The World Travel & Culture Expo (WTCE) 2026 was held from 29 to 31 October at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Bangkok. Organised by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports, the event brought together businesses and partners representing 18 countries. Its purpose was to foster cooperation across tourism, culture, technology, sport, entertainment, and creative industries.
Expo Structure and Participating Entities
The expo featured three main exhibition zones: TAAPE – Amusement & Attraction; ASE – Audio, Stage & Entertainment; and TBE – Billiards & Indoor Sports. An additional Art Toys & Creative Economy section
connected collectable toys, design, characters, and pop culture with product development and licensing. Concurrently, the 2026 World Amusement and Attractions Development Summit (WAS) and the World Billiards Club Development Summit (WBS) took place at the same venue on 29–30 October and 30 October respectively.
Official opening took place on 29 October with TAT Governor Ms. Thapanee Kiatphaibool presiding. She was joined by Mr. Jeerayu Jarukittivorakan, Secretary-General of the Tourism Council of Thailand (TCT), and Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group. The event was organised in partnership with TCT, the Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong
Grandeur International Exhibition Group.
Official Themes and Strategic Initiatives
Ms. Thapanee Kiatphaibool described WTCE 2026 as a practical example of the “Transform Together” approach, linking tourism with culture, sport, technology, and creative industries to generate new business prospects and economic value. The event aligned with TAT’s Value over Volume strategy aimed at increasing the value of each tourist journey and spreading income to various stakeholders, including communities and emerging destinations.
On 29 October, Ms. Denduen Luengcheng, TAT Executive Director of the Tourism Product Department, presented “Future of Tourism & Trusted Thailand” during the WAS. This presentation introduced Thailand Nextperience 2027 and outlined five product priorities:
Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The emphasis on Trusted Thailand highlighted safety, secure payment systems, foreign-language communication, and accessibility as essential to visitor confidence.
Industry Exchange and Sector Focus
Sessions at the WAS explored topics such as night tourism, immersive entertainment, water-park development, integrated resorts, family entertainment centres, cultural tourism, and Southeast Asia’s potential for theme-park and family entertainment centre investments. The WBS sessions focused on sustainable cue-sports ecosystems, growth opportunities in India, and extending Thailand’s billiards industry towards global business development.
Thailand’s Position in ASEAN Tourism
By integrating culture, technology, sports, and creative sectors, WTCE 2026 supported Thailand’s goal to
establish itself as the tourism and entertainment hub of ASEAN. The event coincided with the 51st anniversary of diplomatic relations between Thailand and China, underscoring expanded cooperation beyond traditional tourism into multiple industries. This multidisciplinary approach enhances Thailand’s tourism strategy, emphasizing high-value and meaningful visitor experiences.
