ES. Could you share your journey into the exhibition and events industry, and what key experiences have shaped your leadership approach over the years?
Panittha Buri. My professional journey began much earlier than I realised through our family business, which introduced me to the exhibitions industry at a very young age. Looking back, my parents were quietly grooming me without making it obvious. School holidays were often spent roaming around offices, sitting in meetings & attending networking or industry functions rather than having a typical break. At the time, it simply felt like helping out, but those early exposures became invaluable learning experiences.
I was raised with the mindset of earning opportunities rather than expecting them. Internships & hands-on involvement became a natural part of growing up & achievement was never about rewards but about surpassing goals — often competing with myself more than anyone else. That foundation instilled discipline, resilience & accountability early on. Working within the exhibitions industry exposed me to its true essence — bringing people, ideas & industries together. Managing complex projects & engaging with diverse stakeholders over the years has shaped my leadership approach, teaching me the importance of adaptability, collaboration & listening.
I approach everything I do with passion & strong attention to detail, which often leads me toward challenging assignments. Those experiences have ultimately shaped my leadership philosophy today: leadership is less about position & more about responsibility, trust & the ability to bring people together to achieve shared outcomes.
ES. How does your extensive experience in the Thai and Asia Pacific exhibition markets influence your vision for the global exhibition industry?
Panittha Buri. Working across Thailand & the Asia Pacific region — together with extensive international travel — has shaped how I view the exhibitions industry today. Exposure beyond our own sector is equally important, as fresh perspectives often come from observing how different industries, cultures & markets operate. It broadens horizons & constantly challenges the way we think. To truly understand exhibitions, you need to understand the entire ecosystem — organisers, venues, partners, suppliers, governments & ultimately the customers we serve. Staying close to stakeholders & building genuine relationships allows insights to develop & more importantly, insights that can be shared across regions.
My mind rarely stops asking how we can do more — how we can serve our clients better & become stronger partners to one another. Of course, none of this happens alone. Building strong teams & empowering people at every level is essential, because progress in our industry has always been a collective effort. After all, exhibitions are built on connection — and often the best ideas come from listening carefully, learning continuously & occasionally stepping outside our own familiar world.
ES. With the UFI Asia-Pacific Conference 2026 returning to Bangkok, what excites you most about this event and its significance for the region?
Panittha Buri. It’s the largest and most important exhibition industry event in Asia.
This is the third time it’s been held in Thailand, first in 2011 in Bangkok and then in 2016 in Chiang Mai, so we’re very excited to host this event again. Thailand is the only country that has hosted the UFI Asia-Pacific Conference three times! It’s a real honour. Right now, the ASEAN market is driving much of the growth of exhibitions in Asia, so we’re excited to facilitate new growth opportunities for the industry.
ES. What themes or industry challenges will be addressed at the conference, particularly in relation to post-pandemic recovery, sustainability, and digital transformation?
Panittha Buri. Of course, we’ll be looking at AI and digging into case studies about how exhibitions can really benefit from it. We have sessions on high growth markets such as Indonesia and India. We also have multiple sessions on China, which because of its size, it affects the performance of events around the region.
And we’ll also be looking at live commerce. This is a new trend which adds excitement and energy, and it potentially creates an incremental revenue source for exhibitions.
ES. How do you envision the evolution of the exhibition industry over the next 5 years, particularly in Asia-Pacific, and what role will UFI play in shaping its future?
Panittha Buri. Now is a time of change in our industry, with technology such as AI reshaping how we organise events, next-generation leaders reshaping and re-imagining our events, as well as the growing importance of sustainability. This makes UFI more important than ever as a community and a platform where we can exchange ideas and learn from each other.
