With the premiere of Prolight + Sound Bangkok from September 30 to October 2, 2026, the brand is expanding its international portfolio to include a strategically important location in Southeast Asia. The venue is the Bangkok International Trade & Exhibition Centre, or BITEC for short – one of the leading trade fair and convention centers in the region.
The location offers ideal infrastructural, logistical and strategic market conditions for the event and entertainment technology industry.
Why BITEC? Location advantages in the heart of Southeast Asia
Bangkok is the economic and logistical hub of the ASEAN region with a catchment area of over 670 million people. The Bangkok International Trade & Exhibition Center is located in the Bang Na district and is directly connected to the BTS Skytrain station “Bang Na”. The journey from Suvarnabhumi International Airport takes around 30 minutes.
The Thai capital is one of the world’s leading MICE destinations. In 2024, Bangkok took seventh place in the global ranking for meetings, incentives, conferences and exhibitions and first place within the ASEAN countries. More than 35 million international visitors underline the global appeal of the metropolis.
Visa-free entry and visa-on-arrival regulations also facilitate international participation in trade fairs.
Infrastructure for professional event and AV technology
BITEC was opened in 1997 and has been expanded several times since then. Today, the site comprises around 70,000 square meters of exhibition space with flexible hall and conference areas.
For a trade fair like Prolight + Sound Bangkok, the following features are particularly important:
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Column-free halls with high ceilings for complex rigging structures
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High floor load capacity for heavy stage and audio equipment
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Efficient power supply and fiber optic infrastructure
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Spacious delivery zones for efficient logistics
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Flexible room layouts for showcases, conferences and product demos
The functional architecture was designed from the outset with international industry and technology trade fairs in mind. BITEC thus offers optimal conditions for professional audio, lighting, LED, staging and AV solutions.
Part of a global event & entertainment network
Prolight + Sound Bangkok is organized by Messe Frankfurt in partnership with VNU Exhibitions Asia Pacific organized by Messe Frankfurt in partnership with VNU Exhibitions Asia Pacific. It complements Messe Frankfurt’s global Event & Entertainment Technologies portfolio, which also includes Prolight + Sound Guangzhou. The strategic focus in Southeast Asia has already been strengthened in the run-up to the event through the cooperation with AVLIAS in Singapore, which has further deepened the regional alliance within the ASEAN community.
Wolfgang Marzin, President and CEO of Messe Frankfurt, describes the Bangkok edition as a natural extension of the brand to Southeast Asia. The aim is to combine global innovative strength with a market that is facing a phase of accelerated growth.
Richard Li, Executive Director of Messe Frankfurt Hong Kong, emphasizes the efficient market development for international suppliers. The new platform enables brand building, channel development and concrete business deals in the ASEAN region.
Justin Pau, CEO of VNU Exhibitions Asia Pacific, emphasizes the regional market knowledge and the established buyer network as success factors for a sustainable development of the trade fair.
Thailand as a growth market for Pro AV and entertainment
The decision to locate BITEC is closely linked to the dynamic development of the Thai market.
Thailand invests specifically in:
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Tourism and international festivals
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Creative industries and soft power
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Night-time economy and hospitality
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Digital infrastructure and smart venues
Major events such as Electric Daisy Carnival and Tomorrowland are planning activities in Thailand. Iconic venues such as ICONSIAM and Phuket Carnival Magic are examples of increasing investment in integrated audio, lighting and display solutions. Traditional major events such as Songkran are also driving demand for professional event technology.
Government initiatives such as Thailand 4.0 and the Creative Economy Plan also promote innovation and technology adoption.
Product segments with a clear market fit
Prolight + Sound Bangkok specifically addresses the needs of the Southeast Asian market. The core areas include:
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Professional audio technology
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Conference and AV systems
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Professional lighting technology
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Stage and rigging technology
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LED and display technology
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Musical instruments and related products
This segmentation reflects the requirements of festivals, concert productions, hospitality projects, corporate AV, cultural attractions and entertainment installations.
BITEC as a platform for market entry and expansion
As an integrated business and event campus, BITEC not only offers exhibition space, but also a complete ecosystem of conference areas, catering, office space and digital infrastructure.
This means for international manufacturers and system integrators:
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Access to qualified buyers from ASEAN
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High international visibility
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Efficient logistics and short distances
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Professional trade fair organization on a global level
The combination of the global brand strength of Prolight + Sound, the regional market expertise of VNU Exhibitions Asia Pacific and the infrastructural capabilities of BITEC creates a resilient foundation for sustainable industry growth.
A location with a strategic signal effect
With the Bangkok International Trade & Exhibition Centre, Prolight + Sound Bangkok has chosen a location that is convincing in terms of infrastructure, logistics and market strategy. BITEC stands for international trade fair experience, modern hall architecture and a clear focus on technology-driven industries.
This will create a new central meeting place for the event and entertainment technology industry in the ASEAN region. The premiere in 2026 not only marks the introduction of a new trade fair format, but also the targeted positioning of Prolight + Sound as a global platform in one of the world’s fastest-growing markets.
