Thailand Convention and Exhibition Bureau (TCEB) marked its presence at IMEX Frankfurt 2025 with the debut of an initiative “Meet in Thailand: Your Success, Your Moment,” intended to generate higher value for events. The announcement was made during TCEB press conference led by Puripan Bunnag, senior vice president of TCEB.
Bunnag said: “TCEB is always dedicated to making offerings that meet shifting demands of the business world, so that holding events in Thailand can deliver higher value, better return on investment and greater return on experiences. After working in partnership with our stakeholders to overcome economic challenges, we have finally crafted ‘Meet in Thailand, Your Success, Your Moment,’ entailing '3M' elements—MaxiMICE, Meaningful, Memorable—offering upgraded resources and new ingredients in Thailand that will give a definition of events in a new light.”
The “3M” strategy includes:
- MaxiIMICE – This idea is to invite clients to explore and maximize new development of products and services or enhanced and upgraded offerings in Thailand. These range from enhanced accessibility due to increased flights, more host cities, new investment in properties, more unconventional venues, a larger pool of qualified MICE manpower and standard-certified enterprises, and a range of localized experiences supported by the government.
- Meaningful – This idea is partly derived from TCEB’s policy to advance the performance of the MICE industry under the framework of environmental, social and governance (ESG). It aims to design a range of purposeful events with measurable impacts. Spotlighting on sustainability, Thailand has developed low carbon MICE routes, MICE suppliers certified with sustainable event management, professional bodies in designing, auditing and verifying sustainable performance of events. Furthermore, there are choices of activities designed to involve and benefit local communities in every "MICE city" and other potential destinations across the country.
- Memorable – With an extensive network of stakeholders in the creative sector, event designers, local communities keen in the MICE industry and tech entrepreneurs, Thailand can help clients design a range of the events with cultural immersion, business and leisure, tech-driven execution, contribution to local communities, plus a sense of human touch that will create long-lasting memories.
Besides the "3M" initiative, TCEB also presented key updates on Thailand’s MICE landscape: 15 events from associations and corporations in Europe and the U.K. will take place in Thailand; all eight major convention and exhibition centers in Bangkok and its suburb will be connected directly with BTS Sky Train and MRT Underground Train by July this year; Air France will launch direct flights between Paris and Phuket in November 2025; and TCEB will support schemes for business events and festivals.
Furthermore, 2026 will mark MICE Celebration Year in Thailand. The destination will host several events, including the International Horticultural Exposition 2026 (Udon Thani Expo), World Congress on Pain, Annual Meeting of the World Bank Group and International Monetary Fund, the Global Sustainable Tourism Conference and the UFI Asia-Pacific Conference.
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