The World Travel & Culture Expo (WTCE) 2026 took place from 29 to 31 October at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Thailand. The event was organised by the Tourism Authority of Thailand (TAT), together with the Tourism Council of Thailand (TCT), Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong Grandeur International Exhibition Group.
Global and Bilateral Connections at WTCE 2026
WTCE 2026 brought together businesses and partners from Thailand, China, and 16 other countries. The event’s theme, “Smartly Link the World,” emphasised fostering international partnerships and knowledge exchange. It marked the 51st anniversary of diplomatic relations between Thailand and China, extending collaboration beyond
tourism into wider industries.
Exhibition Zones and Creative Economy Focus
The expo featured three main exhibition zones: TAAPE – Amusement & Attraction presented products and technologies for amusement parks, water parks, rides, and VR/AR applications. ASE – Audio • Stage • Entertainment displayed LED displays, digital signage, lighting, sound, and staging technologies for events and meetings. TBE – Billiards & Indoor Sports showcased equipment and technology for pool, billiards, snooker, and other indoor sports. Additionally, an Art Toys & Creative Economy area connected collectible toys and pop culture with product development, licensing, and brand collaboration.
Official Opening Ceremony and Key Participants
The opening ceremony on 29 October was presided over by Ms.
Thapanee Kiatphaibool, Governor of TAT. Also present were Mr. Jeerayu Jarukittivorakan, Secretary-General of TCT; Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group; and representatives from Chinese and international organisations involved in culture, entertainment, billiards, amusement parks, and cultural tourism.
Concurrent Summits: WAS and WBS
Alongside WTCE 2026, the World Amusement and Attractions Development Summit (WAS) occurred on 29–30 October, and the World Billiards Club Development Summit (WBS) took place on 30 October, both at the IMPACT venue. WAS sessions discussed night tourism, immersive entertainment, water-park growth, integrated resorts, family entertainment centres, cultural tourism, and Southeast Asia’s appeal for theme-park investment. WBS focused on
developing sustainable cue-sports ecosystems, examining growth prospects in India, and advancing Thailand’s billiards industry into a global enterprise.
Tourism Product Priorities and Trusted Thailand
On 29 October, Ms. Denduen Luengcheng, Executive Director of TAT’s Tourism Product Department, presented “Future of Tourism & Trusted Thailand,” outlining Thailand Nextperience 2027. She highlighted five product priorities: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. The Trusted Thailand focus aims to enhance visitor confidence through safety, secure payments, foreign-language communication, and accessible transport.
TAT Strategies: Transform Together and Value over Volume
Ms. Thapanee Kiatphaibool explained that WTCE 2026 exemplified the “Transform Together” strategy by integrating tourism with culture, sport, technology, and creative
industries. Through the “Partnership 360°” initiative, TAT aims to generate distinctive experiences and economic value. The “Value over Volume” approach seeks to increase the value of each visitor journey, distributing tourism income to businesses, communities, and emerging destinations, positioning Thailand as a high-value destination.
Industry Context: Immersive Entertainment and Billiards Development
WTCE’s wider programme addressed sectors such as immersive entertainment, cultural tourism, water parks, and family entertainment facilities. The event supported the expansion of global theme-park investment in Southeast Asia. The development of Thailand’s billiards industry from a sport into a global business was advanced through WBS discussions, which also explored sustainable practices in cue sports and
market growth opportunities in India.
