At the IT&CMA trade show, the Thailand Convention and Exhibition Bureau (TCEB) officially announced that Amway China will bring over 10,000 delegates to Bangkok for Amway Leadership Seminar – Bangkok, taking place from 4 March to 13 April 2026. The Southeast Asia’s largest corporate event of Amway China will introduce a distinctive “slow living” travel concept, blending business sessions with immersive cultural and lifestyle experiences in the Thai capital.
This milestone event comes as China and Thailand celebrate the 50th anniversary of diplomatic relations. Bangkok, long serving as a bridge of friendship between the two nations, will once again play host to a landmark gathering that strengthens people-to-people connections.
Amway Leadership Seminar – Bangkok is the result of more than two years of close collaboration between TCEB, Amway China, and Thai partners. TCEB has supported Amway’s incentive programs for decades, beginning with its first overseas leadership seminar in Bangkok in 1997. For the 2026 edition, TCEB played a central role in developing customized event concept “Slow Living”, introducing localized experiences, facilitating government coordination and immigration procedures or MICE Lane Service for VIPs, supporting cultural performances, providing special deals from business establishments and securing nationwide hospitality, safety, and tourism measures. This proactive engagement reflects TCEB’s mandate to position Thailand as Asia’s leading MICE destination and demonstrates the bureau’s commitment to providing world-class support for mega corporate gatherings.
Supawan Teerarat, Ph.D., President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, stated: “We are honored to collaborate with Tourism Authority of Thailand (TAT) under the banner “Team Thailand” in welcoming Amway (China) back to Thailand. Hosting over 10,000 delegates not only reflects the vibrancy of China-Thailand relations but also highlights trust in Thailand’s creative capabilities in delivering high value and innovative MICE experiences that go beyond conventional thinking of MICE program, thus, fulfilling the shifting needs of business world. This will be a landmark event in Thailand’s MICE and tourism industries and demonstrates Thailand’s in-depth strategy to stand out as a premier destination.”
Thapanee Kiatphaibool, Governor of Tourism Authority of Thailand (TAT) stated: “Thailand is honored to welcome Amway China’s over 10,000 delegates to Bangkok—a dynamic gateway to Southeast Asia and a city where tradition meets transformation. Through our ‘Vibrant Bangkok City’ initiative, we invite delegates to immerse themselves in the rhythm of local life: savoring street-side delicacies prepared from generational recipes, exploring hidden temples nestled between skyscrapers, and engaging with artisans who preserve Thailand’s cultural legacy. This is experiential travel at its finest - rooted in authenticity, crafted with care.
This seminar reflects Thailand’s readiness to deliver world-class MICE experiences with a uniquely Thai touch. As we celebrate 50 years of China–Thailand relations, we reaffirm our commitment to purposeful tourism—where every journey is enriched by genuine connection and every moment leaves a lasting impression, made possible through the collaboration between the Tourism Authority of Thailand (TAT) and the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB. Thailand is ready to inspire, engage, and welcome you with open hearts.”
Safety and Security Measures
To ensure the safety and peace of mind of all participants, TCEB is coordinating with relevant Thai government agencies to provide facilitation and support for the Amway Leadership Seminar - Bangkok. Special measures will focus on secure movements between airports, hotels, and event venues, along with visible assistance for delegates throughout their stay in Bangkok. In addition, delegates will enjoy the convenience of TCEB’s exclusive MICE Lane service at Suvarnabhumi Airport, offering fast-track immigration clearance and dedicated arrival assistance for VIPs. This service underscores Thailand’s commitment to delivering not only world-class MICE experiences, but also a secure and welcoming environment for international visitors from the very first touchpoint.
Partnership Spanning Three Decades
Amway China shares a long-standing bond with Thailand. Founded in 1995, the company chose Bangkok for its first overseas leadership seminar in 1997. Nearly 30 years on, the 2026 edition marks a symbolic homecoming celebrating both Amway’s enduring relationship with Thailand and the 50th anniversary of China–Thailand diplomatic ties. For Amway China, Amway Leadership Seminar – Bangkok will be its largest corporate event in Southeast Asia since 2016, reaffirming Thailand as a premier destination for its milestone gatherings.
New Travel Lifestyle Highlighting “Bangkok Slow Living”
Breaking away from traditional sightseeing, Amway Leadership Seminar – Bangkok will spotlight Bangkok’s riverfront lifestyle. Delegates will embark on the “Riverfront Living Circuit,” or a “Bangkok Slow Living” program designed to rediscover Bangkok through cultural explorations and culinary journeys. The itineraries will offer a variety of experiences, from riverside meditation and mindfulness sessions that highlight Thailand’s cultural depth, to guided tastings at iconic local eateries showcasing the city’s rich culinary heritage. In addition, participants will enjoy immersive luxury stays at high-end Bangkok hotels where Thai spa traditions, yoga practices, and cultural workshops are seamlessly integrated to create a holistic slow-living experience.
Mega Size Corporate Event Driving Thailand’s Tourism Economy
Amway Leadership Seminar - Bangkok is expected to generate significant economic impact across hospitality, catering, transport, and cultural industries. More importantly, it will showcase “The New Thailand” tourism strategy, presenting an elevated blend of heritage, wellness, and modern lifestyle to meet the needs of MICE travelers. Mrs. Supawan added: “This event will not only boost Thailand’s economy but also inspire thousands of participants to rediscover Thailand in new ways. We look forward to deepening our friendship with China and welcoming Amway delegates to an unforgettable Bangkok experience.”
Amway Leadership Seminar - Bangkok is projected to generate more than THB 858 million (approx. USD 26 million) in direct revenue for Thailand’s MICE and tourism service industries and create over 860 jobs in hospitality, catering, transport, and event services. In addition, it is expected to contribute approximately THB 38 million (USD 1.2 million) in tax revenues through VAT, corporate income tax, and related duties reinforcing the strategic role of MICE in driving Thailand’s national economy.
