BANGKOK — Thailand has struck tourism gold with its hosting of the FIVB Women’s World Championships 2025, as volleyball athletes’ viral social media posts praising Thai hospitality generate invaluable global promotion worth far more than the tournament’s 8.4 billion baht ($260 million) economic impact.
The championship has become an unexpected marketing phenomenon, with international players from nearly every participating country sharing positive experiences about Thailand’s warmth, organization, and attractions across host cities Chiang Mai, Phuket, Nakhon Ratchasima, and Bangkok.
Tourism and Sports Ministry Permanent Secretary Nattariya Taweeewong said on September 1 that the organic athlete testimonials have created immeasurable promotional value, showcasing Thailand’s sports tourism potential to a global audience in ways traditional advertising cannot achieve.
She said the estimated economic circulation value of 8.435 billion baht ($261 million) comes from employment, tax revenue from both direct and indirect spending, broken down as follows: promotional value of 5.596 billion baht ($173 million) generated from 1.3 billion live viewers and social media replay views of the competition broadcasts.
Additionally, there were 99.6 billion media reach impressions across various promotional channels during the tournament, with domestic and international tourist travel targets valued at 768.30 million baht ($23.7 million), creating an economic value of 2.07 billion baht ($64 million).
“The warm and impressive hospitality from Thai people has generated immeasurable viral content worldwide, stemming from athletes’ personal experiences. Thailand has captured global attention through this tournament, representing a highly successful example of sports tourism promotion,” said Nattariya.
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