The World Travel & Culture Expo (WTCE) 2026 was held from October 29 to 31 at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Bangkok, Thailand. The event brought together Thai, Chinese, and international businesses from 18 countries. It was organized by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports, in cooperation with the Tourism Council of Thailand (TCT), the Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong Grandeur International Exhibition Group.
Opening Ceremony Highlights Strategic Partnership
WTCE 2026 officially opened on October 29 with a ceremony led by Ms. Thapanee Kiatphaibool, Governor of TAT. Present were Mr. Jeerayu
Jarukittivorakan, TCT Secretary-General, Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group, and representatives from Chinese and international cultural and entertainment bodies. The event operated under the theme “Smartly Link the World,” aiming to integrate tourism with culture, technology, sport, entertainment, and creative industries to generate economic value and position Thailand as the ASEAN tourism and entertainment hub.
Exhibition Zones Covering Diverse Sectors
The expo’s layout included three main zones: TAAPE – Amusement & Attraction, featuring technologies and products for amusement parks, water parks, family entertainment centers, and VR/AR systems; ASE – Audio • Stage • Entertainment, showcasing LED displays, digital signage, lighting, and
sound equipment for events and exhibitions; and TBE – Billiards & Indoor Sports, which presented equipment and technologies for pool, billiards, snooker, and other indoor sports. An additional segment focused on Art Toys & Creative Economy, combining collectible toys, design, character branding, and intellectual-property licensing.
Industry Summits on Amusement and Billiards
Industry discussions ran concurrently with the expo. The 2026 World Amusement and Attractions Development Summit (WAS) took place on October 29 and 30, addressing night tourism, immersive entertainment, water-park development, integrated resorts, family entertainment centers, cultural tourism, and investment potential in Southeast Asia’s theme-park sector. The World Billiards Club Development Summit (WBS) was held on
October 30, focusing on sustainable cue-sports ecosystems, growth prospects in India, and expansion of Thailand’s billiards industry.
Key Presentations Emphasize Tourism Strategy
On October 29, Ms. Denduen Luengcheng, Executive Director of TAT’s Tourism Product Department, presented on “Future of Tourism & Trusted Thailand” during the WAS. The presentation outlined the Thailand Nextperience 2027 initiative and emphasized five tourism product priorities: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The Trusted Thailand focus included ensuring traveler safety, secure payment systems, foreign-language communication, and safe transportation. The initiative supports TAT’s shift from destination promotion toward creating valuable tourism experiences.
Bilateral Relations and Industry Expansion
WTCE 2026
coincided with the 51st anniversary of diplomatic relations between Thailand and China. The expo expanded cooperation from travel and tourism into broader sectors like culture, entertainment, sport, and creative industries. The event’s activities reflected Thailand’s goal of becoming the ASEAN region’s hub for tourism and entertainment, advancing economic value through integrated industry partnerships.
Trusted Thailand and Tourism Value Focus
Trusted Thailand initiatives aim to enhance visitor confidence through general safety protocols, secure payments, and accessible communication. The expo reaffirmed TAT’s Value over Volume strategy, concentrating on increasing the quality and economic benefit of tourism rather than visitor numbers. This approach seeks to distribute income to businesses,
local communities, and emerging destinations to foster sustainable growth.
Thailand’s Positioning as ASEAN Tourism Hub
Organizers stated that WTCE 2026 showcased the integration of tourism with culture, sport, technology, and creative industries under the Partnership 360° model. This comprehensive collaboration is designed to create new business opportunities and distinctive experiences, steering Thailand towards a meaningful and high-value tourism destination within ASEAN.
