Hua Hin Launches 90-Million-Baht Wellness Tourism Campaign
Hua Hin has launched the "Hua Hin Well Played" campaign, a 90-million-baht initiative backed by the Tourism Authority of Thailand and major private partners to reposition the city as a wellness lifestyle destination. Running from November 2026 to February 2027, the program offers free access to sports facilities and water parks, beachside activities, music events, and social media contests with a Toyota Land Cruiser as a prize. Officials say the campaign aims to boost quality tourism, extend visitor stays, and distribute income to local businesses and communities.
Hua Hin is transforming its tourism appeal by blending sports, wellness, music, and lifestyle experiences to revive visitor numbers and stimulate the local economy over a four-month period. The Prao Group has forged a major public-private partnership to overhaul Hua Hin tourism, launching "Hua Hin Well Played" to establish the city as a Wellness Lifestyle Destination with an investment exceeding 90 million baht. The campaign runs for four months from November 2026 to February 2027, highlighting "HUA HIN PLAY FREE" which opens sports fields and water parks for free access, alongside benefits worth over 15 million baht. The beach will become the "HUA HIN HYBRID BEACH PLAYGROUND," employing a Music Destination Marketing strategy through a special song and activities generating content on TikTok and Instagram Reels, with a Toyota Land Cruiser FJ as a prize to enhance tourism value and the local economy.
Former Deputy Prime Minister Suwat Liptapanlop, as project advisory chairman, stated that tourism remains a vital mechanism for driving the Thai economy, but today emphasis must be placed on quality tourism, length of stay, and creating experiences that make visitors want to return. Hua Hin is a tourist city with unique identity and charm, from its seaside breezy atmosphere to its lifestyle, culture, and simplicity — strengths that must be preserved while developing new tourism opportunities. Hua Hin also has potential in nature, sports, and healthcare services that can be leveraged to become a quality Wellness & Longevity Destination. The Hua Hin Well Played campaign elevates Hua Hin tourism by integrating sports, wellness, music, and lifestyle into new experiences built on the city's existing charm, making it a destination for all generations while stimulating travel and distributing income to local operators and communities sustainably.
Prao Group executive Prawut Liptapanlop said the group is committed to continuously elevating Hua Hin tourism through key events including the Cal-Comp & CCAU Industry 4.0 ITF World Tennis Tour 2026, the Glamping Festival 2026, AIA One Billion Day 2026, and the Hua Hin Beach Countdown to create vibrancy and attract visitors, while further developing Hua Hin's potential as a Wellness Lifestyle Destination that meets health and balanced living needs. The Hua Hin Well Played campaign operates under the concept 'Travel Well, Play Well, Live Well,' integrating Sport, Wellness, Longevity, Hospitality, and Lifestyle Experiences, promoting Lifestyle & Family Sport through accessible activities so everyone can relax, exercise, and spend quality time together, while stimulating tourism and the local economy.
