In a resounding endorsement of Thailand’s robust position in the global exhibition sector, the Exhibition Industry Summit 2024 showcased the country’s potential to become a top-tier destination for international exhibitions. Hosted by the Thailand Convention and Exhibition Bureau (TCEB), this event welcomed executives from leading European and Asian exhibition organisations who expressed unequivocal confidence in Thailand’s readiness to serve as a preferred exhibition hub in Southeast Asia and beyond. The summit’s success underscored Thailand’s strategic advantages, including advanced infrastructure, a business-friendly environment, and a rich cultural tapestry that appeals to global business visitors.

As TCEB President Chiruit Isarangkun Na Ayuthaya noted, “The Exhibition Industry Summit 2024 was a pivotal moment for Thailand. This unprecedented gathering of top industry leaders marked a vital opportunity to showcase Thailand’s ambitions and solidify our position on the global stage. Our government’s clear commitment to supporting the exhibition industry through advanced infrastructure, streamlined processes, and digital innovation aligns perfectly with international trends and business needs.”

A Platform for Visionaries: “See Tomorrow Now” Inspires the Industry

Centred on the theme “See Tomorrow Now,” the summit encouraged attendees to look ahead, sparking ideas and strategic planning for future business opportunities in Thailand’s exhibition sector. Critical insights shared at the event provided a framework for developing new business models, with Thailand emerging as a pivotal partner in exhibition industry growth. Participants emphasized the importance of digital transformation, recommending that Thai exhibition venues continue investing in advanced technologies like artificial intelligence and extensive data management to meet evolving market needs.

The event’s program also allowed executives to explore potential collaborations with local partners, laying the groundwork for long-term relationships that could bring substantial foreign investment into Thailand’s economy.

High-Level Government Engagement Bolsters Industry Confidence

A highlight of the summit was the global industry leaders’ visit to Thailand’s Government House, where Prime Minister Ms Paetongtarn Shinawatra welcomed them. The Prime Minister reaffirmed her government’s dedication to promoting Thailand as an exhibition-friendly destination, emphasizing efforts to streamline services and boost convenience through a “One Stop Service System” tailored for exhibition organizers. This system aims to facilitate every event planning stage, from permits to logistics, aligning with Thailand’s broader economic goals of supporting sustainable growth and fostering innovation.

During the summit, TCEB also facilitated roundtable discussions between global exhibition organizers and key Thai officials, including figures from the Ministry of Digital Economy and Society, the Industrial Estate of Thailand, and the Export-Import Bank of Thailand. These dialogues highlighted the Thai government’s recognition of the exhibition sector as a significant economic driver that generates direct revenue and fosters adjacent industries, thus enhancing Thailand’s appeal for foreign direct investment (FDI).

In line with this sentiment, the Thai government has set ambitious goals for the tourism sector, which currently contributes 12% to the national GDP. By developing high-value segments within this sector, such as business tourism and exhibitions, the country aims to attract visitors whose activities contribute to local economies.

Industry Insights: Future Trends and Thailand’s Role

Speakers at the summit outlined vital industry trends reshaping global exhibition practices. These include the rise of personalized experiences, driven by an increasing demand for work-life balance, and the need for integrated facilities that accommodate both work and leisure. Executives also highlighted the transformative role of artificial intelligence, from managing large datasets to automating translations for multilingual events, enabling organizers to deliver more seamless and inclusive experiences.

With an infrastructure that supports digital connectivity and a commitment to hospitality that makes attendees feel welcomed, Thailand is poised to capitalize on these trends. As Chiruit explained, “Our exhibition venues are more than event spaces—they’re gateways to Thai culture. The experiences we offer blend world-class facilities with a unique cultural environment that participants won’t find elsewhere.”

A Commitment to Sustainable, High-Value Tourism

One of TCEB’s most notable presentations at the summit was Thailand’s emphasis on sustainability. Demonstrating a commitment to environmentally conscious practices, TCEB arranged for summit delegates to travel in hybrid vehicles and electric boats, promoting green mobility. Local ingredients featured prominently in the summit’s gala dinner, highlighting Thailand’s farm-to-table culinary approach. At the same time, event decorations celebrated traditional Thai art forms, creating a memorable cultural experience for attendees.

This emphasis on sustainability reflects Thailand’s broader tourism strategy, which prioritizes high-value visitors whose travel experiences align with the country’s ecological goals. As TCEB continues to promote Thailand as a sustainable destination, the exhibition industry is expected to serve as a critical platform for advancing eco-friendly tourism practices.

Economic Impact: A Boon for Thailand’s Future

Looking ahead, TCEB estimates that the Exhibition Industry Summit 2024 will generate significant economic benefits for Thailand. Between 2025 and 2027, the Bureau anticipates securing at least 60 new international exhibitions, projected to bring approximately 7,425 million baht into the national economy and attract over 426,000 international and local visitors. This influx of exhibition-related tourism is expected to contribute an additional 11,649 million baht in economic value, marking a substantial impact on the country’s GDP.

The summit’s successful conclusion affirms Thailand’s growing influence as a global exhibition destination. With unwavering government support, state-of-the-art venues, and a culture that resonates with international visitors, Thailand is well-positioned to lead the exhibition industry and set new standards for high-value tourism and sustainable development.

Written by: Supaporn Pholrach

=====================================