The Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, hosted the World Travel & Culture Expo (WTCE) 2026 from 29–31 October at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Bangkok. The event aimed to support Thailand’s role as the Tourism and Entertainment Hub of ASEAN.
International Participation and Exhibition Zones
WTCE 2026 connected Thai, Chinese, and international businesses and partners from 18 countries. The exhibition featured three principal zones: TAAPE (Amusement & Attraction), ASE (Audio • Stage • Entertainment), and TBE (Billiards & Indoor Sports). An Art Toys & Creative Economy area linked collectable toys, design, characters, and
pop culture with product development and brand collaboration.
Key Officials and Opening Ceremony
The opening ceremony on 29 October was presided over by Ms. Thapanee Kiatphaibool, TAT Governor. She was joined by Mr. Jeerayu Jarukittivorakan, Secretary-General of the Tourism Council of Thailand; Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group; and representatives from multiple associations. Ms. Thapanee stated that “WTCE 2026 demonstrates what Transform Together means in practice. Through Partnership 360°, TAT is connecting tourism with culture, sport, technology and the creative industries to create distinctive experiences, new business opportunities and wider economic value.”
Geographical and Industry Cooperation
WTCE 2026 celebrated 51 years of diplomatic relations between
Thailand and China, expanding cooperation beyond travel and tourism into broader sectors. The event promoted partnership between Southeast Asia, China, and other participants across tourism, culture, sport, entertainment, and creative industries. Discussions covered the ASEAN region, investment potential in global theme parks and family entertainment centers, and emerging opportunities in India’s billiards market.
Summits and Presentations on Tourism Trends
The 2026 World Amusement and Attractions Development Summit (WAS) – Bangkok ran from 29–30 October, while the World Billiards Club Development Summit (WBS) – Bangkok was held on 30 October at the same venue. Ms. Denduen Luengcheng, Executive Director of TAT’s Tourism Product Department, presented “Future of
Tourism & Trusted Thailand” on 29 October. She discussed Thailand Nextperience 2027 priorities including wellness, festival economy, creative economy, sustainable tourism, and building visitor trust.
Trusted Thailand and Tourism Direction
The Trusted Thailand initiative aims to improve visitor confidence through safety, secure payment systems, foreign-language communication, and accessible transport. WTCE 2026 highlighted TAT’s shift from volume-based promotion toward value and experience creation, benefiting travellers, businesses, communities, and emerging destinations. Summit sessions explored night tourism, immersive entertainment, resort developments, and creating sustainable cue-sports ecosystems in developing billiards markets.
