THAIFEX – HOREC Asia 2026: Southeast Asia’s Rise as a Global Hospitality Hub

Photo: Koelnmesse Pte Ltd / THAIFEX – HOREC Asia

For global hospitality suppliers and regional operators, Southeast Asia is increasingly becoming the focal point in sourcing operational solutions and expanding market presence.

This was evident at THAIFEX – HOREC Asia 2026, where a total of 21,305 visitors from 70 countries and regions convened at IMPACT Muang Thong Thani, Bangkok, from 11 to 13 March 2026.

Photo: Koelnmesse Pte Ltd / THAIFEX – HOREC Asia

The third edition of this annual trade event saw exhibition space grew by 30 per cent to 35,000 sqm year-on-year, accompanied by a 42 per cent rise in exhibitor participation. Represented nations spanned 35 countries and regions, including Thailand, China, Italy, the United States, and Singapore. Notably, Brazil made its debut as an organised country pavilion, having previously participated through independent exhibitors.

Exhibitors broadly reported strong engagement from distributors and hospitality operators in search of the latest operational solutions, with manufacturers seeing early commercial outcomes during the event.

Thailand was widely regarded as the regional gateway market for global hospitality suppliers and operators pursuing market expansion. Strong participation from Thai creators in automation innovations, the revamped Xperiential Zone, and the newly introduced Hospitality Design Zone reflected the region’s growing capabilities in hospitality innovation. Together, these drew significant investment interest from international stakeholders, particularly in solutions enhancing operational efficiencies and addressing pressing industry challenges such as labour shortages and rising utility costs.

Vietnam also emerged as one of the strongest sourcing markets at the event, with hosted buyer participation growing by almost 20 per cent compared to the previous edition. The Hosted Buyer Programme, which welcomed over 500 buyers from more than 30 countries and regions, further underscored the continued hospitality expansion in the region.

Overall, THAIFEX – HOREC Asia is set to remain the global platform for suppliers, operators and innovators to converge and address the industry’s evolving needs. The next edition of the event will return to Bangkok for an extended four-day run from 2 to 5 March 2027, offering greater opportunities to source, exchange knowledge, and conduct business networking across the hospitality value chain.

About THAIFEX – HOREC Asia

From the success of THAIFEX – Anuga Asia (one of Asia’s largest food and beverage trade shows) comes THAIFEX – HOREC Asia, created to meet the growing needs of the hotel, restaurant and café (HoReCa) sector, focusing on innovations and business growth. It has since become the definitive event driving the sector in Southeast Asia.

THAIFEX – HOREC Asia and THAIFEX – Anuga Asia are jointly organised by the Department of International Trade Promotion (DITP), the Thai Chamber of Commerce (TCC), and Koelnmesse. Together, these two events form a cohesive ecosystem spanning hospitality operations and food and beverage trade.

For more information, visit www.thaifex-horec.asia and www.thaifex-anuga.com.