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Resorts attracted to campaign's `best of the best` status

Sofitel, InterContinental join `Its in Hua Hin`

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’s 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…