Thirty years after kicking off the first Amway China Leadership Seminar in Bangkok, the multi-level marketing company will return to the kingdom’s capital city with more than 10,000 of its top performers.
These delegates will arrive in Bangkok in several waves between March and April 2026, and participate in destination experiences that are uniquely Thai.
Amway China, Amway Thailand, Thailand Convention and Exhibition Bureau (TCEB) and Tourism Authority of Thailand (TAT) made the announcement during IT&CM Asia and CTW Asia Pacific 2025 in Bangkok earlier today.
TCEB president Supawan Teerarat hailed Amway China’s decision as a vote of confidence in Thailand and one that “holds great significance”.
She said: “This would be one of the largest corporate events to be held in South-east Asia. For Thailand, it is more than just numbers – it’s a symbol of enduring friendship, trust, and partnership between our two nations. The timing carries special meaning because this year marks the 50th anniversary of diplomatic relations between China and Thailand. We will celebrate this milestone together.
“Amway China’s decision also reflects (its acknowledgement of) Thailand’s reputation for world-class hospitality, rich cultural experiences, and reliable events support.”
TCEB, along with government agencies and industry partners, worked closely with Amway China over the past two years to materialise the event win.
The programme will be built with slow travel in mind, allowing event attendees to break away from traditional tourist roads and travel in a way that aligns with Amway’s philosophy of total wellness, shared Fei Shengxi, vice president, Amway China.
“From arrival to departure, every detail is being carefully prepared. Amway China delegates will enjoy our MICE Lane fast-track service at the airport immigration and a warm Thai welcome throughout their time here. We are committed to ensuring that every delegate feels safe, feel cared for, and truly at home in Bangkok,” Supawan added.
TAT is supporting the programme with “Must Taste, Must Try, Must Buy, Must Seek, and Must See experiences”, such as Muay Thai training and traditional massage, according to TAT governor Thapanee Kiatphaibool. She added that “a spectacular evening festival” will be specially arranged to coincide with Songkran.
Fei Shengxi, vice president, Amway China, noted that “Thailand has long been a dream destination for Chinese tourists”, and Thailand’s implementation of visa-free travel policy for Chinese citizens brings “tremendous convenience for our exchanges”.
Further underscoring Amway’s confidence in Thailand as a preferred events destination, Amway Thailand’s managing director Tossaporn Nisthanon, revealed that Amway India has also chosen the kingdom for its leadership event this December while Amway Europe and Japan will visit Thailand in 2026.
Tossaporn said: “These leadership seminars bring far more than just memorable travel experiences (to our attendees), but also support for our tourism industry, our local communities, and countless small businesses.”
