Connecting Vision with Action: The Future of Sustainable Exhibitions
ES. What are the key milestones and defining moments in your career that have shaped your leadership approach at Bhiraj Buri Group particularly with BITEC?
Panittha Buri. Over the course of my career with Bhiraj Buri Group, several key milestones have significantly shaped my leadership approach and professional outlook.
1. Early exposure of the Exhibition Industry was through heading Marketing & Sales at BITEC. Being Thailand’s first purpose built back in 1997 gave many strategic reasons why it is one of the most sought after venues in Asean region. Many initiatives such as branding and international marketing were executed to set the basic foundation of a well designed product. These factors contributed to BITEC securing the largest market share for Trade Exhibitions in Thailand. Many long strings of events included International conferences, High profile Consumer fairs, Corporate functions and many notable Live events throughout the years.
2. Leading through Transformation and Growth was also another milestone under People Management Initiatives. Guiding diverse teams through change reinforced my belief in transparent communication, empowerment, and managing complex projects that involved cross-functional collaboration as core leadership principles. It showed me that clarity of purpose and trust are key to sustaining morale and performance during times of rapid growth. The small wins taught me the importance of long-term vision, stakeholder alignment throughout the Transformation journey.
3. Large scale development project – it was the expansion of BITEC phase II along with the integration of the area becoming fully Mixed used property, with Grade A office tower, retail facilities & the extension of Food & Beverage arms. It was not just the project management itself of the facilities in time management, but also the necessity to plan for the team to support the expansion of the facilities. Things that we would have to reimagined the service and customer experiences. I learned that strong leadership means balancing business objectives with social and environmental responsibility.
4. Navigating challenges and uncertainty – The challenges brought by events like the global pandemic tested our resilience as a Group but particularly for us the venue owner and its related business. Supporting our teams, ensuring business continuity and maintaining stakeholder confidence reminded me that effective leadership is rooted in empathy, agility and decisive action. Planning for our plans was unimaginable due to external limitations. Initial re-skills and up-skills were something we could do in short term period. Taking the team to the next transformation was a matter of visioning what would our clients require, how would the visitors/delegates behaviour shift, but most importantly how well can we maintain our service levels with the new tighten team.
ES. As Vice-Chairperson of Bhiraj Buri Group and incoming President of UFI, how do you see your role influencing the global exhibition industry’s future?
Panittha Buri. Chairperson of Bhiraj Buri Group and the incoming President of UFI, I see my role as helping to guide our industry through its next phase of growth and transformation. The exhibition industry is evolving quickly – shaped by innovative, technology and a renewed sense of purpose around sustainability and inclusivity. My focus is on connecting people, ideas and regions to ensure that we move forward together, sharing knowledge and best practise across global community.
This year marks a historic milestone – UFI’s 100 anniversary as the global association for the exhibition industry. Over the past century, UFI has built a strong foundation of trust, collaboration and leadership. I feel deeply honoured and equally responsible to carry that legacy forward and help define what UFI will represent in its next 100 years. For me, this means continuation to strengthen our global network, driving innovations and ensuring that exhibitions remain a powerful for connections, creativity and economic growth – not just for today but for generations to come.
ES. What are the biggest challenges currently facing the global exhibition sector, and how can UFI help address them?
Panittha Buri. The global exhibition industry is enveloping faster than ever and with that comes both challenges and opportunity. We are navigating digital transformation, shifting global dynamics, sustainable commitments and the ongoing need to attract and empower new talent. Yet at its core, our industry’s greatest strength remains the same – the power of human connection. Innovation gives us new ways to connect, but our purpose gives us direction. That’s why i believe we must all be purpose driven. There are no quick win wins- meaningful progress takes time, consistency and collective effort. But what matters most is we start now.
This is where UFI’s leadership truly makes a difference – by bringing our global community together to collaborate, learn and take real action. Where it’s through initiatives like New Zero Carbon Events, global research or nurturing into the next generation of leaders. UFI helps us turn vision into measurable impact. If we stay united, focused and driven by purpose, our industry’s greatest strength will continue to thrive – not only as an engine for business but as a global force for connection, creativity and possibly change.
ES. How do you balance driving innovation and maintaining traditional exhibition value? What message would you like to send to young professionals aspiring to build careers in the exhibitions and events industry?
Panittha Buri. Innovation gives us speed and reach, but tradition gives us soul. The exhibition industry is special because its built on passion, creativity and connection – and that’s something that is timeless. What mattered most is keeping that human spark alive while exploring everything new that technology has to offer. To young professionals: believe in what you do and enjoy the journey. Be kind, be curious and don’t be afraid to stand out. This is an industry where every idea, every voice and every smile matters. Keep learning, keep laughing and remember – the best part of this business is the people you meet along the way!
