Bangkok Land Company Limited, the operator of Thailand’s IMPACT Exhibition Management Co., Ltd, has announced a new marketing push into the Indian and Chinese markets as it steps up its strategy of becoming a stellar event and entertainment destination in Asia.
The company says it is looking for new partnerships to establish a joint venture, including IMPACT Live Nation Co., Ltd. If successful in this collaborative effort, IMPACT says it is confident in reaching its 9,000 million baht revenue target by 2027.
Paul Kanjanapas, CEO of IMPACT Exhibition Management Co., Ltd, notes that Thailand holds fifth position in Asia and is ranked first in the ASEAN region for hosting the highest number of international meetings.
Beyond meetings and exhibitions, he says, the Thai concert market is booming with no fewer than 900 international and domestic concerts held annually. This boom in live entertainment is a significant driver of the Thai economy, not only generating revenue from employment within the events industry but also stimulating spending on travel, accommodation, and food in and around event venues.
“Moving forward, we’re adopting a more proactive business expansion strategy to create new opportunities and drive company growth,” Kanjanapas says.
“Our first priority is venue rental services, which constitutes our primary revenue. For the international market, we’re focusing on expanding our client base into new regions comprising India, China, and the Middle East. These regions show a strong demand for events and can potentially generate significant economic growth potential.”
Alongside IMPACT Arena and Thunder Dome, the offer at the Bangkok venue now includes new spaces for entertainment events comprising Challenger halls 1–3 with over 60,000sqm of multifunctional space and Exhibition halls 5–12 totalling 45,000sqm of space. For outdoor festivals, a 150,000sqm versatile space by the lake is also available.
Kanjanapas adds that IMPACT has been creating more of its own events, including trade shows, business matching events, and lifestyle-oriented events and, earlier this year, launched the ‘IMPACT NEXT’ package, designed to attract new organisers. He says it has brought in new clients and an increased number of events. “This past June,” he adds, “we successfully launched a new type of event: the grand automotive festival ‘IMPACT Speed Fest 2025’ by the Muang Thong Thani lakeside.
IMPACT Muang Thong Thani has delivered growth in the first half of 2025, with a total of 341 events hosted and over 300 events confirmed for the second half, including the International Motor Expo (29 November-10 December, 2025).
The venues currently manage two hotels on site: Novotel Bangkok IMPACT and Ibis Bangkok IMPACT, offering a combined total 1,000 rooms. With occupancy rates consistently increasing there are plans to build more within the complex bringing the total to 3,000 rooms by 2028.
The new plans are in addition to the key partnership already in place is the joint venture with Live Nation, which involves a 20-year lease of the IMPACT Arena.
