CHIANG MAI, Thailand – Thailand Convention and Exhibition Bureau (Public Organization) TCEB is hosting the World Tea and Coffee Expo in Chiang Mai between 24-27 February 2022 to elevate northern Thailand into a global hub, production and trade for coffee and tea.
Mr. Chiruit Isarangkun Na Ayuthaya, TCEB President said: “Northern Thailand is gaining global recognition as a world-class producer of premium coffee beans and excellent tea leaves, both of which play an increasingly important role in the regional economy.
“The World Tea and Coffee Expo: The 2nd Tea and Coffee International Symposium will greatly benefit the supply chain of the world’s most popular beverages in the North, putting the Lanna, the local name which upper northern Thailand is known for, onto the map of the world’s coffee and tea industry.
Northern Thailand is one of the best tea and coffee origin in the country, guaranteed by many international tea and coffee awards and there has been continued improvement in production and quality. Nevertheless, TCEB sees strong potential and business opportunities for the region to benefit from this industry. With Exhibition and Convention, TCEB trusts that MICE can help promote marketing and industry collaboration. This is why we organize this Expo as business platform to strengthen tea and coffee value chain and ultimately support the region’s strategic direction to promote agro-food industry.”
This year, World Tea and Coffee Expo will come under the theme of “From Local to Global” and be taking place at the Empress Convention Centre, The Empress Hotel, Chiang Mai. The event will be divided into three key parts; namely symposium, trade show and business matching, with the goal to pave the way for Northern Thailand as a global hub for coffee and tea production, trade, investment and tourism. The exposition itself will bring together 50 exhibitors with 45 of them being Thai companies and five international booths showcasing their well-selected products and services.
Trade buyers and visitors will meet the leading manufacturers, distributors, importers and suppliers covering the whole supply chain. Among the interesting activities at the event are the business matching and live demonstrations of unique style and coffee making techniques by barista champions from Bangkok and the northern region.
More than ten million baht worth of transactions is expected from trade exhibition and business matching during the course of four-day event. Also in the symposium, growers and local entrepreneurs will have access to the latest information, knowledge and information on production, market trends and best practices which will be shared by both domestic and international experts, he added.
This event is the second part of World Tea and Coffee Expo project. The first part was successfully organized in Chiang Rai where highlight activities include training of local tea and coffee growers and exhibitors and familiarization trip to promote tea and coffee as incentive routes. Therefore, in this single project, meetings, incentives, conventions and exhibitions are used to be platform to promote and create higher value to the tea and coffee industry. This Expo confirms readiness of the value chain of tea and coffee industry in the North, with Chiang Mai, known as Thailand’s coffee capital, being the centre of the high-quality coffee industry and Chiang Rai as a premium tea origin.
Lastly, this project will help raising awareness of Northern Thailand as destination of tea and coffee, according to Destination Branding strategy and positioning of the region.
As a pre-caution measure to COVID-19, The World Tea and Coffee Expo will be organized in a hybrid form: on-site and online, to optimize the attendance in strict compliance with the government’s Covid-19 precaution directives.
