On November 3, 2023, under the glittering chandeliers of the Tamarind Ballroom at the InterContinental Hua Hin Resort Hotel in Prachuap Khiri Khan, a noteworthy assembly of dignitaries and wine aficionados gathered for the grand opening of the “Hua Hin Wine Expo.” Mr. Phonthep Wisutwattanasak, Chief Advisor to the Deputy Minister of Interior, presided over the event, accompanied by esteemed personalities such as Mr. Achawan Kongkanan, Director of the TAT Prachuap Office, Mr. Suphachet Th. Sasomsin, Chief Wine Maker at Siam Winery Company Limited, Mr. Noppadon Nuchcharoen, Advisor to the Cha-am-Hua Hin Chefs Association, and Mrs. Wassana Srikanchana, President of the Hua Hin-Cha-am Tourism Business Association. Joining this distinguished group were honored guests, both Thai and foreign, who enthusiastically indulged in tastings from the various wine brands showcased at the event.
The “Hua Hin Wine Expo” was made possible through the support of key organizations, including the Tourism Authority of Thailand (TAT), the Thai-Italian Chamber of Commerce, and the Cha-am Hua Hin Chefs Association. This exposition stands as a prominent fixture in Thailand’s ever-evolving wine landscape, offering a platform to stimulate tourism in Prachuap Khiri Khan Province. Additionally, it provides the service industry in the region with an avenue for collaboration, fostering opportunities for new business ventures.
Mr. Achawan Kongkanan, Director of TAT Prachuap Office, underscored the significance of the Hua Hin Wine Expo in bolstering tourism sustainability in the charming locale of Hua Hin. This event plays a pivotal role in advancing the soft power of the wine industry within the primary tourism area of Hua Hin District. It caters to the evolving preferences of quality tourists, with a particular focus on the Millennial demographic, aimed at extending their stays, increasing travel frequency, and consequently boosting spending—a policy in alignment with the Ministry of Tourism and Sports and the Tourism Authority of Thailand. Mr. Kongkanan expressed his gratitude to the organizing team for orchestrating a substantial wine event that has breathed vibrant life into the tourism sector of Hua Hin District in Prachuap Province.
The Hua Hin Wine Expo offered a delightful medley of fine wines and invaluable industry insights. Distinguished guest speakers shared their expertise, while a culinary extravaganza unfolded with a live cooking show featuring 25 accomplished chefs from the Cha-am-Hua Hin Chefs Association, who prepared the delectable “3 Ao Pineapple Fried Rice.” This event provided an exceptional opportunity for the hotel and restaurant industry to interact with 21 wine importers and explore more than 120 wine labels from across the globe. In addition to the epicurean experiences, attendees had the privilege of gleaning knowledge from the esteemed guest speakers, insights they can harness for the benefit of their businesses in the future.