Exploring HORECA Trends in THAILAND as the Hub of ASIA

In an ever-evolving HoReCa (Hotel, Restaurant, Catering) industry landscape, THAIFEX – HOREC Asia 2024 is offering businesses unparalleled opportunities to discover innovative solutions, gain valuable insights, strategies, and most importantly, forge partnerships in the sector.

Department of International Trade Promotion (DITP) is collaborating with the Thai Chamber of Commerce, and Koelnmesse to initiate THAIFEX – HOREC ASIA 2024 as a pivotal event designed to guide CEOs and business leaders in the HoReCa sector through transformative trends. Being held from March 6 to 8 in Halls 9-12 at IMPACT Muang Thong Thani in Bangkok, the trade show is expected to attract over 20,000 buyers from across the world and help establish Thailand as the hub of the HoReCa industry in Asia.
Natiya Suchinda, DITP’s deputy director-general, said demands in this industry are significantly rising and offering Thailand great opportunities. Thailand has distinguished itself in several areas, including high-quality offerings from product and service providers, along with the presence of innovative designers who enhance the uniqueness of HoReCa products and services.
The fair will feature goods and services from more than 300 companies hailing from 24 countries, including Thailand. Occupying a space of 27,000 square metres, the fair will have 722 booths covering nine HoReCa segments, namely Bakery & Ice Cream, Cafe & Bar, Bakery and Ice Cream, Café and Bar, Cleaning and Laundry, Dining, Furnishing, Kitchen, Services, Tech and Wellness.
Phusit Sasitaranondha, executive advisor of Koelnmesse Thailand, said the selected goods and services will focus on innovations that will cater to the needs of modern HoReCa businesses, such as a product that uses artificial intelligence to improve cooking.
The show will present six leading trends that redefine the future of HoReCa, namely sustainability, food waste, contactless, digitalised guest experience, plant-based menus, and energy efficiency.

THAIFEX – HOREC Asia 2024 will also include six exciting parallel events, including the ASEAN Barista Team Championship 2024, THAIFEX – HOREC Academy, Thailand Ultimate Housekeeping Challenge, and the first-ever THAIFEX – HOREC Innovation Awards in Asia.
Mathias Kuepper, managing director of Koelnmesse Asia-Pacific, said this year marks a significant shift towards health-centric offerings in the HoReCa sector.
Hotels and restaurants are now integrating health and wellness into their core services. From offering nutritious, locally sourced dishes to creating comprehensive wellness programmes, including state-of-the-art fitness facilities and rejuvenating spa services, the industry is catering to a growing demand for health-conscious travel experiences. This trend not only meets consumer expectations but also aligns with the global move towards healthier lifestyles.
In addition to these special showcases, visitors can also gain knowledge on eight essential topics on the main stage, namely: Leadership in Hospitality; Future-Proofing Your Business; Optimising Your Hotel Performance; Optimising Your Hotel: Tech and Solutions; Embedding Sustainability into Hotel Operations; Redefining Hospitality Leadership; Trends in Wellness and Spa; and The Future of Gastronomy.

THAIFEX – HOREC Asia 2024 will run from March 6-8, from 10am to 6pm at IMPACT Exhibition Centre, Halls 9-12, IMPACT Muang Thong Thani. For more information and registration, visit www.thaifex-horec.asia.