Lim has been in the exhibition management industry for nearly 30 years (Photo: THAIFEX-HOREC Asia)
Options: You have been in the exhibition management industry for nearly 30 years. What drew you to the business and kept you interested in it for so long?
Wendy Lim: I was drawn to the industry because it is one of the few where strategy, commerce and people intersect in a very direct way. In exhibitions, you see the full value chain come together: manufacturers, distributors, buyers, regulators.
Done well, a trade platform can accelerate decisions and open markets. But if a show becomes routine, it loses value. We have to keep asking: Are we still solving real commercial needs? Are we attracting the right buyers? Are exhibitors seeing results? As long as those questions matter, the work remains meaningful.
Can you share some highlights from the upcoming THAIFEX-HOREC Asia 2026?
The 2026 edition is a clear step forward in scale and international depth, with a 30% increase in showspace from last year and more than 600 participating exhibitors. Global representation broadens to 35 countries and regions, with new markets such as Canada, Mexico and India joining established pavilions from Italy, China and Singapore.
Beyond numbers, the exhibition reflects broader industry priorities — sustainability-led solutions, energy efficiency, waste management and digital guest experiences are now embedded considerations, not peripheral themes. The event will reflect where hospitality investment and innovation are currently oriented.
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How will this year differ from past versions?
While earlier instalments primarily provided a sourcing platform, this year is built around one clear focus: execution. It integrates a stronger applied dimension. The Xperiential Zone, for example, is a live, role-based environment. It recreates front-of-house service, back-of-house workflows and chef-led operations to demonstrate how systems and equipment function in real conditions. Visitors will get to evaluate workflow integration, service efficiency and process coordination, rather than viewing products in isolation.
What activities should visitors not miss?
There will be more than 30 sessions led by 55 industry experts, covering topics such as smart procurement strategies, workforce transformation and future-proofing hotel performance. Meanwhile, the Workshop Zone offers hands-on sessions in bakery techniques, wellness cuisine, bartending and wine.
For coffee professionals and enthusiasts, the Asean Coffee Roasting Championship is a live regional competition culminating in a public cupping final on March 13; and the ACF Coffee Appreciation Protocol offers certification-based tasting workshops. Other notable events include the multi-day Thailand Ultimate Housekeeping Challenge and Scoop 500, one of Southeast Asia’s biggest ice cream festivals, featuring more than 500 flavours.
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What are some of the key hospitality trends you see shaping Southeast Asia at the moment?
The strongest shift we see is from talent- to system-led execution — especially execution that is repeatable. This means making sure the same dish comes out right during a lunch rush, a late dinner service or when a new team is on shift, mitigating inconsistent routines in the back-of-house, and maintaining high quality with growing volume. Across the showground, visitors will see a focus on innovations that reduce guesswork and uncertainty. People can therefore focus their time and judgement on service, leadership and their guests, instead of fixing inconsistencies on the ground.
Technological developments, especially artificial intelligence and digitisation, are other big topics. How are systems such as automated bartenders, robot concierges and digital assistants improving guest experience? Is there any fear of losing the human touch?
The fear of losing the human touch is understandable, but the point of technology adoption in hospitality is not to replace people — it’s to strengthen operational control and consistency.
For example, from Malaysia, Unox Asia will be presenting its SPEED.Compact Eco oven system, a high-efficiency cooking solution tailored to minimise energy consumption and optimise kitchen output in tight environments. By removing friction behind the scenes, staff have more capacity to deliver a meaningful guest experience.
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With preparations for Visit Malaysia 2026 having led to a surge in hotel investments and property refurbishments, what are some of the biggest changes you have seen in the local hospitality scene?
Malaysia’s infrastructure is undergoing an exciting turn — we’re witnessing not only growth in hotel investments, but also a targeted integration of smart technology and sustainability-forward experiences across hotels and hospitality facilities, as part of the government’s goal of achieving round-the-clock service automation in hospitality.
Another shift we are seeing is how the country is becoming more embedded in regional procurement networks — hotels across Asia are sourcing equipment, systems and supplies from Malaysia.
Since Visit Malaysia 2026 was announced, we’ve been seeing an acceleration of upgrades beyond just cosmetic refurbishment. There’s a concrete shift towards enhancing systems, including energy efficient kitchens, digital management tools, laundry infrastructure and F&B capabilities.
We’re looking forward to seeing how the 2026 campaign will unfold with even bolder and smarter initiatives!
On that note, what can Malaysian buyers and hoteliers stand to learn from attending THAIFEX-HOREC Asia 2026?
First, benchmarking. Seeing how regional and global players are upgrading provides a clear view of where the industry is heading. Second, procurement strategy. With suppliers from Asia-Pacific and beyond, buyers can compare solutions side by side, assess value and explore new sourcing partnerships all in one setting. Third, market signals. Through our academy sessions and industry discussions, they gain insight into cost management, technology adoption and evolving guest expectations. Understanding the direction of the regional market and positioning their businesses accordingly will help them stay competitive.
THAIFEX-HOREC Asia 2026 runs from March 11 to 13 at Impact Muang Thong Thani, Bangkok.
This article first appeared on March 9, 2026 in The Edge Malaysia.
