Description

Please be advised that this function is a partner event with an external organizer. The registration link will send you away from the AMCHAM website to the website of the organizer.​ Please be advised that this event organizer may have different data collection/privacy and event cancellation policies than AMCHAM Thailand.

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As Thailand prepares to enter a new era of tourism, the Thailand Tourism Forum (TTF) 2026 will be held on January 22, and opens registration for what promises to be its most compelling edition yet. Marking its 15th year, the nation’s largest and most influential hospitality event returns on January 22, 2026 at The Athenee Hotel, Bangkok, bringing together the industry’s sharpest thinkers, disruptors, and decision-makers. TTF is organized by C9 Hotelworks and part of the C9 Sessions series. Over 1,000 attendees are expected at the event. 

This year’s theme, “A World of Change,” sets the tone for an afternoon designed to challenge assumptions and equip the industry with forward-looking insights. At a time when global tourism patterns are shifting and Thailand’s visitor landscape is diversifying, TTF 2026 offers an unfiltered view of the market forces shaping the next decade.

The program opens with the BRAC prequel—an energetic dive into how food, beverage, design, and technology are rewriting Thai consumer culture. From the fight for culinary identity to the reinvention of food delivery and the rise of “third spaces,” BRAC sets the stage for a larger discussion on experience-driven hospitality.

The main forum moves quickly into the realities of hotel investment, the complexities of Thailand’s evolving accommodation landscape, and the tension between lifestyle and legacy brands. Speakers from STR, QUO, Horwath HTL, JLL, Delivering Asia,  Central Pattana, Marriott International, and other major players will decode data, unpack new ownership models, and confront the challenges of resilience in an era where operational vulnerability can no longer be ignored.

Sustainability, a recurring thread, returns with deeper urgency—shifting beyond compliance to become a strategic imperative for long-term value creation. The afternoon concludes with networking cocktails hosted by Marriott International and The Athenee Hotel, offering a rare opportunity for high-level conversations in an informal setting.

With Thailand’s tourism sector at a pivotal moment, TTF 2026 stands as the industry’s annual reset—fast, focused, and unapologetically relevant.

Registration is now open, and seats are expected to fill quickly. 

2026 Event Schedule and Program

2 pm onwards Registration Open
3 to 3:50 pm Prequel - Bars, Restaurants and Concepts (BRAC)

Thai Food Fight: Street Food vs Traditional vs Contemporary Thai

Supaksorn “Ice” Jongsiri, Chef and Owner of Sorn, 3 Michelin Star Restaurant, Bangkok
Samantha Proyrungtong, Director of Extrovert Marketing Consulting/
Food and Travel Blogger/Founder of Vivin Grocery

Light, Sound, Music and Mood: Getting Past the Plate

Eva Lin, Design Director, AvroKO
Patricia Ho Douven, Founder, White Jacket

Back Inside the Box: The Evolution of Food Delivery

Alexander Felde, Co-Founder & CEO, N-Infinite, Former Co-Founder foodpanda

The Third Space: Beyond Bars and Restaurants

Rohit Sachdev, CEO, Soho Hospitality
Sumi Soorian, Founder, Mrs B Group – Restaurant & Bar Consultant

Numbers Don’t Lie: Building Success with Data, Not Hype

Charlotte Whalley, Founder, Director of Strategy & Commercial Insights, Table 12 Consultancy

Co-Hosts
Sumi Soorian, Founder, Mrs B Group – Restaurant & Bar Consultant
Rohit Sachdev, CEO, Soho Hospitality

4 to 6 pm Main Event - Thailand Tourism Forum 2026

The Nexus of Thailand

Bill Barnett, Managing Director, C9 Hotelworks
Paul Keen, Human Being

Investing in a New Tourism Future

Phoom Chirathivat, Head of Hotels and Alternative Investments, Central Pattana (CPN)
David Johnson (Moderator), CEO, Delivering Asia

So You’ve Got the Data, Now What?

Jesper Palmqvist, Regional Vice President Asia Pacific, STR
Sanjog Modgil, Head of Overseas Hotels, TCC Land International

Partners in Progress: Reimagining the Owner–Operator Dynamic

Saharat (Sears) Jivavisitnont, Executive Director, Jee Teng Hospitality
Brad Edman, Market Vice President – Thailand, Cambodia and Myanmar Marriott International

Decoding Thailand’s Hotel Landscape

Orn Yomchinda, Executive Vice President, JLL Hotels & Hospitality Group
Chanavudh Vanachaivong, Senior Vice President, JLL Hotels & Hospitality Group

New World, New Rules: Why Thailand’s Legacy Brands Can’t Stand Still

David Keen, Founder and CEO, QUO

New Dimensions in Hotel Ownership

Prab Thakral, President and Group CEO, Boutique Corporation PCL
Leanne Reddie, Chief Commercial Officer, Global Asset Solutions
Pitinut Robbins, Senior Director Hotel Development – Asia Pacific, Marriott International
Matt Gebbie (Moderator), Director - Pacific Asia, Horwath HTL

The Hotels That Won't Be Standing: Why Resilience Is No Longer Optional?

Armelle Le Bihan, Founder and Director, Green Building Consulting & Engineering
Sustainability as Strategy: Charting the Next Chapter
Eric Ricaurte, Founder and CEO, Greenview

Host: Viona Zhang, Deputy Managing Director, C9 Hotelworks

6 pm onwards: Networking Cocktails – with compliments of Marriott International and

Venue: The Athenee Hotel, a Luxury Collection Hotel, Bangkok

Organizer: C9 Hotelworks Hospitality Consulting Group
Host Event Partner: Marriott International
Event Partners: Horwath HTL, STR, JLL Hotels and Hospitality Group, QUO, Delivering Asia, AMCHAM Thailand, Phuket Hotels Association
Media Partner: Travel Daily Media