Positioning Thailand as a world-class destination through soft power and public-private collaboration
Proud Group, a leading developer of lifestyle destinations in Thailand, has reaffirmed its role in global tourism by welcoming a delegation of prominent Russian media representatives and influencers. With a combined following of between two and four million, these next-generation content creators specialise in travel, lifestyle, and the arts.
The visit, led by H.E. Mr. Sasiwat Wongsinsawat, Thailand’s Ambassador to the Russian Federation, aims to promote tourism cooperation and highlight Thailand—particularly Hua Hin and Phuket—as premier travel destinations. The initiative supports Thailand’s soft power approach, focusing on cultural tourism, sustainability, gastronomy, and luxury real estate, with an emphasis on positioning Thailand as a ‘second home’ option for Russian nationals.
Former Deputy Prime Minister Suwat Liptapanlop, who presided over the welcome event, commented:
“We are creating a new chapter for Thai tourism, using soft power as a bridge to connect economies and build international relationships. Hua Hin and Phuket are more than just holiday destinations—they represent Thailand’s potential and national identity.”
“With fewer tourists arriving from China, it’s essential we focus on other key markets. Russia now ranks as the leading source of tourist arrivals to Thailand. In the first half of 2024, Phuket welcomed more than 487,000 Russian tourists—accounting for over 20% of all international visitors. The Russian expat community in Phuket exceeds 9,000 people, particularly concentrated in upscale areas like Laguna, where Russians make up more than half the population. This group brings significant spending power and plays a vital role in sustaining Thailand’s tourism sector.”
Ambassador Sasiwat Wongsinsawat added:
“Thailand continues to appeal to Russian travellers, thanks to its rich culture, cuisine, and the warmth of its people—qualities that offer a distinct contrast to the West. Russian interest in Thailand is growing, and this trip will help fuel further excitement around visiting the country. Phuket remains a favourite for Russians looking to escape the cold, with its beautiful beaches, relaxed lifestyle, convenient access, and high-end accommodation. In 2024, Phuket welcomed 146,854 Russian tourists, up from 106,255 in 2023. Russians are also the leading international buyers of property in Phuket, accounting for 40 to 60 percent of foreign purchases—cementing the island’s reputation as a preferred second home destination.”
Proudpud Liptapanlop, Executive Director of Proud Group and Proud Real Estate Public Co., Ltd., said:
“We’re delighted to welcome the Russian media and influencer delegation. Both Hua Hin and Phuket offer a diverse range of experiences that showcase the essence of Thailand. In Hua Hin, visitors can enjoy its distinctive art, cuisine, and architecture, along with attractions like Vana Nava Water Jungle and the InterContinental Hua Hin Resort. In Phuket, highlights include Andamanda Water Park and the InterContinental Phuket Resort, which hosted the group’s stay.”
“The Russian market is a top priority, particularly in Phuket, where we’re seeing growth in both tourism and property investment. Hua Hin, too, is gaining popularity, with an estimated 3,000 to 5,000 long-stay visitors and expats, an average stay of 19 days, and spending of over 81,000 baht per person per trip. Russian digital nomads now make up 16.2% of all such visitors to Thailand and tend to support the local economy by spending on experiences that benefit the wider community.”
“As part of our strategy to grow in the Russian market, Proud Group is taking a targeted approach. In Hua Hin, we’re redefining the image of a Thai resort town by offering experiences rooted in authentic Thai values—art, culture, and local life. In Phuket, we are reinforcing a ‘luxury experience’ identity through world-class hospitality, premium activities, and curated lifestyle services. We are also running year-round marketing campaigns and collaborating with both government and private partners to boost Phuket’s potential as a long-term destination for Russian tourists and investors.”
Proud Group’s “Tourism as a National Power” strategy continues to position Thailand as a must-visit destination, particularly for the fast-growing Russian market. As of March 2025, tourist arrivals from Russia to Thailand were five times higher than those from China.
During their time in Hua Hin, the Russian delegation stayed at the InterContinental Hua Hin Resort and participated in various cultural and adventure activities, including visits to the Artist Village, the Khao Tao Handwoven Textile Centre, and Vana Nava Water Jungle. A highlight was a hike to Phraya Nakhon Cave to witness the royal pavilion illuminated by sunlight.
The group then travelled to Phuket, where they stayed at the InterContinental Phuket Resort and explored destinations such as Phuket Old Town and the Bang Rong community. They also sampled local dishes, including Hokkien noodles and Phuket-style rice noodles. At Andamanda Water Park, they experienced attractions themed around “Thai Legend Meets Fantasy”, followed by a sunset cruise on the W.J. Lip luxury yacht. The trip concluded with a special dinner at Michelin Guide-listed restaurant Jaras and an exclusive beach party at Barra Cuda Beach Club.
One Russian influencer summed up the experience by saying:
“Watching the sunset from a yacht in Phuket was incredibly romantic. Thailand is full of kindness, amazing food, beautiful culture, and so many fascinating places waiting to be explored.”