Thailand has staged one of the most impressive post-pandemic recoveries in the global exhibitions sector. While many destinations anticipated a long road back from Covid-19, Thailand returned to full performance within just three years – well ahead of the five-year recovery originally forecast.
By 2025, both participation and revenue had surged to 135% of 2019 levels, restoring international confidence and reinforcing the country’s position as a high-value exhibitions hub.
Dr Duangdej Yuaikwarmdee, director of the exhibitions department at the Thailand Convention and Exhibition Bureau (TCEB), attributes this rapid rebound to strategic planning and strong collaboration between the Government and the private sector. Thailand was the first ASEAN nation to officially announce the resumption of trade shows and remains the only country in the region to have recovered so quickly.
A blend of world-class infrastructure and destination appeal underpins this success. Thailand offers state-of-the-art exhibition centres, well-developed industrial clusters, and a skilled workforce trained to international standards.
Sustainability has become embedded in event operations, while the country’s reputation for safety, hospitality, gastronomy, and tourism enhances the visitor experience and encourages longer stays.
Gateway positioning and high-value growth
Thailand’s High-Value Destination strategy continues to leverage its geographical advantage as a gateway to the ASEAN market.
With strong logistics networks and convenient regional connectivity, the country provides organisers with a practical, efficient base for events across Asia. The growing popularity of co-located shows has also expanded Thailand’s exhibition portfolio.
Global organisers are responding with confidence. Gastech 2026, organised by dmg events, is expected to attract more than 50,000 participants, while Informa’s International Healthcare Week 2026 aims to draw over 20,000 attendees.
Thailand will also host the UFI Asia-Pacific Conference on 5–6 March 2026 – an endorsement of the nation’s strengthening influence in the global exhibitions community.
“TCEB is committed to supporting organisers at every stage,” says Dr Duangdej. “We connect global exhibition leaders with Thai partners, venues, and resources to create the conditions for successful events.”
Dr Duangdej Yuaikwarmdee, director of exhibitions
Expanding into art and design
Thailand is now pushing beyond traditional trade sectors. With ambitions to become Asia’s fifth ‘Mega City of Art & Design’, it is actively promoting art and design exhibitions.
TCEB has expanded its partnerships with global art fair organisers, offering market insights, data on industry gaps, and strategic guidance to support the development of large-scale shows. Growth in this sector is expected to accelerate in the coming years.
Strengthening the exhibition ecosystem
To support expansion, Thailand is strengthening its exhibition ecosystem by enhancing operator capabilities and prioritising workforce development.
The country now offers more than 41 national and international
MICE education programmes. It leads Asia in Sustainable Event Professional Certificate (SEPC) graduates and tops ASEAN in Certified Exhibition Management (CEM) professionals – evidence of its long-term investment in talent.
Government support as a differentiator
Consistent government backing continues to drive Thailand’s momentum. A global UFI survey ranks the country among the strongest worldwide for government support of the exhibitions industry. Thailand is also one of only five nations with an official exhibition industry policy, offering organisers rare long-term assurance.
With clear strategic direction, strong ASEAN connectivity, and a proven track record of rapid recovery, Thailand is positioning itself not just as a post-pandemic success story but as a powerful platform for global exhibitions seeking growth across Asia.
Source: www.exhibitionworld.co.uk
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