Proud Group Launches 'Hua Hin Well-Played' Campaign with TTA to Transform Hua Hin into Global Wellness Destination

Key summary

Proud Group, in partnership with the Tourism Authority of Thailand (TTA) and private sector allies, has launched the 'Hua Hin Well-Played' campaign with an investment exceeding 90 million baht. The four-month initiative, running from November 2026 to February 2027, aims to revitalize Hua Hin as a world-class health and lifestyle destination by integrating sports, music, and wellness activities. Key features include free access to pickleball, tennis, and water parks for hotel guests, beach pop-up events at Khao Takriep, a 'Play, Share & Win' contest offering a Toyota Land Cruiser FJ, and a planned January event combining running culture with a world-class DJ concert.