Bangkok Expo Strengthens Thailand’s Ambitions as ASEAN Tourism and Entertainment Hub - Get updated on what's happening in tourism!

Thailand is seeking to strengthen its position as a regional centre for tourism, entertainment and the creative economy through closer cooperation between international businesses and investors. The World Travel & Culture Expo (WTCE) 2026, held from 29 to 31 October at the IMPACT Exhibition & Convention Center in Bangkok, brought together participants from 18 countries. The three-day event focused on commercial partnerships, emerging technologies and the development of new visitor experiences across tourism, culture, sport and entertainment.

Organised with the support of the Tourism Authority of Thailand (TAT) and several industry associations, the exhibition connected Thai, Chinese and international companies through business matchmaking, product presentations and professional exchanges. Its scope extended beyond traditional tourism services to include amusement parks, entertainment technology, indoor sports and creative industries. The organisers aimed to encourage investment and cooperation in sectors that can contribute to tourism spending and destination development.

The event also provided a platform for Thailand to outline its tourism priorities for 2027. Rather than concentrating exclusively on increasing international arrivals, TAT is pursuing a strategy designed to generate greater economic value from tourism while distributing benefits across businesses, communities and emerging destinations. The approach places particular emphasis on developing experiences that combine leisure travel with culture, wellness, technology and entertainment.

Entertainment Technology and Attractions in Focus

Held under the theme Smartly Link the World, WTCE 2026 featured three principal exhibition areas covering different segments of the visitor economy.

The TAAPE – Amusement & Attraction zone presented equipment and technologies for amusement parks, water parks, family entertainment centres and interactive attractions. Exhibitors showcased entertainment systems, rides and applications involving virtual and augmented reality.

A second area, ASE – Audio, Stage & Entertainment, concentrated on technologies used in concerts, events, exhibitions and meetings. Products included LED displays, digital signage, professional lighting, sound systems and stage equipment.

The TBE – Billiards & Indoor Sports zone focused on equipment and technologies for billiards, snooker, pool and related indoor sporting activities. An additional Art Toys & Creative Economy area explored the commercial potential of collectable toys, character design, intellectual-property licensing and collaborations between creative businesses and consumer brands.

For tourism developers and destination operators, the exhibition highlighted opportunities to combine conventional attractions with immersive entertainment and technology-based experiences.

The event also reflected growing cooperation between Thailand and China. Held during the 51st anniversary year of diplomatic relations between the two countries, WTCE brought together businesses and associations from both markets alongside other international participants.

Thailand Outlines Five Tourism Priorities for 2027

Thailand's future tourism strategy featured prominently in the accompanying conference programme.

During the World Amusement and Attractions Development Summit, held on 29 and 30 October, TAT presented its Thailand Nextperience 2027 framework. The strategy identifies five priority areas: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand.

The priorities reflect an effort to broaden Thailand's tourism offering beyond established beach and sightseeing products. Wellness and longevity tourism are intended to attract visitors interested in health-related experiences, while festivals and creative industries can support additional travel demand and strengthen the appeal of individual destinations.

Sustainable and regenerative tourism forms another part of the strategy, with an emphasis on generating benefits for destinations and local communities.

The Trusted Thailand initiative addresses practical factors influencing international visitor confidence. These include personal safety, secure payment systems, foreign-language communication, reliable transport and accessibility.

Denduen Luengcheng, Executive Director of TAT's Tourism Product Department, presented the framework as part of a broader shift from destination-based promotion towards experience development and value creation.

For international travel companies, the strategy indicates which tourism segments Thailand intends to prioritise in its future product development and marketing activities.

Investment Opportunities Beyond Traditional Tourism

The accompanying World Amusement and Attractions Development Summit examined several sectors with potential implications for tourism investment across Southeast Asia.

Conference sessions addressed night-time tourism, immersive entertainment, water-park development, integrated resorts and family entertainment centres. Discussions also considered cultural attractions and the region's potential to attract international investment in theme parks and leisure infrastructure.

These subjects are relevant to destinations seeking to increase visitor spending through activities that complement accommodation and conventional sightseeing.

A separate World Billiards Club Development Summit, held on 30 October, explored the commercial development of cue sports. Topics included sustainable business models, emerging markets such as India and opportunities to expand Thailand's billiards industry beyond competitive sport.

The broader programme illustrated how Thailand is linking tourism development with industries that have traditionally been treated as separate economic sectors.

International Partnerships Support Tourism Diversification

The World Travel & Culture Expo was organised in cooperation with the Tourism Council of Thailand, the Thai-Chinese Tourism Alliance Association and Guangdong Grandeur International Exhibition Group.

The involvement of tourism organisations, technology providers, investors and entertainment businesses reflected the event's cross-industry approach. Alongside exhibitions, business matchmaking offered participants opportunities to establish contacts and explore potential partnerships.

However, the organisers did not provide figures for concluded investment agreements, transaction volumes or the number of business partnerships resulting directly from the event.

For Thailand, the significance of WTCE 2026 lies primarily in its role as a platform connecting tourism with other sectors of the visitor economy. The country's tourism authorities are seeking to strengthen established destinations while encouraging investment in new experiences and less-developed tourism areas.

The initiatives presented in Bangkok also provide an indication of how Thailand intends to position itself within Southeast Asia's competitive tourism market. Greater emphasis on entertainment, wellness, technology and visitor confidence could create opportunities for international tour operators, attraction developers and investors as the country's tourism strategy moves towards 2027.

Image Credit: © TAT