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Trusted Thailand initiative strengthened by new TAT-Agoda partnership
The Tourism Authority of Thailand (TAT) reinforced the Trusted Thailand initiative through a new strategic partnership with digital travel platform Agoda. This latest partnership aligns public and private sector efforts to enhance safety, quality, and traveller confidence across Thailand’s tourism ecosystem. TAT governor Thapanee Kiatphaibool commented on the occasion: “Trusted Thailand reflects our commitment to raising tourism standards while ensuring travellers feel confident, informed, and secure when choosing Thailand. Partnering with Agoda allows us to extend this assurance through one of the world’s leading digital travel platforms, reaching travellers at scale and reinforcing trust through clear certification, transparent information, and responsible promotion. This collaboration demonstrates how public and private partners can work together to deliver quality-led travel experiences that support Thailand’s long-term tourism development.” Agoda chief commercial officer Damien Pfirsch likewise remarked: “We are thrilled to partner with the Tourism Authority of Thailand on the Trusted Thailand initiative. By highlighting these certified partners in a number of ways and with special discounts to boot, Agoda is promoting travel to Thailand with added peace of mind and at great value. This reflects our ongoing commitment to supporting tourism in Thailand.” How working with Agoda can boost Trusted Thailand The Trusted Thailand framework certifies tourism establishments that meet defined standards in safety practices, secure payment systems, multilingual communication, and accessible transport. Collaboration with Agoda is being progressed through three integrated areas that improve visibility, reinforce assurance, and expand access to reliable travel information for international visitors. Key actions include the launch of a dedicated Trusted Thailand landing page on Agoda’s platform which has been live since early December 2025 and features a number of TAT-certified establishments. This is supported by the phased introduction of the Trusted Thailand badge on participating accommodation property pages, initially rolled out in Chinese-language markets to strengthen awareness and build traveller confidence. Guides for the contemporary traveller In parallel, safety-focused travel guides have been developed using official TAT information, including content from the 1672 Travel Buddy service and the TAT Newsroom. The guides provide practical safety information in English and eight additional languages, including three Chinese language variants. Initial content focuses on flood-related updates, with plans to expand coverage to other safety topics. The information is accessible through Agoda’s City Guides and QR code integration. Leveraging Agoda’s reach to millions users worldwide and its strong regional presence, the collaboration strengthens confidence among international travellers, particularly across Asia-Pacific markets, by providing clear and trusted signals of quality and safety at key stages of the travel decision-making process. In addition, the initiative enhances the visibility of Trusted Thailand-certified partners and reinforces Thailand’s positioning as a safe, reliable, and high-quality destination, supporting long-term, quality-led tourism development.
Vietjet Thailand launches Boeing 737-8 on international routes
Vietjet Thailand has inaugurated its first international service using the Boeing 737-8, marking a pivotal moment in its fleet expansion strategy. The airline, which has traditionally operated Airbus aircraft, is now diversifying its fleet with the addition of Boeing models. This move aligns with Vietjet Thailand's broader strategy to enhance its fleet's modernity and sustainability. The new Bangkok to Nha Trang route will operate seven round-trip flights weekly, offering passengers more travel flexibility. Departures from Bangkok are scheduled for 11:40, arriving in Nha Trang at 13:30, with return flights leaving Nha Trang at 14:20 and landing back in Bangkok at 16:25. This direct connection between two major tourism hubs is expected to boost tourism, trade, and investment between Thailand and Vietnam, as well as across the Asia-Pacific region. To celebrate the launch, Vietjet Thailand is offering promotional fares starting at THB199 (approximately USD6.4), available for booking until 31 January 2026. The promotion covers travel from 16 February to 30 November 2026. The Boeing 737-8, known for its operational efficiency and passenger comfort, was first introduced to Vietjet Thailand's domestic network in November 2025. The airline plans to expand its fleet to 50 Boeing 737-8 aircraft, facilitating its international network growth to markets such as Japan, South Korea, and China. This expansion underscores Vietjet's commitment to sustainable aviation growth and regional economic development. ```
