Bangkok, Thailand — Organizers of THAIFEX – HOREC Asia 2026 are positioning the event beyond a traditional trade exhibition, highlighting its evolution into a solution-driven platform addressing key challenges faced by the hospitality industry today.
Held on March 11, representatives from Koelnmesse—led by Regional APAC President Mathias Kuepper, General Manager Wendy Lim, and Project Director Sven Schaefer—shared key updates in a media roundtable held alongside the three-day exhibition at IMPACT Muang Thong Thani, emphasizing that this year’s edition focuses on helping hospitality businesses navigate operational pressures, particularly manpower shortages and rising costs.
“We are no longer just showcasing products,” Mathias Kuepper said. “We are presenting solutions that help the industry maintain service standards and improve efficiency.”
The event has expanded to 35,000 square meters of exhibition space, marking a 30% increase, reflecting strong demand for solutions that directly address operators’ current challenges in manpower and operational efficiency.
Addressing manpower and operational challenges
A key theme discussed was the growing difficulty in sourcing and retaining skilled labor across the hospitality sector.
“A lot of hospitality businesses are struggling with manpower and maintaining quality at the same time,” Sven Schaefer said. “Many exhibitors are now offering solutions that help ensure consistent output, even without highly trained staff.”
To address this, exhibitors are introducing equipment and technologies designed to ensure consistent output and service quality, even with less experienced teams.
From intelligent kitchen systems to automated food preparation tools, innovations on the show floor aim to help operators streamline operations while maintaining standards across shifts.
“What we are seeing is how products and services can help the hospitality industry maintain service levels consistently,” Wendy Lim emphasized.
Sustainability gains ground as business priority
This year, THAIFEX – HOREC Asia hosted more than 500 top buyers from across Southeast Asia, making it one of the region’s largest buyer programs for the hospitality sector.
“What we see from our buyers is strong interest in sustainable hospitality products,” Lim said. “This aligns closely with what THAIFEX – HOREC Asia offers.”
Sustainability emerged as a major focus, with a significant number of exhibitors showcasing solutions designed to reduce energy consumption and operational costs.
Innovations such as energy-efficient equipment—including electric and plasma-based cooking systems—are gaining traction, alongside refrigeration systems with improved insulation and reduced power consumption.
“Sustainability is not just about being green—it’s also a business case,” Kuepper noted. “These solutions help reduce operational costs for hotels and restaurants.”
He added that the event introduced targeted initiatives such as a closed-door sustainability session for hotel general managers and decision-makers, aimed at helping them meet environmental and operational targets.
Bangkok Strengthens role as regional hub
Organizers also highlighted Thailand’s growing role as a regional hub for hospitality trade, citing its accessibility, infrastructure, and strong tourism industry.
This annual event has attracted participants from across Southeast Asia and beyond, with buyers from key markets such as the Philippines and Vietnam playing an increasingly important role.
“Southeast Asia is a dynamic and growing market for hospitality,” Schaefer said. “Bangkok provides a natural meeting point for the region, and many see Thailand as a hub for sourcing.”
He added that participation from countries such as the Netherlands, Canada, Mexico, and Scotland—while still emerging—contributes to a more diverse and globally representative show floor.
This year, the event welcomed 21,305 unique attendees from 70 countries and regions, alongside a 42% increase in exhibitor participation, with exhibitors representing 35 countries and regions.
Focus on quality over quantity
Now in its third edition, THAIFEX–Horec Asia is shifting its strategy from expanding visitor numbers to enhancing the quality of engagement between buyers and exhibitors.
Koelnmesse is refining its hosted buyer program to ensure that attendees have direct purchasing influence, enabling more meaningful business discussions and tangible outcomes.
Expanding the platform
Looking ahead, THAIFEX – HOREC Asia will expand to a four-day format next year, scheduled from March 2 to 5, 2027, allowing more time for sourcing, networking, and participation in supporting programs.
“We want to create a platform where both buyers and exhibitors can achieve tangible results,” Kuepper concluded.
