Thailand’s PM Underlines the Importance of HoReCa Trade Ties as Global Uncertainty Rises

Why It Matters

The statement signals Thailand’s proactive stance to safeguard its hospitality industry against geopolitical and supply‑chain shocks, attracting foreign investment and reinforcing regional trade networks.

Key Takeaways

• 700 companies from 35 countries showcased at Thaifex 2026
• PM stresses resilience, adaptability, cooperation for sustainable HoReCa growth
• Thailand positions itself as ASEAN gateway for global HoReCa trade
• Government pledges support for SMEs, market diversification, partnerships
• Event added Xperiential Zone, Academy, ASEAN Coffee Roasting Championship

Pulse Analysis

Global volatility—spanning trade policy shifts, geopolitical tensions, and soaring energy costs—has forced the hospitality, restaurant and catering (HoReCa) sector to rethink traditional growth models. Industry leaders now prioritize resilience, rapid adaptation, and cross‑border cooperation to mitigate supply‑chain disruptions and fluctuating demand. This strategic pivot is especially critical for emerging markets like Southeast Asia, where tourism drives a sizable share of GDP and where the sector’s recovery hinges on diversified revenue streams beyond inbound travel.

Thailand is leveraging this environment to cement its role as a gateway between ASEAN and global markets. By hosting Thaifex‑Horec Asia, the country showcases a comprehensive ecosystem that spans kitchen technology, sustainable furnishings, and wellness solutions, attracting 700 exhibitors from 35 countries. The event’s expanded features—such as the Xperiential Zone, the Academy, and the ASEAN Coffee Roasting Championship—underscore a commitment to professional excellence and innovation, reinforcing Thailand’s reputation as the region’s premier hospitality hub.

For investors and SMEs, the Prime Minister’s pledge to bolster trade, diversify markets and deepen partnerships offers a clear signal of policy support. Targeted assistance for small and medium‑size enterprises aims to enhance competitiveness, while broader market diversification reduces reliance on any single economy. As global uncertainty persists, Thailand’s strategic focus on resilient HoReCa growth positions it to capture new export opportunities, attract foreign capital, and drive sustainable economic development across the region.