The Thailand Convention and Exhibition Bureau (TCEB) has launched a five-year action plan to promote Thailand as a leading destination for MICE (meetings, incentives, conventions, and exhibitions) on the global stage. With the tourism industry starting to rebound, the TCEB’s “TCEB Go” strategy will leverage innovation and sustainability to revitalize the country’s economy through the MICE industry. Along with the “Thailand MICE to Meet You Year 2023” campaign, the five-year plan will foster closer collaboration between local and international organizations to position Thailand as the go-to destination for MICE events.
The five-year plan is made up of five key themes: “T” for Thailand as a global MICE leader, “C” for creating destination competitiveness through diverse local identities, “E” for executing innovative MICE solutions, “B” for building an agile and high-performance organization, and “Go” for achieving MICE sustainability.
Under the “T” theme, the TCEB aims to attract high-profile international events, such as the International Horticultural Expo 2026 in Udon Thani, while bidding for events under the One Ministry, One Convention framework. The TCEB is also working with the Ministry of Finance to bid for the Annual Meetings of the International Monetary Fund and the World Bank Group 2026 and is spearheading the bids for the International Horticultural Exposition 2029 in Nakhon Ratchasima and Expo 2028 Phuket Thailand. The TCEB will also expand its marketing activities in new regions and markets, including Israel, the UAE, and Kazakhstan, while still maintaining its focus on core Asia-Pacific markets such as the CLMV countries, India, Malaysia, Indonesia, Korea, Japan, and China, followed by North America and Europe.
Under the “C” theme, the TCEB aims to deepen collaboration with local communities and networks to promote unique cultural identities and localised experiences for MICE groups. The TCEB is developing a series of 7 Magnificent MICE Routes and adapting local products and services as souvenirs, snacks, or gifts under the Product MICE Premium. The TCEB is also upgrading local festivals, such as the Phuket Vegetarian Festival and the Khon Kaen International Silk Festival, to national and international prominence, while developing new MICE destinations throughout Thailand.
Under the “E” theme, the TCEB will foster digital skills and innovation in MICE services through the MICE Intelligence Center and Thailand MICE One Stop Service, as well as through the MICE Winnovation project, which incubates innovative solutions for industry challenges.
Under the “B” theme, the TCEB will transform itself into an agile and high-performing organization through the AAA strategy, which includes the alignment of work processes, agile work practices, and agenda-based project orientation. The TCEB will prioritize staff professional and personal development while instilling an ethic-based corporate culture.
Under the “Go” theme, the TCEB is committed to promoting sustainability and environmental responsibility in the MICE industry. The TCEB will support destinations in obtaining international sustainability certification and help MICE organizers achieve the ISO 20121 certification. The TCEB will also enhance support for carbon-neutral events and certify MICE professionals under the Thailand Sustainable Event Management Standard.
Overall, the TCEB’s five-year plan seeks to promote Thailand’s MICE industry by attracting high-profile international events, deepening collaboration with local communities and networks, fostering digital skills and innovation, transforming itself into an agile and high-performing organization, and promoting sustainability and environmental responsibility in the MICE industry.
Written by: Supaporn Pholrach (Joom)