Thailand is positioning itself as a major force in the global exhibition economy, unveiling a forward-looking strategy aimed at transitioning from traditional trade shows to high-value, design-led international platforms. Announced during a briefing in London by the Thailand Convention and Exhibition Bureau (TCEB) on 14 January, the initiative outlines plans to elevate Bangkok from a regional host to a global exhibition hub by aligning infrastructure, industrial policy, and the creative economy.

Already one of Asia's leading exhibition destinations, Thailand hosted 509 domestic and international exhibitions in 2025, attracting 23.6 million participants and generating approximately US$2.9 billion (£2.3 billion) in revenue. With the largest exhibition space capacity in ASEAN and the fourth largest in Asia, the country is now shifting its focus from scale to value creation.

Central to this strategy is a move from mass tourism towards high-value Business Events, underpinned by a concept described as “Return on Experience” (ROE). Business travellers significantly outspend leisure tourists, with conference delegates contributing up to fourteen times more when long-term commercial relationships are considered. Beyond immediate economic impact, exhibitions are seen as catalysts for foreign direct investment, supply chain development, and industrial growth.

Thailand is also capitalising on the rise of “bleisure” travel, encouraging extended stays that boost spending across hospitality, retail, and wellness sectors. This approach supports economic diversification and strengthens resilience against fluctuations in leisure tourism demand.

A key highlight of the strategy is The World Ends, a Bangkok International Design Expo scheduled for November 2026. Designed as a cross-sector platform, the event will connect design with industries such as manufacturing, energy, mobility, and medical innovation. With Thailand's creative economy already valued at US$44.5 billion, contributing over eight per cent of GDP, integrating design into industrial sectors is expected to enhance export value and global competitiveness.

Thailand will also host Gastech 2026, reinforcing its role in global energy dialogue and its capacity to deliver large-scale international events. Supported by strong government engagement and favourable visa policies, the country is positioning itself as an accessible and neutral gateway in an increasingly complex geopolitical landscape.

Sustainability remains a core pillar, with TCEB targeting a reduction of 20,000 tonnes of carbon emissions from the events sector by 2030. Thailand is redefining exhibitions as strategic tools for attracting investment, driving innovation, and strengthening its position in the global Business Events arena.

Source : City A.M.