The Thailand Convention and Exhibition Bureau (TCEB) presented new directions and developments in the Thai MICE (meetings, incentives, conventions, exhibitions) industry at IMEX Frankfurt 2024. TCEB President Chiruit Isarangkun Na Ayuthaya announced that TCEB aims to build the Thai MICE industry into a platform to promote Thailand as a high-value destination. This includes working with future industries such as food safety, health tech, urban mobility and creative industries to boost Thailand’s economy and create new business opportunities.

Hub for eight industries

This new direction is in line with the government’s “IGNITE Thailand” vision, which aims to position Thailand as a hub for eight industries: tourism, medical and wellness, agriculture and food, aviation, logistics, future mobility, digital economy and finance.

TCEB highlighted the sustainability performance of the Thai MICE industry, focusing on decarbonising events and achieving measurable carbon offset results. In addition, TCEB presented the industry’s potential to drive innovation for national development and international cooperation.

Sustainability as a potential of innovation

Sustainability and innovation are key pillars in TCEB’s strategy to enhance the international competitiveness of the Thai MICE industry. TCEB works with key stakeholders to demonstrate the quantifiable impact of sustainability and the concrete potential of innovation.

To meet the evolving needs of the European market, TCEB presented new product developments and experience design ideas that highlight the diversity of Thailand’s MICE cities and potential destinations. This includes new venues, event spaces and attractions.