Thailand
Thailand harnessing a new smart approach to boost its attraction for events
The Thai Convention and Exhibition Bureau shares its country’ s fresh approach and strategy for attracting a new generation of exhibition-goers
hailand’ s international
T exhibition industry has been showing significant growth in the second half of 2025, with strong performance both in terms of visitor numbers and revenue. During Q3( April – June 2025), the country welcomed 113,650 exhibition visitors, representing an increase of 6 % compared with the same period last year. Revenue is also moving in a positive direction: up 20 % year-on-year.
Looking at the cumulative figures for the first nine months( October 2024 – June 2025), Thailand recorded 282,234 exhibition travellers, with revenue for the period of THB 21.83bn( US $ 690m). The numbers are driven in good part by strong international demand allied to strategic government support and a portfolio of world-class facilities.
Trends Gen Z is poised to be the largest generation in the workplace by 2035. And they’ re not waiting for permission to transform exhibitions. Both this generation and Millennials choose events like they choose brands: for values alignment and cultural credibility.
Crisis-tested and digitally native, they treat business travel as personal growth, expect sustainability as a
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baseline and for technology to reduce friction. Cookie-cutter conferences won’ t capture them. The future belongs to purposeful experiences that justify the journey.( Over the next seven years, Gen Z, which constitutes 26 – 30 % of the global population, is expected to be the most influential group of MICE travellers.)
Diversity, equity, and inclusion are also must-haves for Gen Z. They’ re scanning menus for a variety of options, looking for diverse speaker line-ups and checking travel costs for equity. Thai Convention and Exhibition Bureau( TCEB) notes also that 80 % of event planners say venue accessibility is a priority consideration.
Health and mental wellbeing have become critical considerations for organisers. Ensuring that attendees feel both physically safe and mentally supported is now essential to delivering a positive event experience.
With all this in mind, beyond the focus industries, TCEB says Thailand is advancing a‘ Soft Power’ strategy by expanding its exhibition portfolio to include design-oriented and creative trade shows that can show off the country’ s craftsmanship and cultural identity on the global stage.
Thailand as an ASEAN digital hub As AI technology is being applied to enhance exhibitions by delivering personalised experiences for attendees, Thailand is moving beyond the traditional limits of trade shows to leverage what TCEB calls a‘ Stage for Innovation’ where cuttingedge technology meets creative experience design.
Earlier this year, CYBERSEC ASIA x Thailand International Cyber Week 2025 was held, focussing on cybersecurity, data management, and comprehensive cloud solutions with 3,142 participants and more than 100 exhibitors and sponsors. Another example of support for an influential trade show is Thailand’ s decision to become a founding partner of EXPO REAL Asia Pacific 2026, an exhibition designed to accelerate real estate and infrastructure growth.
Venue options Capital city Bangkok is well equipped to host international exhibitions, with its flagship venues including Queen Sirikit National Convention
48 Issue 5 2025 www. exhibitionworld. co. uk