Bhiraj Buri Group is embarking on an ambitious project to transform the Bangkok International Trade & Exhibition Centre (BITEC) into BITEC Buri, a comprehensive lifestyle and community hub that will elevate the Bangna area into a mixed-use zone and enhance the quality of life for residents within a 45-minute travel radius.
Spanning over 27 hectares, this mega project will integrate diverse functionalities that cater to both business and leisure needs.
The full transformation is slated for completion by end-2024 and includes the launch of the 7,000-seat BITEC LIVE concert hall, and SAMA Garden, an outdoor venue with extensive green spaces. These new builds will be in addition to the 41,000m2 of exhibition space that BITEC will continue to provide.
“With consumer-centric events gaining momentum, there’s a clear imperative for spaces like BITEC to adapt and cater to a broader audience beyond conventional tradeshows,” said Pitipat Buri, CEO of Bhiraj Buri Group.
In recent years, the group has seen a notable shift in the exhibition market, particularly within the business events sector where traditional B2B tradeshow-style events are giving way to a more consumer-oriented B2C model.
“We’ve seen consumer-focused shows taking up significant exhibition space and diversifying beyond simple product displays, reflecting a growing preference among general consumer groups,” he said.
As part of its transformation from a single-use space to a mixed-use space, the existing 400,000m2 of display area at BITEC has been reconfigured. New facilities include BITEC Connect, which will provide meeting rooms for 50 to 3,500 participants; Bhiraj Tower, which will offer 29 storeys of modern office spaces; a sky garden; and a 200m-long running track. The BEAT Active entertainment park, which opened in mid-2023, will continue to provide sports activities for all ages.