Thailand makes its mark at ASEAN TRAVEX 2026
The Tourism Authority of Thailand (TAT) continues to make its presence felt among its regional neighbours through its pavilion at this year’s ASEAN Travel Exchange (TRAVEX). TRAVEX is part of the ASEAN Tourism Forum (ATF) 2026, running from 28th to 30th January in the central Philippine province of Cebu. TAT’s participation at the event underscores its home country’s strategic focus on high-value tourism, sustainability, and strengthened regional cooperation across ASEAN. According to TAT governor Thapanee Kiatphaibool: “ATF 2026 enables Thailand to strengthen regional collaboration while setting a clear direction towards quality-led, sustainable tourism. Through TRAVEX and ministerial-level dialogue, TAT is delivering the global concept Healing is the New Luxury by aligning wellness, culture, and meaningful travel with long-term value creation and shared sustainability across ASEAN.” For quality tourism on a regional level Now in its 44th edition, ATF 2026 is hosted by the Philippines under the theme Quality Tourism, Sustainability, Regional Integration and Innovation. The forum remains ASEAN’s principal platform for tourism policy alignment and industry collaboration. Thailand’s role in this framework is reflected in six previous tenures as host, alongside continued participation at both commercial and policy levels. In parallel with its strong trade presence at TRAVEX, Thailand is represented at the ASEAN Tourism Ministers’ Meeting by the Ministry of Tourism and Sports, contributing to discussions on coordinated policy development, sustainable tourism standards, and closer regional integration. Helping industry players meet the regional market The Thailand Pavilion serves Thailand’s central platform throughout TRAVEX till Friday, 30th January, supporting trade engagement, media interaction, and partnership building with regional and international counterparts. Designed to reflect the global concept “Healing is the New Luxury” and facilitate high-quality business exchange, the Thailand Pavilion integrates a tourism information zone featuring digital and audiovisual content with dedicated spaces for B2B negotiations, media interviews, and strategic discussions. Six Thai sellers are participating under TAT’s coordination: Montien Hotel Surawong Bangkok, Lion Land Phuket, Panan Krabi Resort, Thai Airways International, Thailand Privilege Card, and Paradise Koh Yao Resort.
TAT launches Thailand Co-creator journeys
The Tourism Authority of Thailand (TAT) is set to launch the Thailand Co-creator programme from 23 to 25 January, with a global content rollout planned for February. This initiative aims to enhance Thailand's image as a quality leisure destination through wellness-driven storytelling. The programme, part of the Trusted Thailand platform, seeks to translate strategic policy into immersive travel experiences, focusing on trust, wellbeing, and authentic local experiences. According to Nithee Seeprae, TAT Deputy Governor for Marketing Communications, the programme will leverage credible voices to communicate Thailand's strengths in quality, safety, and hospitality. "Through Thailand Co-Creator, we are working with credible voices who can communicate Thailand's strengths in quality, safety, and hospitality in a way that resonates with today's travellers," he stated. The initiative features Thai celebrity Mean Phiravich Attachitsataporn and over 20 other celebrities and influencers from countries including China, Japan, and Australia. These figures will participate in curated travel experiences across five routes, each highlighting different aspects of Thailand's diversity through a wellness lens. Destinations include Kanchanaburi for nature-based activities, Chiang Mai-Lampang for cultural continuity, and Songkhla for culinary culture. The programme's content will be shared across digital platforms, aiming to generate at least 100 million impressions worldwide. This effort underscores Thailand's positioning as a trusted, high-quality leisure destination, offering meaningful travel experiences for short-haul travellers. ```
Tourism Authority of Thailand reaffirms suport for marine tourism development
