By Paul Poole
The origins of this rivalry trace 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 on Jan 15-18. 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 competition. 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-net-worth individuals, charter operators, and the global marine trade ‒ they offer 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.
It is important to disclose that Paul Poole (South East Asia) Co., Ltd. – The Sponsorship Experts is commercially involved with the Thailand International Boat Show, providing sponsorship and brand partnership marketing representation. We do not, however, represent the Thailand Boat Festival, and although a vocal advocate of just one boat show on Phuket, maintain a professional respect for all stakeholders contributing to the industry’s growth.
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 coexist 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.
Founded in 2004 by veteran international marketing consultant Paul Poole, Paul Poole (South East Asia) Co Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
The consultancy has packaged, sold and managed sponsorship and partnership opportunities for several of Southeast Asia’s leading yachting events and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise. Website: www.paulpoole.co.th Email: info@paulpoole.co.th