Since the founding of APT Showfreight (Thailand) Co., Ltd. in 2008, the company has been driven by a vision to deliver outstanding freight and logistics services to organizers, exhibitors, and clients across the MICE industry. That commitment has made APT Showfreight one of the leading names in exhibition freight.
As an Exhibition Forwarder, APT Showfreight differs from a general freight forwarder in that it manages every stage of exhibition logistics. This covers document verification at origin, international transportation, customs clearance, and the handling of related duties and taxes. It also includes storage and delivery of goods to the booth, and the return shipment once the show has ended.
APT Showfreight operates 7 offices in China, as well as offices in Singapore, Hong Kong, and Vietnam. In countries where it has no office, the company works with a network of partner agents who are equally experienced in exhibition logistics, so that it can understand each client’s needs and deliver exactly what they expect. All of this is guided by its pledge: “We Offer Solutions and We Deliver Promises!”
Ready to Answer Every Question
“The strength of APT Showfreight is the experience of our team. Our management and supervisors have more than 30 years of experience in the exhibition logistics business, which allows us to advise, plan, and solve problems for our customers effectively,” said Mr. Hasanai Kongkaew, Deputy Managing Director of APT Showfreight (Thailand) Co., Ltd., describing the strengths of an organization that has grown alongside Thailand’s exhibition industry for many years. This long-accumulated expertise gives the team a thorough understanding of both customer needs and customs regulations and procedures, from preparing correct documentation and importing goods to the conditions and licenses required for different types of products.
Mr. Hasanai also revealed that overseas organizers often email the company before deciding to hold an event in Thailand, asking which products can be imported, which cannot, and which require permits and compliance with specific conditions. “We do our homework and try to help them as much as we can, because we want them to hold their events in Thailand to stimulate the country’s economy.”
Beyond professionalism, another thing that wins customers’ hearts is the company’s readiness to give advice. Mr. Hasanai believes that when everyone involved understands logistics better, work becomes more efficient and runs more smoothly.
Good Costs Begin with Good Planning
For exhibitions, “cost” cannot be separated from “planning,” because each mode of transport has its own advantages and limitations. In general, sea freight costs less but takes longer, while air freight is more expensive but saves considerably more time. The choice of transport method must therefore be based mainly on the time available and the nature of the goods.
Mr. Hasanai Kongkaew explains that if there is enough time to plan ahead, for example 1–2 months depending on the country of origin and shipping route, sea freight can be a good way to keep costs under control. Time can be managed so that goods arrive, clear customs, and are delivered to the show on schedule. At the same time, shipping too early is not always better, since additional storage fees may be incurred if the event has not yet started. However, if only a few days remain, air freight may be a necessity. Although it costs more, the most important thing is that the goods reach the show on time. Effective cost management therefore starts with planning the timeline properly from the beginning.
Customs Clearance Is Not an Afterthought: Plan from the Start
Besides choosing the right mode of transport, another key factor in time management for exhibitions is planning for customs clearance from the outset. Mr. Hasanai explains that Thai customs procedures involve many details and many agencies, and many products require specific permits. If importers do not do their homework or consult experts in advance, then even if the goods reach Thailand on time, having to apply for additional permits, some of which can take several weeks, may leave the goods stuck at the port, costing them the chance to be displayed at the show.
In addition, good planning must include appropriate buffer time based on the type of goods, the transport method, and the customs clearance process, to allow for unexpected delays in shipping or document inspection. In the exhibition business, a delay of even one day can mean total loss. Carefully combining transit time, customs clearance time, and buffer time is therefore the key to getting goods to the show on time, without ever being “too late.”
When Goods Arrive Late, but Customers’ Success Can’t Wait
From its experience in exhibition logistics, the challenges APT Showfreight faces are unexpected events and the uncertainty of transportation, especially when working against the event date. Mr. Hasanai recalled a case in which a customer chose to ship goods by sea, but weather delays pushed the vessel’s arrival in Thailand until after the show had ended. The plan had to be changed quickly: the customer decided to send the same shipment again by air. Although this increased costs, it was still better than leaving the booth empty, because the losses from an exhibition are not limited to the cost of the goods. They also include space rental, airfares, marketing plans, public relations, and all the other expenses already prepared.
When the air shipment arrived on the final day of setup, the pressure rose another notch. The APT Showfreight team formed a special task force to rush the receipt of documents, complete customs clearance, and deliver the goods to the show that same day, giving top priority to the most urgent jobs. “We know the customer wants to showcase their products, so we have to help them get there, whatever it takes,” Mr. Hasanai said proudly. In the end, the customer was able to open the booth as planned and sent a message of thanks. The feeling is more than simply completing a job; it is the joy of seeing customers succeed and take pleasure in the event they worked so hard to prepare. For APT Showfreight, being part of what keeps a customer’s event moving forward, even when circumstances are against them, is one of the proudest parts of the job.
Know the Products, Understand the Venue, Deliver with Precision
Success in exhibition freight does not end when goods reach their destination. It means ensuring they arrive safely and on time. APT Showfreight’s services cover everything from the overseas origin, through its agent network, to the show floor. The heart of the work begins with “understanding the nature of the goods,” because the products at exhibitions range from heavy machinery weighing tens of tons to high-value prototypes that may have no replacement if damaged. Every handling step must therefore be carried out with great care and experience to protect the goods from damage.
Beyond understanding the products, the other half of success is “understanding the venue,” whether it is BITEC, IMPACT, or the Queen Sirikit National Convention Center. Each venue has different requirements, including floor load capacity, loading door dimensions, access hours, use of lifting equipment, and coordination of setup schedules. It also involves sequencing the delivery of goods into each zone and managing equipment such as forklifts, handling crews, and on-site staff who understand the floor plan in detail, so that goods can be placed at the correct booth position accurately, smoothly, and safely.
Consult from the Moment You Start Thinking
Exhibitions have deadlines that cannot be moved, and many steps must be clear in advance. Mr. Hasanai therefore urges every exhibitor not to wait until shipping day to make contact, but to consult as soon as they start thinking about taking part in a show. For APT Showfreight, the role is not merely moving goods from one point to another. The company sees itself as part of its customers’ success. Because every exhibition has limited time and opportunity, good planning from the start matters most, and that is why the team is ready to give advice from the very day customers begin planning to participate.