The Tourism Authority of Thailand (TAT) reaffirmed its support for advancing marine tourism development and strengthening regional cooperation across Southeast Asia, reinforcing Thailand’s role as a regional marine tourism hub. The agency made the announcement at the conclusion of the successful Thailand Boat Festival 2026 which was staged from 15th to 18th January at Phuket Boat Lagoon. The four-day international marine event served as a strategic platform uniting public and private stakeholders to accelerate collaborative development and expand high-potential niche markets, while showcasing world-class tourism products and services across yacht tourism, marinas, charter services, shore excursions, destinations, and supporting services. The programme also enabled structured exchanges among operators from Thailand, Indonesia, and Malaysia to shape a systematic roadmap for regional marine tourism development, with focus on connectivity, standards, and sustainable growth. TAT deputy governor for tourism products and business Nat Kruthasoot remarked: “Thailand Boat Festival 2026 demonstrated the strength of Thailand’s marine tourism ecosystem and the importance of regional collaboration. TAT supports this platform because it brings industry leaders, policymakers, and operators together to strengthen connectivity, elevate tourism products, and drive sustainable growth. The event reflects our expectation that collaboration across the marine tourism sector will deliver high-quality experiences and long-term value for Thailand.” Advancing marine tourism across borders As part of the programme, TAT convened national tourism offices and organisations under the Indonesia–Malaysia–Thailand Growth Triangle (IMT-GT) framework, comprising Indonesia, Malaysia, and the Centre for Indonesia-Malaysia-Thailand Growth Triangle (CIMT), to advance cross-border marine tourism cooperation and highlight seamless connectivity across the subregion. The panel session Unlocking Thailand’s Potential as a Leading Marine Tourism Destination in Southeast Asia on 16th January established Thailand’s readiness to advance regional marine tourism through workforce development, high-quality products, and integrated cross-border connectivity. TAT executive director for the Southern Region Wajanan Silpawornwiwat underscored the Andaman Coast’s role as a strategic gateway linking cruise, yacht, and ferry travel with Indonesia and Malaysia, alongside the importance of skilled personnel development and community and environmental benefits. Meanwhile, Siwaphon Thamwapi of Thailand’s Department of Tourism highlighted efforts to strengthen the marine tourism ecosystem through standards, workforce development, and quality assurance aligned with international best practices. Wattana Choksuvanich, chairperson of the Thai Cruises Business Association, pointed to Phuket, Krabi, and Satun as key gateways enabling world-class yacht experiences linked with Langkawi, Penang, and Sabang under the IMT-GT framework. Regional perspectives were also shared during the panel IMT-GT as a Dreamed Destination for Quality Yacht Experience on 17th January, highlighting strategic readiness and opportunities to position the subregion as a cohesive marine tourism destination.
Thailand retains global appeal as Amazing 5 strategy shifts from mass tourism to quality tourism
In the context of global tourism, Thailand comes up as a prime example of how promotion and implementation can be interwoven to produce exceptional results. Consider this: despite a 7.23 percent year-on-year decrease, this Southeast Asian nation still welcomed a total of nearly 33 million foreign visitors as of 31st December 2025, earning around US$86.6 billion in tourism revenues. While the country’s high-profile tourism campaigns have helped the numbers along over the years, it has to be said that Thailand has also constantly worked on the infrastructure, human resources, and soft power to keep visitors coming and coming back for more. It all started after a crisis… To put things into perspective, we go back to the late ‘90s, particularly the years immediately after the 1997 Asian economic bubble burst. It may be recalled that the Thai economy was one of the hardest hit by the crisis and, as a means of stimulating economic revival, the government turned to tourism. The original Amazing Thailand campaign was the result: a two-year campaign to run from 1998 to 1999, coinciding with the 72nd birthday of King Rama IX (HM Bhumibol Adulyadej) as well as the 1998 Asian Games in Bangkok. Amazing Thailand’s original schema was characterised by Nine Facets of Travel, highlighting various aspects of the country’s culture and traditions against a powerful aesthetic that appealed to the senses. The campaign was so successful that it would be augmented over the years with related thematics casting the spotlight on different focal points, ranging from 2014’s It Begins with the People and 2022’s Amazing New Chapters, to the most recent ones 5 Must-do in Thailand and the 2026 theme Healing is the New Luxury. Nearly three decades since its initial implementation, Amazing Thailand is still going strong and its global impact continues