Macau-based casino operator Melco Resorts & Entertainment has taken significant steps toward entering Thailand’s entertainment and gaming sector. The company has established a new office in Bangkok as it explores potential opportunities in the country. This development coincides with Melco’s collaboration with the Thailand Creative Culture Agency (THACCA) to amplify Thailand’s position as a global leader in soft power.

Lawrence Ho, Chairman and CEO of Melco Resorts, described Thailand as a “generational opportunity” due to its flourishing tourism industry and vibrant cultural heritage. During a recent media event, Ho confirmed that Melco aims to develop an integrated resort in Thailand, contingent on clarity from the Thai government regarding regulations and investment frameworks. Potential locations for these projects include major hubs such as Bangkok and Phuket, which Ho sees as having exceptional potential for large-scale entertainment complexes.

While Thailand is in the process of drafting legislation to legalize casino operations, industry analysts estimate the market could eventually generate annual revenues of $15 billion. However, Melco has indicated that meaningful investments will depend on regulatory certainty. “Anybody would be interested in such an amazing opportunity,” Ho noted in a prior statement.

Building Soft Power Excellence

Melco’s Bangkok office is also pivotal in its partnership with THACCA, focusing on elevating Thailand’s creative and cultural industries. The collaboration will debut with an event series titled “Global Soft Power Talks,” launching on February 24, according to the Bangkok Post. This initiative will bring together global leaders and Thai visionaries to discuss strategies for strengthening Thailand’s global identity.

The inaugural event will feature keynote addresses from Prime Minister Paetongtarn Shinawatra and Michelin-starred chef Alain Ducasse, along with presentations from industry experts like Mathieu Lehanneur, the designer of the Paris 2024 Olympic torch. The event underscores Melco’s commitment to combining luxury, culture, and creativity to create transformative experiences.

Empowering Thai Talent

As part of its partnership with THACCA, Melco is sponsoring a three-month intensive training program for five Thai participants. These individuals will collaborate with global experts in fields such as architecture, branding, performing arts, and gastronomy. Training will take place in creative hubs across the US, UK, Italy, France, and Macau. This initiative aims to equip Thai talent with advanced skills and international insights, fostering future leaders in the creative sector.

According to Dr. Surapong Suebwonglee, Chairperson of the National Soft Power Development Committee, these efforts align with Thailand’s strategy to boost its global competitiveness. “Our partnership with Melco empowers us to amplify Thailand’s identity and cultural assets, ensuring our creative industries are recognized and celebrated worldwide,” he said.

Although there is no definitive timeline for the establishment of casino resorts in Thailand, Melco’s proactive measures demonstrate its readiness to capitalize on emerging opportunities. The company’s track record in developing world-class resorts in locations such as Macau, Cyprus, and the Philippines positions it as a strong contender in Thailand’s anticipated gaming sector. As legislative progress continues, Melco remains poised to play a leading role in shaping Thailand’s integrated resort and entertainment landscape.