THAIFEX – HOREC Asia 2025 concluded on a high note in early March, reinforcing its status as an important platform for the hospitality industry in Southeast Asia. Over the course of three days (March 5 to 7), the event welcomed 19,454 unique trade attendees from 87 countries and regions—a 23% increase from the inaugural edition in 2024.
Exhibitor participation also grew significantly, with 466 exhibitors from 25 countries—a 30% increase year-over-year—reflecting the rising influence of the event in the hotel, restaurant, and catering (HoReCa) sector.
The remarkable growth in participation underscores THAIFEX – HOREC Asia’s emergence as a key driver of business and innovation in the region. The event facilitated 2,408 pre-arranged business meetings—up by 47% from last year—connecting over 600 top-tier buyers with suppliers and industry leaders. Matthias Kuepper, managing director and VP Asia-Pacific of Koelnmesse, said this growth reflects the increasing relevance of Thailand as a strategic hub for the hospitality sector.
Koelnmesse is one of the organizers of the event, along with the Department of International Trade Promotion (DITP) Ministry of Commerce, and the Thai Chamber of Commerce (TCC).
“Thailand is one of the leading markets driving the hospitality industry in Southeast Asia,” Kuepper said. “THAIFEX – HOREC Asia 2025 has become a key platform for regional and international players to adopt and implement the latest innovations, keeping them competitive in a rapidly evolving market.”
Strategic partnerships and innovation
The event’s theme, “Shaping the Future of HoReCa,” resonated through its diverse programming and exhibits, which addressed global trends in sustainability and digital transformation. This year introduced new highlights such as the Tech Lounge and the Asian Pizza Show Academy. The Tech Lounge showcased AI-driven solutions, self-ordering systems, and cooking robots aimed at improving operational efficiency and addressing labor shortages.
The Asian Pizza Show Academy, curated in collaboration with Bellavita (a leader in Italian gastronomy), brought together top pizzaiolos and equipment suppliers for live masterclasses and product tastings. This program reflects the rising demand for global culinary experiences in the region.
Sustainability was a consistent focus throughout the event. Eco-friendly innovations, waste reduction strategies, and sustainable sourcing practices took center stage.
“Sustainability is no longer just a trend or an industry buzzword,” said Sven Michael Schaefer of Koelnmesse, THAIFEX — HOREC Asia project director. “Consumers are demanding more environmentally conscious operations, and businesses that adapt will gain a competitive edge.”
The THAIFEX – HOREC Innovation Awards further highlighted this shift, with 125+ entries and 10 winners recognized for their innovative and sustainable solutions. The awards underscored the industry’s commitment to balancing technological advancement with environmental responsibility. (Click here to read more about this).
Expanding global participation
Nearly 63% of exhibitors this year were from international companies, reaffirming Thailand’s position as a gateway to Southeast Asia’s fast-growing hospitality sector. Exhibitor diversity spanned segments such as kitchen and bar equipment, cleaning and laundry, dining and wellness, and hotel furnishings—providing a comprehensive platform for industry professionals.
“The first year [of THAIFEX Horec Asia] was tough,” said Wendy Lim, general manager of Koelnmesse, noting the importance of building trust within the industry. “But by proving that we attract high-quality buyers and exhibitors, we’ve established THAIFEX – HOREC Asia as a must-attend event.”
Innovative technologies were a major draw this year, with AI automation and robotics taking center stage. Cooking robots, for example, demonstrated the potential to address labor shortages without compromising quality. Lim emphasized that automation is not about replacing human jobs but enhancing service quality.
“Robots could help in the back office, allowing human staff to focus more on customer interaction,” she said.
Immersive dining experiences also stood out, blending visual presentations, interactive elements, and food aromas to engage all the senses. These experiences reflect changing consumer expectations. “People are looking for more than just a meal—they want a story and a sensory experience,” Kuepper said.
A bright future for hospitality in SEA
THAIFEX – HOREC Asia’s rapid growth reflects the broader potential of Southeast Asia’s hospitality sector, which makes Southeast Asia a natural growth market for the HoReCa industry.
“If you look at where people like to go on holiday, it’s Southeast Asia,” Schaefer said. “It’s one of the fastest-growing regions for tourism and hospitality.”
In the coming years, organizers said that stakeholders should expect a further expansion of THAIFEX – HOREC Asia, including additional exhibition space and new supporting events to reflect emerging industry trends. The next edition is scheduled for March 11–13, 2026 in Bangkok.
Meanwhile, the spotlight will soon shift to THAIFEX – Anuga Asia in May 2025. Already sold out, the event promises an even larger international presence with key participation from the United States and Australia. With new product ranges and expanded exhibition space, THAIFEX – Anuga Asia is expected to solidify its status as Southeast Asia’s leading food and beverage trade event.
As the region’s hospitality industry evolves, THAIFEX – HOREC Asia remains at the forefront—driving innovation, facilitating global partnerships, and shaping the future of HoReCa in Southeast Asia.
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Watch videos from THAIFEX – HOREC Asia 2025: