In emphasizing innovation, sustainability, and excellence, THAIFEX – HOREC Asia attracted higher than anticipated attendance. Co-organized by the Department of International Trade Promotion (DITP), the Thai Chamber of Commerce (TCC), and Koelnmesse, the event offered an immersive exploration of the future of the hotels, restaurants, and catering (Horeca) sectors in Southeast Asia.
THAIFEX – HOREC Asia, which took place 6 to 8 March 2024 at Impact, Muang Thong Thani, Bangkok, attracted 359 exhibitors from 23 countries, and 15,851 unique trade attendees from 68 countries over the three days, making it one of the largest Horeca gatherings in the region. The trade show hosted 391 handpicked buyers who participated in 1,636 meetings. Projections indicated that trade receipts generated from the exhibition will amount to some $91 million in the upcoming year. On-the-spot orders placed at the show amounted to over $10 million.
The theme, “Shaping The Future of Horeca,” underscored the event’s commitment to pioneer change and foster industry growth through innovative solutions. Stakeholders from across the spectrum (and region) who attended the event expressed their delight that a trade show was now taking place for their specific needs.
“More than a trade show, THAIFEX – HOREC Asia 2024 has surpassed our expectations and become a catalyst for industry evolution,” states Mathias Kuepper, Managing Director and Vice President of Koelnmesse Asia Pacific. “By bringing together the brightest minds and the latest innovations, the show is helping to shape the future of Horeca in the Asia Pacific region.”
Southeast Asia’s tourism sector experienced remarkable expansion and a robust post-pandemic recovery, driven by a surge in tourist arrivals. Thailand led the Asean region with 28 million international visitors in 2023. This surge has played a pivotal role in driving the national economy, contributing over 2.3 trillion baht in economic value and providing income for over one-third of Thailand’s population. A considerable portion of this economic surge is attributed to the growth of the Horeca sector. Thus, THAIFEX – HOREC Asia was established to help local and regional businesses in Southeast Asia capitalize on this burgeoning opportunity.
HIGHLIGHTS
The THAIFEX—HOREC Asia exhibition featured nine product categories and showcased six current trends in the sector. Leading brands like Unox, Merrychef, Cimbali Group, and Hobart, showcased advanced technologies for efficient and sustainable food preparation and storage.
Several brands took the opportunity to launch new products at THAIFEX – HOREC Asia, like the world debut of Hobart’s FX and FP series ‘cutlery premium’ feature for dishwashers, or Australian startup Scentible, which has created a range of scents designed to teach baristas how to identify coffee bean aromas or defects in coffee. Italian company Elmeco Srl debuted the Elmeco Matrix, a new self-service slushie machine that has an easy interface for consumers, portion control, and connectivity. All three of these solutions were awarded in the THAIFEX – HOREC Innovation Awards.
The inaugural THAIFEX – HOREC Innovation Awards recognized exhibitors who are pioneers and trendsetters who are improving Horeca operations with their innovations. The submissions culminated in 9 winners and 27 finalists emerging from a pool of 350+ entries.
A unique aspect of the trade show was THAIFEX – HOREC Xperiential Zone, a compelling showcase of 60 of the current most innovative products available on the market today. It included the featured products of the Innovation Awards which are poised to revolutionise the Horeca industry.
With approximately 800 participants in attendance, THAIFEX – HOREC Academy featured a comprehensive programme delivered by 69 industry experts. Over the course of three days programme, they conducted 36 live sessions and 13 live demos. The primary goal of the Academy was to highlight the sector’s trends and best practices, making it a valuable resource for attendees.
For the inaugural edition, the Asean Coffee Federation hosted the Asean Barista Team Championship, along with an intense competition for housekeepers, the Thailand Ultimate Housekeeping Challenge, which highlighted talent and innovation. Substantial prizes and industry recognition were on the line at both competitions.
TRENDS AND INSIGHTS
- Sustainability Focus: Nearly 40% of exhibitors presented sustainable solutions, from energy-efficient appliances to innovative applications or management systems for food waste, reflecting the sector’s commitment to minimizing environmental impact.
- Digital and Contactless Innovations: Featuring digital guest experience and contactless services, THAIFEX – HOREC Asia 2024 showcased technologies that enhance operational efficiency and customer satisfaction.
- Plant-Based and Wellness Trends: With the rise of health-conscious and environmentally aware consumers, exhibitors displayed the latest products and solutions for plant-based menus and wellness solutions, like alternative milks for use by baristas, or tools and equipment to measure and enhance fitness and body composition.
- Global and Local Participation: The event boasted significant international and local company participation, with 359 exhibitors from 23 countries and a 27,000 sqm exhibition space, a note-worthy start for a first-time trade show.
- Exclusive Hosted Buyer Programme: 391 trade buyers were handpicked and hosted to attend THAIFEX – HOREC Asia 2024. Key industry players such as the Cambodia Hotel Association, Vietnam Hotel Association, the Restaurant Association of Vietnam, Vietnam Executive Housekeepers Association, Danang Hotel Associations, and notable organizations like Awc, Dusit International, and the Minor Group, participated in the programme designed to foster strategic partnerships and sourcing opportunities.
To participate in future editions, please visit http://thaifex-horec.asia/.
