UFI Asia-Pacific Conference Draws 260+ Industry Leaders to Bangkok

The 2026 UFI Asia-Pacific Conference recently concluded at the Queen Sirikit National Convention Centre in Bangkok, attracting more than 260 exhibition industry leaders. Hosted by the Thailand Convention & Exhibition Bureau, the event focused on strengthening regional collaboration and cross-border connections within UFI’s largest and most dynamic global market. This gathering highlights the exhibition sector's continued growth in Asia and its role in driving innovation through new technologies and cultural integration.

The two-day conference, held March 5-6 at the Queen Sirikit National Convention Centre (QSNCC), served as a critical platform for UFI, The Global Association of the Exhibition Industry, which represents over 50,000 employees across nearly 900 member organizations. Chris Skeith, OBE, CEO and Managing Director of UFI, noted that the Asia-Pacific region remains the association's largest member base and a primary driver of global exhibition activity. The choice of Bangkok was strategically significant, as it is the hometown of current UFI President Panittha Buri, further reinforcing Thailand's leadership role in the regional events landscape and its capacity to host major international trade gatherings.

Industry sessions addressed evolving trends such as exploring real return on investment (ROI) for artificial intelligence and the festivalization of event experiences. Lia Basyuni, Country GM of Informa Markets Indonesia, highlighted that the programming also covered China’s consumer economy, the use of influencers and live commerce for B2B events, and practical strategies for early conflict resolution. These discussions reflect a broader industry shift toward integrating digital innovation with high-engagement, experience-driven formats to maintain relevance in a competitive global market.

Beyond formal sessions, the conference leveraged Bangkok’s cultural heritage through post-conference tours of local temples and neighborhoods to enhance delegate engagement. This approach demonstrated how host cities can provide immersive experiences that extend networking value beyond the convention center walls, a key factor for the 'Land of Smiles' in attracting international business events. Looking ahead, UFI will hold its European Conference in Izmir, Turkey, this June, while the 2027 Asia-Pacific Conference is slated for Bali, Indonesia, where it will be hosted by the Indonesian Exhibition and Convention Association (IECA).