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Udon Thani Soars Towards
the World Horticultural Stage
The Udon Thani International Horticultural Expo 2026 is poised to host a Category B International Horticultural Expo, scheduled to take place from November 1, 2026, to March 14, 2027, at Nong Dae Wetland, Kut Sa Subdistrict, Mueang Udon Thani District, on an area of ??1,650,000 square meters or 1,030 rai.
Every time Thailand announces its bid to host a world-class event, the spotlight usually shines on moments of success, thunderous applause, prestigious signing ceremonies, images of national representatives on the news stage, and the crucial statement, "Thailand has been chosen." But before that day, a quiet saga unfolds behind the scenes: an epic study to assess capabilities, develop a roadmap, strategize, gather partners, and create a large "Bid Book" to submit proposals and rigorously prove one's worth to a global committee. The crucial question, therefore, is not simply, "What must a city do to obtain the right to host a world-class event?" but rather, "How will a city use that opportunity?" How can you transform your own future?
For most people, hosting a world-class event might seem like good news that happens overnight. But in the world of bidding for international event hosting rights, the "announcement day" is only the finish line of the first chapter. Before a global organization selects a city, it must be thoroughly evaluated in every dimension, from airport potential and the number of hotel rooms to transportation systems and the management of basic infrastructure such as waste, water, and energy. The most important question, however, is, "What real benefits will the community and local people receive?"
Because a good world-class event is measured more than just "being able to host it," but by its "potential to deliver legacy results after the event ends."
Udon Thani: From a transit city to a world-class event. The case of Udon Thani is a clear reflection of this strategy. The Udon Thani International Horticultural Expo 2026 received certification from the Association of Horticultural Organizations (AGOs). The International Horticultural Expo (AIPH) has been selected as a Category B event, scheduled to take place from November 1, 2026, to March 14, 2027, at Nong Dae Wetland, Kutsara Subdistrict, Mueang Udon Thani District, on an area of ??1,650,000 square meters or 1,030 rai.
The event is held under the theme “Diversity of Life: Connecting People, Water and Plants for Sustainable Living,” and is expected to attract 3.6 million visitors and involve participants from approximately 20 countries. These figures make the Udon Thani World Horticultural Expo more than just a flower festival or a large-scale garden exhibition; it's a stage where the city can demonstrate its readiness on an international level. Winning the bid reflects the coordinated efforts of the city, province, central government, local government, private sector, community, and international partners, building confidence that the city can host a world-class event and deliver lasting value after its conclusion.
The city began transforming from the day it decided to bid. The key to bidding for a world-class event is that a city begins transforming from the moment it decides to compete.
The moment Udon Thani announced its bid to host the event, the city had to re-examine itself entirely. It's crucial to understand the city's strengths, where infrastructure needs improvement, the readiness of local businesses, the extent to which local people understand the shared goals, and how to turn a world-class event into a long-term city upgrade. The Thai government, the Thailand Convention and Exhibition Bureau (TCEB), and local authorities anticipate that the Udon Thani International Horticultural Exposition 2026 will attract over 3.6 million visitors, generating over 32 billion baht in economic activity, contributing over 20 billion baht to the GDP, creating up to 81,000 jobs, and generating approximately 7.7 billion baht in tax revenue. This money will flow directly to hotels, restaurants, transportation, community enterprises, farmers, and the service sector in the area. This is why the term "host" means more than just welcoming visitors; if designed correctly, a world-class event can elevate a city even before the event begins, and deliver positive economic and social benefits after it concludes.
What does a city gain if it wins? Bidding for a world-class event is a significant strategic investment.
When a city is selected and uses the opportunity wisely, the results will be far more valuable than just the number of days the event is held; they will impact everyone in the area. From hotels gaining new customers and restaurants increasing sales to public transport drivers earning higher incomes, farmers showcasing their potential and knowledge, and SMEs opening new markets, the benefits extend to education—universities connecting Thai research to the international stage, communities and younger generations envisioning a brighter future in their hometowns, and people everywhere improving their quality of life through better infrastructure.
World events may last only a few months, but the developed infrastructure, transformed city image, strong business networks, skilled personnel, and local confidence become sustainable assets that will last for decades.
In the MICE industry, a crucial role begins long before the general public sees the success, driven by mechanisms like the Thailand Convention and Exhibition Bureau (TCEB). TCEB plays a vital role from analyzing city potential and developing bidding strategies to coordinating government and local sectors, and connecting international partners to prepare and support Thailand's showcase on the international stage.
