The World Travel & Culture Expo (WTCE) 2026 was conducted from 29 to 31 October at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Thailand. The event brought together businesses and partners from 18 countries, spanning tourism, culture, technology, sports, entertainment, and creative industries.
Organized collaboratively by the Tourism Authority of Thailand (TAT), the Tourism Council of Thailand (TCT), the Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong Grandeur International Exhibition Group, the expo reinforced Thailand’s position as a tourism and entertainment hub for the ASEAN region. The official opening ceremony took place on 29 October, presided over by
Ms. Thapanee Kiatphaibool, Governor of TAT. Senior leaders included Mr. Jeerayu Jarukittivorakan, Secretary-General of TCT, and Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group.
Exhibition Zones and Concurrent Industry Summits
WTCE 2026 was themed “Smartly Link the World” and featured three main exhibition zones: TAAPE – Amusement & Attraction focusing on amusement parks and VR/AR technologies; ASE – Audio • Stage • Entertainment offering LED displays and event technologies; and TBE – Billiards & Indoor Sports showcasing equipment for pool and indoor sports. An additional Art Toys & Creative Economy area connected collectable toys, character design, pop culture, and licensing opportunities.
Concurrent to the
expo, the 2026 World Amusement and Attractions Development Summit (WAS) took place on 29–30 October, examining topics such as night tourism, family entertainment centers, and regional theme park investment. The World Billiards Club Development Summit (WBS) was held on 30 October, focusing on sustainable billiards ecosystems and industry growth particularly in emerging markets including India.
Tourism Product Strategies and Trusted Thailand Initiative
At the WAS opening on 29 October, Ms. Denduen Luengcheng, Executive Director of the Tourism Product Department at TAT, delivered a keynote presentation titled “Future of Tourism & Trusted Thailand.” The presentation outlined Thailand Nextperience 2027 and five tourism product priorities: Wellness & Longevity, Festival
Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The Trusted Thailand initiative aims to enhance visitor confidence through improved safety, secure payment methods, foreign-language communication, and accessible transportation.
Thailand’s Tourism Strategy and Bilateral Relations with China
The event coincided with the 51st anniversary of diplomatic relations between Thailand and China, highlighting an extension of cooperation beyond travel into wider industry sectors. Ms. Thapanee Kiatphaibool emphasized that WTCE 2026 exemplified TAT’s “Transform Together” and “Partnership 360°” strategies. These strategies focus on linking tourism with culture, sports, technology, and creative industries to generate distinctive experiences and economic value. The approach prioritizes value over volume, targeting increased income distribution
to businesses, communities, and emerging destinations to advance Thailand as a high-value tourism destination.
