Thailand Tourism and Oxford United Partner to Promote Thai Culture in the UK

The Tourism Authority of Thailand (TAT) and Oxford United Football Club hosted the “Amazing Thailand Amazing Thai Charms” event at Kassam Stadium on 14 March 2026, introducing elements of Thai culture to more than 10,000 matchday attendees, including spectators and invited guests.

Cultural showcase at Kassam Stadium

The event brought together representatives from both organizations. TAT was represented by Nithee Seeprae, Deputy Governor for Marketing Communications, and Denduen Luengcheng, Executive Director of the Advertising and Public Relations Department. They were received by Tim Williams, Chief Executive Officer, and Adam Benson, Chief Commercial and Marketing Officer, of Oxford United Football Club.

As part of the experience, attendees were introduced to Thai cuisine, including mango sticky rice prepared by Chef Yui Miles, a MasterChef UK 2019 participant. The dessert was served alongside Thai tea by Cha Tra Mue, offering visitors a taste of Thailand’s food culture within the matchday setting.

Branding and destination outreach

The “Amazing Thailand” campaign and its “Healing is the New Luxury” message were displayed across screens at Kassam Stadium during the match. Players also wore branded travel apparel, including polo shirts, hoodies, and jackets, extending the campaign’s visibility among attendees.

The initiative is part of TAT’s efforts to engage travellers from key cities in the United Kingdom. Oxford has been identified as a market of travellers who are interested in visiting Thailand and have the capacity for international travel.

Through this collaboration, TAT aims to connect with football audiences and encourage travel to Thailand, while both organisations continue to explore further opportunities to work together.