The Tourism Authority of Thailand took Muay Thai to Bern on 26 September 2026, with more than 2,000 spectators at the Switzerland Mega Muay Thai event, and said its 2026 survey found that 42.76% of Swiss visitors to Thailand were on their first trip. A month later, Edelweiss restarts its seasonal Zurich to Phuket flights. This briefing, from a Thailand DMC for travel agents, sets out what TAT is selling to Swiss travellers, how they fly this winter, and how to build their programmes.
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The event in Bern
The event, billed as "Road to RWS", ran ten bouts at the Sporthalle Wankdorf with fighters from Thailand, Switzerland, France, Germany and Morocco. TAT's deputy governor for policy and planning, Chuwit Sirivejkul, and Thailand's ambassador to Switzerland, Pannapa Cantarero, presented the awards. TAT framed Muay Thai as part of its "Healing is the New Luxury" campaign, linking the sport to fitness, discipline and wellness, and said the aim was for interest in Switzerland to lead people to train in Thailand.
How Swiss clients reach Thailand this winter
SWISS and Thai Airways both fly nonstop between Zurich and Bangkok. Edelweiss operates a seasonal Zurich to Phuket service, which Phuket officials list among the routes starting in late October: the restart is reported for 25 October 2026 with three flights a week. It is a returning route rather than a new one, since Edelweiss also flew it last winter. Check the frequency for your dates before you promise a beach-first itinerary. On entry, Switzerland sits in the 30-day exemption list Thailand has applied since 15 September 2026, so plan a longer stay around the correct visa. Our guide to Europe nonstop flights covers the wider schedule.
What the first-timer figure means
A market where more than four in ten visitors are new to Thailand needs a classic first trip done well: Bangkok, a cultural stop such as Chiang Mai or Ayutthaya, and a beach. The rest are repeat visitors, who want a different region, a longer stay or a focus such as wellness, golf or trekking. Ask which group your client is in before you send a proposal. TAT markets to Switzerland from its Frankfurt office, alongside Germany and Austria; our briefing on the German market covers the wider German-speaking region.
How to sell it
For Muay Thai, offer a beginner session in Bangkok or Phuket, a fight night at a stadium, or a week at a training camp with a wellness programme around it. Pair it with a spa or a retreat for clients who want the "healing" side of the campaign. Ask your Thailand DMC to match the camp to the client's level and to check the fight calendar for the dates; a Thailand DMC with its own vehicles can also join up the city, the camp and the beach. Our wellness tourism team builds the retreats, our Thailand DMC tours team books the sessions and fight nights, and you can see every other service on our Thailand DMC services page or send a brief through our contact page.
Frequently asked questions
What did TAT do in Switzerland in September 2026?
It held the Switzerland Mega Muay Thai event at the Sporthalle Wankdorf in Bern on 26 September, with more than 2,000 spectators and ten bouts.
How many Swiss visitors are on their first trip to Thailand?
TAT says its 2026 survey found 42.76% of Swiss travellers to Thailand were first-time visitors.
Which airlines fly from Switzerland to Thailand this winter?
SWISS and Thai Airways fly Zurich to Bangkok nonstop, and Edelweiss restarts seasonal Zurich to Phuket flights, reported from 25 October 2026.
Do Swiss clients need a visa?
A Swiss passport gives visa-free entry for tourism of up to 30 days. Longer stays, and trips for work, need the right visa before travel.
