The World Travel & Culture Expo (WTCE) 2026 was held from 29 to 31 October at IMPACT Exhibition & Convention Center in Muang Thong Thani, Bangkok. The event was organized by the Tourism Authority of Thailand (TAT) under the Ministry of Tourism and Sports in partnership with public and private sector entities. The opening ceremony on 29 October was led by Ms. Thapanee Kiatphaibool, Governor of TAT, alongside Mr. Jeerayu Jarukittivorakan, Secretary-General of the Tourism Council of Thailand (TCT), Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group, and representatives from multiple international and Chinese associations.
International Participation and Exhibition Zones
WTCE 2026 brought
together businesses and partners from 18 countries, including key Thai and Chinese entities. The expo featured comprehensive exhibitions across tourism, culture, technology, sport, entertainment, and the creative sectors. It was structured into three main zones: TAAPE focused on amusement and attractions including family entertainment and VR/AR technologies; ASE highlighted audio, stage, and entertainment technologies such as LED displays and digital signage; and TBE covered billiards and indoor sports equipment. Additionally, an Art Toys & Creative Economy section showcased design, collectible toys, and intellectual property collaborations.
Concurrent Summits and Thailand Nextperience 2027
Running alongside WTCE 2026 were the World Amusement and Attractions Development Summit (WAS) on 29–30
October and the World Billiards Club Development Summit (WBS) on 30 October, both at IMPACT Exhibition & Convention Center. During WAS, Ms. Denduen Luengcheng, Executive Director of TAT’s Tourism Product Department, presented the Thailand Nextperience 2027 framework, emphasizing five tourism product priorities: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The presentation highlighted Trusted Thailand’s focus on visitor safety, secure transactions, multilingual communication, transport safety, and accessibility as crucial to fostering visitor confidence.
Strategic Significance and Official Perspectives
WTCE 2026 commemorated 51 years of diplomatic relations between Thailand and China, extending cooperation beyond tourism into broader industries. The expo’s
theme, “Smartly Link the World,” reflected its goal of linking international buyers, sellers, investors, and service providers. Ms. Thapanee Kiatphaibool described the event as a practical application of TAT’s Partnership 360° approach, integrating tourism with culture, sports, technology, and creative industries to generate distinctive experiences and economic value. The focus aligns with Thailand’s shift toward high-value tourism, emphasizing quality experiences and income distribution to businesses, communities, and emerging destinations, advancing the country’s status as the Tourism and Entertainment Hub of ASEAN.
