It was very important after the tsunami that beaches were still there and safe, and having an international tournament in such a location, which is televised worldwide, is now seen as critical in helping attract more visitors.

“The Thailand authorities are looking at sports as a way to attract more people into key tourist destinations and having sports on the beach is one of the best ways to do this,” said Rowe.

Karon Beach is a stunning stretch of sand on the western coast of Phuket in an upmarket area that includes a number of excellent restaurants and hotels.

In three years of Open competition there, some of the world’s best Beach Volleyball pairs have delighted a burgeoning crowd of enthusiastic locals and tourists, with USA’s April Ross and Jennifer Boss claiming gold in 2008.

Rowe has also been pleased with the Thai teams’ performances: “Thailand has some good women’s teams. Last year the two teams finished joint-13th place. In the region, in the women’s game, Thailand is strongest.”

The 2009 SWATCH FIVB World Tour is set to have total prize money of US$7.7 million. To date, there are expected to be a total of 18 women’s tournaments and 15 men’s tournaments.

Thailand to welcome back top women’s players in 2009 as SWATCH FIVB World Tour Phuket Open returns for fourth-straight year