Go To Lead
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Thailand Wins Bid to Host IEEE ICRA 2030, the World's Premier Robotics Conference,
Advancing Vision to Become Regional Advanced Manufacturing and Innovation Hub
Miss Jittanun Techasarin, Director of Conventions Department of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said winning the bid represents far more than securing another international convention. It reflects TCEB's strategic approach to positioning business events as national economic platforms capable of driving long-term industrial transformation.
"As global economic competition increasingly revolves around innovation and new value creation, Thailand must leverage international business events as catalysts for investment, technology transfer, and industrial development," she said.
"Aligned with the government's national agenda to promote future industries, TCEB is committed to attracting events that serve as Strategic Economic Platforms—events capable of generating collaboration, trade, investment, and innovation in high-growth sectors. IEEE ICRA 2030 exemplifies this vision by bringing together the world's leading researchers, innovators, technology developers, investors, and industry leaders in robotics and automation."
Dr. Supawan added that Thailand's MICE industry must evolve beyond measuring success by attendance figures or event delivery alone.
"Thai MICE should serve as a platform that connects global talent with opportunities for research collaboration, knowledge exchange, business partnerships, investment, and innovation. The ultimate goal is not simply event success, but creating high-impact national value and a lasting legacy that drives economic integration and industry growth.
"Business events should connect the entire economic ecosystem—from investment, manufacturing, trade, research, and supply chains to entrepreneurship and the creation of new industries. This creates sustainable economic growth rather than short-term revenue. IEEE ICRA 2030 will play an important role in accelerating the adoption of robotics and automation across Thailand's industries while strengthening the country's existing leadership in automotive, healthcare, and food manufacturing, paving the way toward becoming a regional Advanced Manufacturing Hub."
Associate Professor Dr. Jackrit Suthakorn, Founder and Executive Director, Center for Biomedical and Robotics Technology (BART LAB), Faculty of Engineering, Mahidol University, said IEEE ICRA is globally recognised for bringing together academia, industry, and government within a single collaborative platform.
"Every year, the conference enables businesses to engage directly with leading researchers, technology developers, and end users from around the world. It attracts the world's top companies in robotics, AI, automation, sensors, semiconductors, and software, while providing startups with a global stage to launch breakthrough technologies," he said.
"The conference is therefore an important platform for technology showcases, research collaboration, business matchmaking, and investment opportunities in future industries."
He added that Thailand's successful bid demonstrates the country's readiness and credibility as a regional manufacturing base for automotive, electronics, and automation industries, supported by clear government policies promoting AI, robotics, and future industries, as well as a strong research ecosystem comprising universities, laboratories, and robotics research centres.
Mr. Sanchai Noombunnam, Country General Manager, Informa Markets - Thailand, said hosting IEEE ICRA 2030 represents an important milestone in elevating Thailand from a manufacturing base to a regional innovation hub."This conference will connect research, technology, and industry in a tangible way while accelerating the adoption of robotics, artificial intelligence, and automation across the manufacturing sector," he said.
"It will also create new opportunities for collaboration among government agencies, private enterprises, academic institutions, and global investors. As Thailand's leading industrial exhibition organiser, Informa Markets - Thailand is ready to leverage its international platforms and global partner network to facilitate knowledge exchange, foster innovation, create business opportunities, and support Thailand's journey toward becoming ASEAN's hub for Smart Manufacturing, Robotics, and Automation."
Mr. Manapol Poosomboon, Vice Chairman, Office of the Chairman, The Federation of Thai Industries, described the successful bid as a significant opportunity for Thailand to strengthen its position as a regional technology and innovation centre amid intensifying global competition.
He said the Federation's 5I Strategy, particularly "Intelligent Industry," promotes wider adoption of digital technologies, AI, and robotics across manufacturing, alongside workforce development through the RUN Concept—Reskill, Upskill, and New Skill. IEEE ICRA 2030 will provide an ideal platform for global knowledge exchange, investment promotion, and technology transfer, helping establish Thailand as a sustainable regional hub for robotics, automation, and artificial intelligence.
IEEE ICRA 2030 will take place between 13 and 17 June 2030 at the Queen Sirikit National Convention Center (QSNCC) in Bangkok. The event is projected to generate more than THB 1.06 billion in direct economic circulation, contribute approximately THB 590.6 million in value added to the Thai economy, create around 745 jobs, and generate an estimated THB 36.4 million in government tax revenue.
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[THAI]
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