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Chiva-Som spearheads ‘Hua Hin Recharge’ campaign

One of Thailand’s most well-known wellness resorts is spearheading a drive to help return tourism to Hua Hin and the surrounding area under a new pilot project.


Chiva-Som, which opened more than 25 years ago, said it has been working closely with the local community to drive the Hua Hin Recharge campaign.


The project has now been approved by Thailand’s National Committee on Tourism, which gave the green light to the province of Prachuap Kirikhan as a pilot area to welcome international tourists from October.


Hua Hin is one of Thailand’s most popular mainland tourism destinations and has also been known for years as a favourite spot of the Thai royal family.


The area has been under an extensive period of quarantine restrictions, but Hua Hin Recharge is a collaboration between local public, healthcare and private sectors to “achieve herd immunity in the province”.


This is seen as “a vital step forward” to welcoming international travellers who have been vaccinated to visit without having to go through the mandated quarantine period from October onwards.


The bid to revive tourism in the province – an area that has 182 hotels – includes the acceleration of vaccine allocation to the Hua Hin Municipality from 1 June to reach all healthcare and hospitality workers, and 70% of the wider local population, along with “the provision of accurate information”.


“We are proud to be working closely with the local community to drive the Hua Hin Recharge campaign forward and accomplish this milestone to achieve herd immunity to protect everyone,” said Krip Rojanastien, chairman and chief executive of Chiva-Som. “This is the first step to welcoming international tourism back – a vital sector for the communities of Hua Hin as a recognised wellness hub and long-stay destination.”


Once visitors are able to return, the Hua Hin Municipality expects to receive approximately 100,000 travellers between October and December, employing 89,900 staff in the hotel and tourism sector.

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