Trade exhibition outlook to hinge on economic progress
Trade exhibitions in Thailand this year are expected to grow at the same slow pace as the country’s GDP, while the large US tariff rate for transshipment of Chinese products has begun to impact manufacturers in that nation, who are refraining from hosting trade events in Southeast Asia.
Loy Joon How, president of the Thai Exhibition Association (TEA), said trade exhibitions are typically regarded as a mirror of the economy.
If GDP growth remains healthy, trade exhibitions will expand as buyers and sellers seek marketplaces to grow their businesses, he said.
Mr Loy said US reciprocal tariffs are disrupting global trade, especially hiking the transshipment tax to 40% on products originating from China and exported via other countries.
He said the exhibition market in Asia is largely driven by China, the largest market with a growth rate of more than 55%, followed by Japan, South Korea and Hong Kong. Thailand ranks seventh in Asia.
This year fewer Chinese exhibitors have joined events in Southeast Asia due to unfavourable tariff rates.
The sector needs to rethink its strategies to support a market fragmented because of the US tariff policy, said Mr Loy, who is also general manager of Impact Muang Thong Thani.
He said the local trade exhibition industry this year is projected to grow by 2-3%, lower than the global average of 2-6% due to sluggish economic conditions in Thailand.
This year the economic impact from 376,577 foreigners attending trade exhibitions in Thailand is anticipated to reach 28.9 billion baht, with the majority of earnings generated from 129 international trade exhibitions, according to the Thailand Convention and Exhibition Bureau.
In terms of fundamental facilities and services, Mr Loy said the country is in a strong position to maintain its status as the exhibitions hub of Southeast Asia, with a total space of 19 million square metres that can cater to business and consumer shows, which account for 44% and 56% of events respectively.
“Indonesia and Vietnam are aggressively expanding their large exhibition halls, but Thailand already has established facilities with proficient service skills that meet industry requirements,” he said.
According to news reports, the Vietnamese government recently announced a US$48-billion investment covering 250 projects, including a new exhibition centre in Hanoi poised to be the largest venue in Southeast Asia, spanning more than 900,000 sq m.
Kavin Kittiboonya, vice-president of TEA and president of Kavin Intertrade, said the government has failed to solve economic issues.
While the private sector attempts to drive the economy by expanding businesses, the government should ensure political stability and expedite effective economic measures, he said.
Mr Loy said Thailand also faces a manpower shortage of experienced workers, as many left the industry during the pandemic and have not returned.
He said the industry has 19,000 direct employees across four related branches, including professional exhibition organisers, venues, stand contractors, and freight forwarders. If indirect employment is included, the number would reach roughly 30,000, Mr Loy noted.
As the new TEA committee begins its two-year term for 2025-26, he said the association would serve as a platform for sharing resources among its 100 members, aiming to strengthen inclusive collaboration across member groups for growth, innovation and sustainability.
The group also wants to encourage young people under 35 to join the trade exhibition industry by creating “Sandbox by TEA” for networking and training.
TEA plans to develop an innovation platform to equip members with the digital skills required for exhibition jobs, said Mr Loy.
The association is scheduled to host the Thailand MICE Exchange Expo 2026 at Queen Sirikit National Convention Center from April 29-30, an annual face-to-face exchange for networking and forging business opportunities between Thai and international stakeholders.
Source – Bangkok News
