The Ministry of Tourism and Sports is exploring the possibility of hosting future Miss Universe pageants as part of efforts to attract international visitors and highlight Thailand’s cultural heritage. The initiative, currently under discussion, aims to leverage the global appeal of the competition to strengthen the country’s reputation as a travel and entertainment hub.
Miss Universe 2024, Victoria Kjær Theilvig, and Jakkaphong Jakrajutatip, CEO of JKN Global Media—the competition’s license holder—recently met with Tourism and Sports Minister Sorawong Thienthong to discuss the feasibility of bringing the event back to Thailand.
Officials believe the pageant could generate significant economic benefits through increased tourism, hospitality spending, and media coverage. Thailand has previously hosted Miss Universe multiple times and has experience organizing large-scale international events. Hosting the competition again would align with government efforts to expand the nation’s presence in the global entertainment industry and enhance creative tourism initiatives.
Further discussions are expected as stakeholders assess logistical requirements and potential advantages. If the plan moves forward, Thailand could reinforce its position as a leading destination while showcasing its cultural identity to a global audience.
Miss Universe 2024 and JKN Global Media representatives participated in the discussions alongside ministry officials.
