Can Thailand rival Singapore and Dubai as a MICE hub for industry events?

Supply chain shifts and expanded Bangkok venues boost Thailand’s appeal as a regional industry hub.

As supply chains recalibrate and sustainability imperatives reshape industrial priorities - especially under the current landscape of supply chain upheaval and widespread uncertainty without a visible conclusion - Asia’s processing and packaging sector is entering a decisive growth phase. At the centre of this transformation sits Thailand, increasingly positioning itself as a convening hub for regional manufacturing, innovation and cross-border collaboration.

Asian Business Review’s Simon Hyett spoke exclusively with Sanchai Noombunnam, Country General Manager – Thailand, Informa Markets, event organiser of ProPak Asia, 2026. “Informa Market has 35 offices around the world,” says Sanchai, describing the breadth of his business. “Thailand is one of the biggest office in ASEAN, so that working for the Informa Market Thailand, in Thailand, we have about 18 exhibition so ProPak Asia is Informa Markets largest exhibition.”

The processing and packaging industry has historically been driven by efficiency and scale. Today, however, the sector operates within a far more complex matrix of global pressures. Food security concerns, supply-chain volatility and rising logistics costs are forcing manufacturers to rethink production models. At the same time, sustainability expectations are accelerating investment in advanced materials, circular design principles and digital manufacturing technologies.

Food security and sustainability is tied heavily to logistics, says Sanchai. Food security may be pushing prices and food industry experts are always concerned with logistics, “but I'm also constantly thinking about the evolution of technology: technology to improve long-life food transportation. We have included top researchers and expert in this field as well as discussions to overcome these challenges at ProPak Asia, 2026. With regards to sustainability, discussions will include how we can make better use of local markets and local communities.”

An emerging landscape
Against this backdrop, industry events are no longer simply marketplaces for equipment and services. They are increasingly acting as strategic ecosystems where innovation, policy and investment converge. Thailand’s emergence as a regional industrial gateway has been instrumental in this shift. The nation’s geographic location, strong manufacturing base and pro-business policy environment have collectively strengthened its appeal as a convening point for global stakeholders, challenging traditional MICE heavyweights: Singapore, Dubai and Hong Kong. The Thai MICE sector has rebounded strongly in recent years, driven by government investment, infrastructure upgrades and targeted international promotion.

A defining milestone in this evolution has been the expansion of major industrial exhibitions to large-scale venues such as IMPACT in Bangkok. ProPak Asia, 2026 is set to expand 20% in floorspace to 65,000 square metres across IMPACT’s three Challenger Hall. IMPACT includes myriad and broad F&B options, as well as a strip of global retail brands’ “factory outlets”. Such facilities enable organisers to scale exhibitions in line with industry demand while offering the flexibility to integrate conferences, leisure and shopping outings and collaborative fora.

“What sets ProPak Asia apart?” asks Sanchai rhetorically. “We are the number one regional exhibition for processing and packaging technology. Our exhibition includes international participants from Italy, and other Europeans, China, Korea, Taiwan. This is a great level of global involvement. Exhibitors want to showcase their technology and want to connect to ASEAN.”

The growth of large-format venues is not simply about increasing floor space. It reflects a broader shift in how industrial events are conceived and delivered. Today’s exhibitions must facilitate knowledge exchange, foster partnerships and create immersive environments. This transformation aligns with the industry’s pivot towards digitalisation, automation and smart manufacturing solutions.

Processing and packaging trends
Sanchai mentions three trends that are particularly shaping the processing and packaging landscape. Firstly, the integration of intelligent technologies, including robotics and artificial intelligence, into production environments - advancements that enhance.

Second is the acceleration of digital transformation across supply chains, from predictive maintenance systems to data-driven logistics management. This is where AI can [truly intersect with] the food processing and packaging industry,” opines Sanchai.

The third trend is the growing emphasis on regional collaboration, as ASEAN economies seek to strengthen collective resilience in the face of global disruptions.

Sustainability, however, remains the defining strategic challenge. Packaging has historically been viewed as a contributor to environmental degradation, yet the sector is now emerging as a critical arena for innovation. Advances in recyclable and biodegradable materials and resource-efficient manufacturing processes are reshaping perceptions and opening new commercial opportunities, says Sanchai. Industry platforms enable a dialogue between regulators, producers and technology developers.

“This year’s focus will turn toward how we can more efficiently utilise a sustainable framework for packaging products and longevity, safety and security. How can we use and recycle the product without detriment?” Education is key suggests Sanchai. “Now it is really about pushing the boundaries and further consumer and industry education regarding sustainability.”

As supply chains diversify and manufacturing capacity expands across Southeast Asia, demand for strategic convening platforms is expected to intensify. This will place increasing emphasis on venues capable of supporting large-scale, multi-sector events while maintaining high standards of sustainability and operational excellence. The evolution of Thailand’s MICE infrastructure represents more than a national success story, it greatly reinforces Asia’s position as a central driver of global industrial growth.