Played.