Soft Power elements are using consist of the attractive attribute of a country. The Exhibition Industry Summit 2024 hosted by Thailand Convention and Exhibition Bureau (TCEB) was an excellence case to simplify the used of Soft Power in exhibition industry.

From the warmth of Thai hospitality to immersive experiences in traditional arts like Khon , a traditional masked dance drama,Thai music blend with Orchestra, and customized storytelling through the cuisine, using local ingredient with the presentation of fusion food, show the Thai inheritance evolving with modernity and inclusivity. The summit offered an unforgettable cultural journey, blending business with identity. 

The summit showcased Thailand’s industrial proficiency from ‘Business and Trade’ standpoint, with over 20 global exhibition organizers exploring its future-forward industries. Especially, automotive innovations, digital transformation in AI, and leadership in medical tourism, reinforcing its role in ASEAN economic integration.

Global exhibition organizers engaged with Thailand’s Prime Minister and policymakers. Exclusive discussions on trends and policies under the IGNITE THAILAND vision, focusing on sectors with high growth potential solidified confidence in Thailand’s readiness as ASEAN’s premier exhibition hub. This event underscored Thailand’s mastery of soft power, creating global impact while strengthening its position.