to shine. As it evolves, it incorporates different facets of the nation’s history, culture, and economy, casting the spotlight on different parts of Thailand year after year. Strategy + infrastructure = success In our coverage of tourism throughout Asia and the world, we have pointed out that not all tourism campaigns have delivered the expected results for their countries of origin. Which thus begs the question: what is Thailand doing right, and how have they been able to sustain it for nearly three decades? Synergy is the one answer we can think of here; specifically, the synergetic relationship between a powerful promotional campaign and the relevant infrastructure necessary to transport, house, feed, engage, and entertain a massive influx of foreign travellers year after year. Tourists see this in Thailand’s extensive range of tourism infrastructure initiatives over the course of the past several decades. The aviation sector, in particular, is beginning to reap the benefits of TAT’s Airline Focus Strategy which seeks to raise the number of long-haul tourist arrivals by teaming up with global airlines for new routes. At the same time, Thailand continues to improve its airports in terms of capacity, as well as service and facility quality, seeking to double the former between now and 2027. Another point of consideration is that Thailand ensures that tourists get to see the entire country, as opposed to promoting just one or two major cities. In recent years, this has meant optimising the use of social media and key opinion leaders to promote secondary cities, thus bringing the glories of places like Chiang Rai, Chon Buri, Chanthaburi, and Sakon Nakhon to the rest of the world. Add in the fact that TAT has been actively promoting key events and festivals on both domestic and international levels, and you have a synergetic tourism model that works. Contemplating the Amazing 5 As this year marks a landmark 28th year for the Amazing Thailand initiative, Thailand's tourism promotion strategy also continues to evolve, with this year's thematic taking on a slant towards the national economy. Last 12th January, the public relations arm of the Thai government announced the national tourism goal of US$95 billion in tourism revenues for this year. Central to the attainment of this goal is a strategy referred to by the Tourism Authority of Thailand (TAT) as its Amazing 5 Economy concept for 2026. As a continuing offshoot of the original Amazing Thailand concept, this most recent development has five focal points for targeted marketing: Life Economy Centering on the Healing is the New Luxury thematic, this aspect positions Thailand as a hub for wellness and medical tourism. As such, the Life Economy aspect involves enhancement and development of products and services related to both physical and mental health, a broad spectrum that covers both traditional modalities and state of the art treatments; Sub-Culture Economy This aspect targets luxury and high net worth travellers, a niche which has seen significant growth in recent years. Indeed, a February 2025 report from the Asian Development Bank’s Greater Mekong Subregion Secretariat shows that luxury tourism alone brought in between THB60 and 70 billion as of end-2023 and TAT sees the sector growing at a maximum compound rate of ten percent per annum; Night Economy Tourism is anything but a 9 to 5 thing, and this aspect of Thailand’s tourism strategy means extending its hours well into the night. But rather than the more 18+ market, the Night Economy here refers to safe and fun nightlife along with extensive dining and entertainment experiences not only in hubs like Bangkok, Phuket, and Chiang Mai, but also spilling into lesser-known but equally interesting locations throughout the country; Circular Economy Sustainability lies at the core of the Circular Economy aspect as it puts an emphasis on the efficient utilisation of available tourism resources via the principles of upcycling and recycling, giving back to host communities in a variety of ways, and boosting local economies through initiatives promoting traditional crafts and specialities; and Platform Economy The beauty of Thai tourism promotion may be further attributed to the way it has integrated technology into its framework. In this case, the Platform Economy facet of the Amazing 5 refers to ensuring seamless travel experiences by way of integrated online platforms for purchasing, selling, and payment. By making things more convenient for both domestic and global travellers, Thailand makes the experience safe, comfortable, and enjoyable. All things considered, Thailand has hit upon a winning formula for tourism success and continues its winning streak thanks to the way it considers all its aspects to draw in the world's attention.
