British exhibition organiser UBM Plc is confident that integration of Asean markets will make Southeast Asia an important destination for exhibitions, as the region's combined GDP will equal India's.
The company is still focusing on Asia as an important revenue generator to its global network. Its major markets in Asia are Japan, China, India and Asean.
Essink: Thailand a major venue
International exhibitors and trade visitors have shifted their spotlight to this region in preparation for the launch of the Asean Economic Community (AEC) late this year, said Jime Essink, president and chief executive of UMB Asia.
"Thailand is a key part of UBM in this region thanks to its strategic location as a hub of Asean," he said.
"Its strengths are good transport infrastructure, world-class exhibition venues and hotels, value-for-money tourism products and government support."
UBM estimates the Asean exhibition market will grow by 10% on average annually in terms of the number of events and trade visitors. Recent growth has been only 5%.
Mr Essink said UBM had assigned major Asean operations to upgrade local events to regional level to serve growth in the region.
UBM hopes to attract a new international exhibition to Thailand annually. This year, Asean Beauty will be held in April for 200 exhibitors and more than 8,000 local and international trade visitors.
Thailand is No.1 in Asean for exhibition space, sold mostly for events promoting renewable energy, cars or food.
Based on a report by the France-based Union of International Fairs, Thailand has 30% of the Asean market, followed by Singapore, Malaysia, Indonesia, Vietnam and the Philippines.
"The key challenge for Thailand is to remain politically stable, as it's important to sustain the exhibition industry in the long term," Mr Essink said.