At the recently concluded IMEX Frankfurt, the Thailand Convention and Exhibition Bureau (TCEB) unveiled a new direction, performance in sustainability and potential of innovation of the Thai MICE industry. This includes new product development for the European market.
Per Chiruit Isarangkun Na Ayuthaya, TCEB president, the aim is to forge collaborations between the Thai MICE industry and other industries, such as food security, health tech, urban mobility and creative soft power. As a result, MICE can serve as a platform to advance the growth and development of these industries, further strengthening the Thai economy by creating new business opportunities in Thailand for overseas markets. “The new direction of Thai MICE industry is partly in response to the government’s vision ‘IGNITE Thailand’ which aims to position Thailand as a hub of eight industries—tourism, medical and wellness, agriculture and food, aviation, logistics, future mobility, digital economy and finance,” he said.
TCEB will also focus on the decarbonization of events. Sustainability and innovation are two key pillars in TCEB’s action plan to drive the Thai MICE industry towards more international competitiveness. These are the areas where TCEB has been working in collaboration with key stakeholders, according to the TCEB president.
To keep abreast of the evolving needs of the European market, TCEB will feature product development and ideas for experience design, maximizing the diversity of the country’s MICE cities and potential destinations. New venues, meeting spaces and attractions will be part of the agenda.
A total of 36 Thai exhibitors attended IMEX Frankfurt 2024 at Thailand Pavilion from May 14 to 16. The delegation consisted of 20 hotels/resorts, 11 DMCs/organizers, two venues, one airline, one association and TCEB, a national CVB. These exhibitors were from Bangkok, Phuket, Pattaya and Phang-nga (Khao Lak).
For more information, visit www.businesseventsthailand.com.
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