Tourism Authority of Thailand reports great outcomes from MATKA 2026
The Tourism Authority of Thailand (TAT) achieved strong outcomes from its participation at the recently-concluded MATKA Travel Fair 2026 held in Helsinki, Finland. During the fair which ran from 15th to 18th January, TAT reinforced Thailand’s positioning as a high-quality, value-led destination for Nordic travellers. TAT governor Thapanee Kiatphaibool pointed out how the Nordic market remains strategically important to Thailand’s long-term tourism development. She said: “Participation at MATKA Travel Fair 2026 reflects TAT’s clear direction towards quality growth. Through the Airline Focus Strategy and close collaboration with airlines and trade partners, accessibility is being strengthened while Thailand’s tourism offering is aligned with evolving traveller expectations for wellness, sustainability, and meaningful experiences.” TAT’s participation at MATKA Travel Fair 2026 was supported at the diplomatic level, with the official opening of the Thailand Pavilion presided over by Thai ambassador to Finland Worawoot Pongprapapant. The pavilion served as a platform for tourism information, B2B negotiations among five Thai tourism operators and Northern European partners, and a networking session that engaged more than 30 Finnish media representatives and tour operators. Stronger ties through air connectivity TAT placed the Airline Focus Strategy at the centre of participation, advancing coordinated marketing activities and strategic discussions with airline and travel partners to strengthen air connectivity and improve travel convenience to Thailand throughout 2026. Engagements covered discussions with leading Nordic travel stakeholders such as Finnair, Turkish Airlines, Tjäreborg, Aurinkomatkat, Ikkunapaikka, and Rantapallo, alongside ongoing cooperation with airline partners including Thai Airways International, Bangkok Airways, Finnair, SAS, Norse Atlantic Airways, and TUI Airways, with a shared objective of expanding flight frequency and market access to Thailand. The effectiveness of the Airline Focus Strategy was reflected in visitor performance, with tourist arrivals from Finland reaching 93,906 in 2025, while arrivals from the wider Nordic and Baltic markets totalled 667,890, representing a 10.42 percent increase. The results underscore the impact of sustained strategic collaboration between TAT, airline partners, and tourism businesses. Where wellness and soft power matter TAT likewise reiterated its new global marketing campaign Healing is the New Luxury during the event, underscoring the shift towards value-based travel aligned with global health and sustainability trends. The campaign positions Thailand as a year-round destination for physical and mental rejuvenation while supporting balanced, resilient tourism growth. TAT also showcased Thailand’s Soft Power through traditional performances representing all four regions of the country, alongside Muay Thai workshops and Thai handicraft activities, strengthening engagement and brand recognition across multiple visitor segments.
Thailand rolls out new travel safety video series
Thailand’s Ministry of Tourism and Sports launched a new three-video series showcasing the country’s travel safety and assistance on Wednesday, 14th January. The initiative aims to strengthen traveller confidence through relatable, real-life situations. The short-form videos highlight how the Tourist Assistance Center and Tourism and Sports Volunteers support visitors when unexpected challenges arise, from finding their way in unfamiliar surroundings to recovering misplaced belongings and receiving timely help when it matters most. The three-video series is being rolled out sequentially across digital platforms, forming part of the Ministry of Tourism and Sports’ ongoing efforts to enhance travel confidence, safety awareness, and positive perceptions of Thailand as a welcoming and secure destination for global travellers. Everyday moments Presented through human, everyday moments and voices from travellers of different nationalities, the series reflects Thailand’s long-standing reputation for warmth, care, and hospitality. Developed for international audiences and digital platforms, the initiative reinforces Thailand’s readiness to support travellers throughout their journey, ensuring peace of mind alongside memorable travel experiences. The videos underline the role of the Tourist Assistance Center as a reliable point of contact, available to assist visitors wherever they travel in the country.
Oman Air (Thailand office)
Bangkok Thailand
Vacay Co., Ltd. (Thailand)
18 Soi Baromrajchonnee 87 Baromrajchonnee Road Chimphli Sub district, Taling Chan District Bangkok 10170 Thailand
Thailand Convention and Exhibition Bureau (TCEB)
Thailand Convention and Exhibition Bureau (TCEB), Siam Piwat, Rama I Road, Pathum Wan, Bangkok, Thailand Thailand
Vacay Co., Ltd. (Thailand)
18 Soi Baromrajchonnee 87 Baromrajchonnee Road Chimphli Sub district, Taling Chan District Bangkok 10170 Thailand
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