Thailand’s inbound business events sector remains resilient despite months of regional conflict, with the exhibition sector on track to host at least 10 per cent more events in 2026 than in 2025, alongside steady convention growth and ongoing incentive enquiries.
As of June 2026, the number of trade and consumer exhibitions held in Thailand had already reached approximately 49 per cent of the total staged across the whole of 2025.
“Based on the current pipeline of confirmed events and new exhibition launches, we anticipate the total number of exhibitions in 2026 will surpass 2025 levels by at least 10 per cent,” said Loy Joon How, general manager of Impact Exhibition Management and president of the Thai Exhibition Association.
Loy noted that China remains Thailand’s strongest exhibition source market. This trend is being driven by continued Chinese government support for outbound trade and investment, with established Chinese exhibition brands selecting South-East Asia for their international editions.
Cancellation levels across the broader business travel sector have also come in lower than industry figures originally feared.
“Cancellations have been lower than we anticipated when we consulted hotel and DMC members about two months ago, which came as a welcome surprise,” said Prachoom Tantiprasertsuk, president of the Thailand Incentive and Convention Association. “There were some cancellations alongside postponements, but the level was manageable, and enquiries are still coming through.”
Prachoom explained that current enquiries fall into two categories: organisers seeking alternatives to planned Middle East events, and companies that must run incentive programmes to stimulate sales regardless of broader market conditions.
“Thailand’s geographical position makes access straightforward, and our MICE professionals have many years of experience behind them, which gives planners reassurance,” Prachoom added.
Conventions have proven to be the most steadfast segment in 2026. Thanate Kienpotiramard, founder of BIC Event Thailand, reported that his company’s first-half revenue matched the previous year’s levels, supported by early-booked conventions and additional events scheduled for the fourth quarter. In contrast, smaller corporate events in the 100-to-200-delegate segment have softened due to high airfares and shorter booking windows.
“Conventions are planned one to two years ahead, which makes them very difficult to move. Corporate meetings and incentives can disappear quickly because organisers may prepare and then cancel if conditions are unstable.
“If Thailand can host more conventions, that is a positive step because it remains a secure market,” Thanate explained.
Thanate noted that academic conferences have remained his firmest category – mostly originating from the US and Singapore – though contracting cycles have lengthened, with deals for October events now closing in the third quarter rather than mid-year.
