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, Thailand. The event was organized by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports, in partnership with the Tourism Council of Thailand (TCT), Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong Grandeur International Exhibition Group. WTCE 2026 aimed to strengthen Thailand’s position as the ASEAN Tourism and Entertainment Hub by fostering global tourism connections and industry collaboration.
Opening Ceremony Highlights Key Partnerships
The official opening took place on 29 October, presided over by Ms.
Thapanee Kiatphaibool, Governor of TAT. Attending were Mr. Jeerayu Jarukittivorakan, Secretary-General of the Tourism Council of Thailand, and Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group. The event brought together representatives from 18 countries, including Chinese and international associations involved in culture, entertainment, billiards, amusement parks, and cultural tourism. The organizers emphasized a Partnership 360° framework designed to link tourism with culture, sports, technology, and the creative economy sectors.
Exhibition Zones and Industry Summits Reflect Diverse Visitor Economy Sectors
WTCE 2026 featured three main exhibition zones. TAAPE showcased products and technologies related to amusement and attraction sectors such as rides, family entertainment centers, and VR/AR applications. ASE focused
on audio, stage, and entertainment technologies including LED displays, lighting, and sound systems for events and concerts. TBE highlighted equipment and products for billiards and indoor sports. Additionally, an Art Toys & Creative Economy area connected collectibles, character design, pop culture, and intellectual property licensing with product development and branding.
Concurrently, the venue hosted the World Amusement and Attractions Development Summit (WAS) on 29–30 October and the World Billiards Club Development Summit (WBS) on 30 October. At WAS, Ms. Denduen Luengcheng, Executive Director of TAT’s Tourism Product Department, presented the “Future of Tourism & Trusted Thailand.” This included outlining Thailand
Nextperience 2027 and five key tourism product priorities: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The event also celebrated 51 years of diplomatic relations between Thailand and China.
TAT Underlines Value-Focused and Integrated Tourism Strategy
Ms. Thapanee Kiatphaibool described WTCE 2026 as a practical demonstration of the “Transform Together” approach, connecting multiple sectors to create new business opportunities and greater economic impact. She emphasized TAT’s strategic direction towards “Value over Volume,” prioritizing the distribution of tourism income to communities and emerging destinations. The event’s theme “Smartly Link the World” reflected this focus on developing partnerships and technology exchanges to enhance
visitor economy products and services.
Regional Ambitions and Emerging Industry Opportunities
WTCE 2026 reinforced Thailand’s goal to be ASEAN’s Tourism and Entertainment Hub and facilitated deeper cooperation with China, marking over five decades of diplomatic and cultural ties. The included summits highlighted growth sectors such as amusement parks, entertainment technology, and cue sports, with WBS sessions examining sustainable cue-sports ecosystems and market expansion potential in emerging economies like India.
Focus on Trusted Thailand to Enhance Visitor Confidence
The Trusted Thailand concept presented at WTCE aims to increase visitor safety and confidence through measures around secure payment systems, foreign-language communication, transport safety, and accessibility. The shift in tourism product strategy seeks to deliver value through
experience-centered offerings designed to benefit travelers, businesses, and local communities alike.
