In brief
On October 29, the Tourism Authority of Thailand (TAT) opened the World Travel & Culture Expo 2026 at the Bangkok Expo Centre. The two‑day event, part of the TAT’s ‘Transform Together’ strategy, showcased virtual‑reality experiences, theme‑park tech, and sports gear, with the goal of increasing visitor spending and retaining tourists longer.
In Bangkok’s sprawling Expo Centre, the Tourism Authority of Thailand (TAT) opened the World Travel & Culture Expo 2026 on Thursday, Oct. 29, a two‑day trade fair aimed at turning Thailand into a hub for tourism and entertainment in Southeast Asia.
The expo, which will run through Oct. 31, “is built around business matching across the visitor economy,” officials said, offering exhibitors a platform to display the latest in theme‑park and virtual‑reality attractions, stage and event equipment, billiards and indoor‑sports gear, as well as art toys and character licensing opportunities.
Thapanee Kiatphaibool, TAT Governor, opened the event, noting the agency’s focus on a “value over volume” strategy. She explained that the goal is to make visitors spend more and stay longer, while spreading tourism income to local businesses, communities and secondary cities.
The governor linked the expo to the TAT’s broader “Transform Together” partnership model, which draws on collaborations both inside and outside the tourism industry. She said the partnership aims to position Thailand as a “high‑value and meaningful destination,” boosting competitiveness across the region.
In a statement, the TAT said the expo would foster knowledge sharing, technology transfer and innovation among Thai and international businesses. The agency hoped participants would develop tourism products and services that appeal to modern travelers, combining cultural experiences with cutting‑edge entertainment technology.
Exhibitors at the event included major theme‑park operators, companies specializing in immersive virtual‑reality experiences, stage‑production firms, and sports‑equipment manufacturers. The showroom showcases a range of products from bespoke glass‑back tickmarks to bespoke billiard‑tables integrated with digital score‑keeping.
Attendees also sampled interactive booths offering demos of virtual‑reality headsets that simulate popular Thai cultural sites, as well as electric racing simulators that incorporate scenic rides through Bangkok’s street‑filled markets.
Industry analysts note that the expo’s focus on value‑driven spending could shift Thailand’s tourism model away from cheap bulk travel toward high‑quality experiences that yield higher local revenue.
The TAT’s strategy underscores a broader trend in Southeast Asian tourism, as neighboring enterprises seek to create immersive, tech‑rich offerings that encourage tourists to linger and invest in local economies.
As the expo continues into the following days, the TAT will host networking sessions, panel discussions, and match‑making events to help exhibitors secure joint‑venture deals with Thai hospitality partners. The agency also plans to showcase a dedicated “Visitor Economy” pavilion that will compare Thailand’s approach with that of other regional competitors.
By the end of the third day, officials expect the expo to have facilitated several high‑profile partnerships, deepening Thailand’s position as a first‑choice destination for travelers looking for combinations of culture, technology and personalized experiences.
