Boat show wars

For over 20 years, the island of Phuket has been a battleground for Thailand’s boat shows, with various organisers competing to host Southeast Asia’s most influential yachting showcase. Along with the region’s marine tourisem development, the stakes have risen, with rival exhibitions vying for industry leadership, audience attention, and exhibitor support. The result is a fascinating and occasionally fractious chapter in Thailand’s maritime history, often referred to by insiders as the ‘Phuket boat show wars.’

The origins of this rivalry can be traced back to the early 2000s, when Phuket began positioning itself as the yachting hub of Asia. Events like the Phuket International Marine Expo (PIMEX) established a strong regional presence, attracting local and international boat builders, marine equipment suppliers, luxury lifestyle brands, and affluent consumers. Over the years, as organisers changed and the market matured, the scene saw the emergence of competing shows, overlapping dates, shifting venues, and diverging visions.

Fast forward to 2026, and the stage is set once again for two rival events to go head-to-head from the 15th to the 18th of January. The Thailand International Boat Show (TIBS), scheduled to take place at Phuket Yacht Haven, and the Thailand Boat Festival (TBF), planned for Phuket Boat Lagoon, represent the latest iteration of this ongoing ‘war’. Both events are expected to feature global and regional marine exhibitors, luxury lifestyle offerings, and comprehensive on-water and land-based programming.

While both shows share similar ambitions – to showcase the best of the yachting lifestyle and attract high-networth individuals, charter operators and the global marine trade – they have distinct identities. TIBS leans into its legacy of offering a curated, international business-focused platform with an emphasis on sales, investment, luxury lifestyle, and regional development. Meanwhile, TBF aims to present a more festival-like market atmosphere, blending marine and lifestyle exhibitions, designed to appeal to domestic audiences.

This dual-show scenario reflects not only healthy competition but also the growing importance of the yachting and marine leisure industry in Thailand. With government support for marine tourism, improvements in marina infrastructure, and an expanding affluent consumer base in Asia, the market has room for innovation and diversity in how events are presented.

Ultimately, the presence of two major shows in 2026 may be seen as both a challenge and an opportunity. While it can fragment exhibitor and visitor resources, it also raises the bar for quality and creativity, encouraging organisers to differentiate and deliver greater value. Whether these shows co-exist harmoniously or escalate competition remains to be seen, but one thing is clear: Phuket’s boat show wars are far from over and the winners may ultimately be the marine industry and the boating community at large.

(Paul Poole (South East Asia) Co, Ltd – The Sponsorship Experts is commercially linked to the Thailand International Boat Show, providing sponsorship and brand partnership marketing representation. The agency does not, however, represent the Thailand Boat Festival, and although a vocal advocate of just one boat show on Phuket, maintains a professional respect for all stakeholders contributing to the industry’s growth.)   www.paulpoole.co.th / info@paulpoole.co.th