The six-week gathering will feature a curated Riverfront Living Circuit for delegates, blending wellness, culture, and local culinary experiences.
Thailand has clinched one of the region’s largest corporate incentive events, with Amway China set to bring over 10,000 delegates to Bangkok for its flagship Amway Leadership Seminar between 4 March and 13 April 2026.
The event is projected to generate more than 858 million baht (US$26 million) in direct revenue and create over 860 jobs across hospitality, catering, transport, and event services.
The six-week gathering comes as China and Thailand mark 50 years of diplomatic relations. Bangkok was also the site of the first Amway Leadership Seminar in 1997, making the 2026 edition a symbolic return.
Beyond business sessions, the 2026 programme will introduce delegates to the concept of “slow living” in Bangkok. Attendees will follow a specially curated “Riverfront Living Circuit,” blending wellness, cultural immersion, and local culinary experiences.
Activities will include meditation sessions, riverside explorations, guided tastings at iconic eateries, and wellness-focused luxury hotel stays.
Thailand Convention and Exhibition Bureau (TCEB) president Supawan Teerarat said:” This event will not only boost Thailand’s economy, but also inspire thousands of participants to rediscover Thailand in new ways.”
The event is the result of more than two years of collaboration between TCEB, Amway China, and other Thai partners.
Support includes tailored programme design, facilitation and coordination with government agencies and destination partners. Besides special measures to ensure secure transport within Bangkok, delegates will also enjoy MICE Lane service at Suvarnabhumi Airport, complete with fast-track immigration clearance and dedicated VIP arrival assistance.