AWC Targets Premium Tourism Market, Acquires Blue Ocean Dome from Osaka Expo to Launch World-Class Attraction at Asiatique The Riverfront by Year-End

Asset World Corp (AWC) is pushing forward with its 'Quality Tourism' strategy to elevate Thai tourism toward the premium market, highlighting its strengths in safety, international standards, and authentic Thai experiences. The company is committed to continuous investment, allocating over 8 billion baht to develop a new riverside landmark through the acquisition of the Blue Ocean Dome from the 2025 World Expo in Osaka, Japan. This 1,600-square-meter facility will open at Asiatique The Riverfront as a world-class attraction by late this year.

Vallabha Trisorn, AWC's President and Chief Executive Officer, outlined the company's 'Boost the Quality' strategy aimed at elevating Thai tourism standards to meet the evolving needs of high-value travelers who prioritize safety, international standards, and unique experiences. Despite global economic uncertainties, Thailand remains a key tourism destination, particularly for international conferences, seminars, and events, thanks to its strengths in safety, service quality, and distinctive cultural offerings.

AWC is focused on attracting quality travelers to Thailand while upgrading its assets and projects to cater to the premium market, especially the ultra-luxury and experience tourism segments that value experiences over accommodation alone. However, the company acknowledges that global tourism faces pressure from countries promoting domestic tourism, particularly India, a key Thai market, requiring operators to continuously adjust marketing strategies and expand their customer base.

Despite these challenges, AWC's performance exceeds targets in both customer volume and revenue growth, with the company optimistic about setting new records this year, though it continues to monitor global economic conditions closely. For 2026, AWC expects the second and third quarters to be low seasons by nature, but advance booking pace remains solid, particularly from the U.S. market and Thai domestic travelers.

Chinese tourist arrivals are growing at approximately 33%, while Thai domestic tourism has surged 36%, reflecting increased domestic travel behavior. Though some European markets like the UK and Germany are slowing, French tourists are partially compensating for the decline. AWC currently operates 24 hotels in its investment pipeline with a total portfolio of 58 projects, of which 27 are undergoing value enhancement studies through market repositioning to increase room rates, attract high-purchasing-power customers, and boost long-term asset returns.

The company's key strategy going forward is creating distinctive 'Lifestyle Destinations' unique to each location, rather than developing standard real estate projects. These will integrate cultural and artistic experiences, wellness and health services, sports, and entertainment. One major project is Pattaya Asiatique, which AWC is developing into an Active Wellness Lifestyle Destination to position Pattaya as a premier wellness tourism city.