In brief
Thailand’s Tourism Authority opened the World Travel & Culture Expo 2026 in Bangkok to position the country as a Southeast Asian hub for tourism and entertainment. The expo focuses on a “value over volume” strategy, encouraging longer stays and higher local spending, and is part of the TAT’s Transform Together partnership model. Exhibitors range from virtual‑reality and theme‑park gear to art‑toys and character licensing, aiming to spread tourism income to local businesses.
BANGKOK – On Thursday, October 29, the Tourism Authority of Thailand (TAT) opened the World Travel & Culture Expo 2026, an international trade fair that will run until October 31. The event invites global companies to show new technology for tourism and entertainment, from virtual‑reality experiences to theme‑park equipment and indoor‑sports gear.
TAT Governor Thapanee Kiatphaibool explained that the expo is part of a strategy to make Thailand a tourism and entertainment hub in Southeast Asia. She said the agency is pursuing a "value over volume" approach, hoping visitors will stay longer and spend more, which would spread money to local businesses, communities and secondary cities.
"We are pursuing a value over volume strategy," she said, adding that the event supports TAT’s "Transform Together" partnership model.
Under Transform Together, the TAT is working with partners inside and outside the tourism industry to develop high‑value, meaningful visitor experiences. The expo provides a platform for Thai and international firms to exchange knowledge, technology and innovation so they can create products that meet the needs of modern travelers.
Major exhibitors showcase a variety of offerings, including theme‑park rides, virtual‑reality attractions, stage and event equipment, billiards and indoor sports gear, as well as art toys and character licensing. The diversity reflects Thailand’s aim to broaden the visitor economy beyond the traditional sightseeing model.
By promoting higher spending per visitor and encouraging longer stays, the TAT hopes to boost revenue for local economies and make tourism more inclusive across the country’s regions. The expo marks a key step in Thailand’s plan to become a top destination for travelers who want both cultural and entertainment experiences.
