HUA HIN, Thailand (Dec. 15, 2010) — Two of Thailand’s finest resorts — Sofitel Centara Grand Resort & Villas and InterContinental Hua Hin Resort — have joined “It’s in Hua Hin,” a publicity campaign comprising eight posh hotels, an award-winning golf club and a singular vineyard.

The membership development comes nine months after “It’s in Hua Hin” launched in an effort to promote the world-class accommodations and activities available in and around the century-old city of Hua Hin and neighboring beach town of Cha Am, less than three hours’ south of Bangkok by car.

With the addition of the Sofitel and InterContinental — one of Sofitel’s most storied properties and the first InterContinental resort to open in Thailand — the cooperative now entails the cream of the region’s lodging crop.

“When you talk to people who really know Thailand, be they expats or longtime Bangkok residents, they'll tell you that Hua Hin delivers a more authentically Thai holiday experience than any other destination in the country,” said Jacques Mury, Sofitel Centara Grand Resort & Villas’ general manager. 

“There is the Gulf of Siam, of course. Hua Hin’s beaches are unmatched. But life is slower and more gracious here. At this pace, Thailand and the Thai people are in their elements — and visitors are invited along for the ride.”

Originally called the Railway Hotel, Sofitel Centara Grand Resort & Villas debuted on New Year’s Day 1923 as the first hotel in Hua Hin. 

Rare features such as room service and a cleverly designed verandah that surrounded the building and protected guests from the sun’s heat made the property an instant attraction and helped transform Hua Hin from sleepy fishing village to regal resort town. 

Hollywood expressed its enchantment for the hotel in 1984, when director Roland Joffé staged scenes here during filming of the Academy Award-winning movie The Killing Fields. 

In 1986, the first of a series of restoration projects commenced — an overhaul so extensive it took almost two decades to fully complete. Today, the 207-room, 42-villa hotel is as grand as ever.

A few kilometres down shore, the year-old InterContinental Hua Hin Resort has quickly distinguished itself as a retreat of choice for those seeking a helping of chic and a side of colonial charm. That group includes famous tennis players Rafael Nadal, Venus Wiliams and Maria Sharapova, all of whom have stayed here in the past year.

The resort’s design serves as a major drawing card. Inspired by King Rama VI’s Maruekhathaiyawan Palace (built in 1923) and the timeless appeal of classic tones and materials (such as the wooden storm shutters that adorn the windows of all 119 rooms), the property is something of a modern masterpiece.

The centerpiece is a 55-metre infinity-edge pool, which extends from guests’ units to the beach and includes a fiber-optic system that creates a twinkling starlight effect at night.

“For us, joining this initiative was about aligning ourselves with the most recognizable brands in hospitality,” said Pattama Yoshimura, InterContinental Hua Hin Resort’s general manager. “With the golf and the winery and all the events here now, there’s a great new story unfurling, and we want be part of that narrative.”

In addition to broadcasting news about its members, “It’s in Hua Hin” aims to be a source of information for events of interest to visitors, such as the annual Vintage Car Parade (December) and Hua Hin Jazz Festival (June).