The World Travel & Culture Expo (WTCE) 2026 took place from 29 to 31 October 2026 at the IMPACT Exhibition & Convention Center in Muang Thong Thani, Bangkok, Thailand. The event was organized by the Tourism Authority of Thailand (TAT), under the Ministry of Tourism and Sports, with cooperation from the Tourism Council of Thailand (TCT), Thai-Chinese Tourism Alliance Association (TCTA), and Guangdong Grandeur International Exhibition Group. Businesses and partners from 18 countries participated in sectors covering tourism, culture, technology, sport, entertainment, and the creative industries.
Opening Ceremony and Event Objectives
The official opening ceremony was held on 29 October 2026, presided over by Ms.
Thapanee Kiatphaibool, Governor of TAT. Speakers included Mr. Jeerayu Jarukittivorakan, Secretary-General of the Tourism Council of Thailand, and Mr. Wang Zhaoyun, CEO of Guangdong Grandeur International Exhibition Group. The event operated under the theme “Smartly Link the World,” aiming to enhance collaboration among buyers, sellers, investors, and service providers across tourism and related industries. WTCE 2026 also commemorated 51 years of diplomatic relations between Thailand and China.
Exhibition Zones and Industry Summits
WTCE 2026 featured three main exhibition zones: TAAPE (Amusement & Attractions) displayed products and technologies for amusement parks, family entertainment centers, rides, and VR/AR applications. ASE (Audio • Stage • Entertainment) showcased LED
displays, digital signage, lighting, sound, and staging solutions for events and concerts. TBE (Billiards & Indoor Sports) presented equipment and technologies related to billiards, pool, snooker, and other indoor sports. An additional area focused on Art Toys & Creative Economy, connecting collectibles, design, intellectual property licensing, and retail collaborations.
Industry exchange continued with the World Amusement and Attractions Development Summit (WAS) held on 29–30 October, and the World Billiards Club Development Summit (WBS) on 30 October 2026, both at the same venue. WAS sessions covered night tourism, immersive entertainment, water park development, integrated resorts, family entertainment centers, cultural tourism, and
regional investments in theme parks and family entertainment centers. WBS sessions discussed sustainable cue-sports ecosystems, opportunities in India, and expanding Thailand’s billiards industry globally.
Tourism Strategy and Product Priorities
On 29 October at WAS 2026, Ms. Denduen Luengcheng, TAT Executive Director of the Tourism Product Department, presented strategies titled “Future of Tourism & Trusted Thailand.” The presentation introduced Thailand Nextperience 2027, highlighting five tourism product priorities: Wellness & Longevity, Festival Economy, Creative Economy, Sustainable & Regenerative Tourism, and Trusted Thailand. Emphasis was placed on Trusted Thailand as a foundation for visitor confidence, including safety, secure payment systems, foreign-language communication, and transportation accessibility. This marked a
shift from destination-based promotion toward enhancing experience and value creation in Thailand’s tourism sector.
Official Statements on Tourism Development
Ms. Thapanee Kiatphaibool emphasized that WTCE 2026 exemplifies the practical application of TAT’s Transform Together strategy and Partnership 360° approach. The focus is on increasing value over volume by linking tourism with culture, sports, technology, and creative industries to generate distinctive experiences, new business opportunities, and broader economic benefits. The goal is to distribute tourism income widely to businesses, communities, and emerging destinations, advancing Thailand into a high-value, meaningful destination.
Ms. Denduen Luengcheng highlighted Trusted Thailand as the foundation of visitor confidence through measures that ensure
general safety, secure transactions, multilingual communication, and safe transport options across the country.
Thailand-China Diplomatic and Industry Collaboration
WTCE 2026 coincided with the 51st anniversary of diplomatic relations between Thailand and China, extending cooperation beyond tourism into broader industry partnerships. The event reinforced Thailand’s positioning as the Tourism and Entertainment Hub of ASEAN and showcased regional potential in sectors like amusement parks, entertainment technology, and cue-sports.
Sessions during the event underscored Southeast Asia’s attractiveness for global investment in theme parks and family entertainment centers while exploring emerging markets and sustainable development within the billiards industry.
