Thailand Powers Up to Attract Premium MICE Travellers with TCEB and TAT Collaboration

Cultural Performance

A Strategic Partnership to Strengthen Thailand’s MICE Industry

Thailand is taking bold steps to elevate its position as Asia’s premier MICE destination with the launch of the TAT x TCEB “Thailand Power Up” campaign, a dynamic collaboration between the Thailand Convention and Exhibition Bureau (TCEB) and the Tourism Authority of Thailand (TAT). Running from October 2025 to July 2026, this initiative introduces new support measures and incentives designed to attract premium meeting and incentive travel organisers from both long-haul and short-haul markets.

The campaign is expected to attract around 65,000 high-value travellers and generate approximately 4.29 billion baht (USD 132 million) in revenue. It reinforces Thailand’s reputation for delivering world-class business events, while supporting the nation’s broader goals for sustainable economic growth and creative industry development.

Driving MICE Growth Through Strategic Collaboration

Dr. Supawan Teerarat

The partnership between TCEB, led by President Dr. Supawan Teerarat, and TAT, led by Governor Ms. Thapanee Kiatphaibool, marks a new milestone in Thailand’s MICE evolution. The joint initiative was formalised following a joint press conference welcoming Amway Leadership Seminar – Bangkok 2026, which will bring more than 10,000 delegates from Amway China to the Thai capital in March and April 2026.

“The collaboration with TAT is one key strategy for TCEB in engaging related bodies within the travel industry to strengthen Thailand's MICE ecosystem,” said Dr. Supawan. “We aim to deliver measurable ROI and ROX – Return on Investment and Return on Experience – ensuring tangible business outcomes and exceptional participant experiences. This powerful partnership not only supports events but also shapes a sustainable and globally competitive MICE ecosystem for Thailand.”

Incentives to Support Global MICE Organisers

Thai Hospitable Welcome

Under the “Thailand Power Up” campaign, organisers of eligible MICE events can access both financial and non-financial support. To qualify, events must include at least 100 participants from long-haul markets such as Europe, Africa, North America, South America, or Oceania, or 200 participants from short-haul markets including Asia, with a minimum stay of four nights in Thailand.

Eligible venues must be registered under Thai law or meet the Thailand MICE Venue Standard (TMVS). Support applications must be submitted at least 30 days before the event.

Non-financial support includes thoughtful touches designed to elevate the attendee experience—such as souvenirs from local communities, MICE Premium Lane Service on arrival, coordination with local authorities, and access to Thailand-themed performances and cultural experiences. These elements showcase Thailand’s signature hospitality and distinctive character.

Hosting inVOYAGE Global 2026 and Global Roadshows

Thai Cultural Experience

As part of their collaboration, TCEB and TAT will co-host inVOYAGE Global 2026, one of the world’s leading luxury incentive travel and events gatherings. Set to take place from 17 to 20 April 2026 at The Peninsula Bangkok, the event will welcome 200 to 300 senior MICE professionals – with 80% from the UK, EU and North America, and 20% from APAC, the Middle East, and Latin America.

The programme will include networking receptions, one-to-one business meetings, educational sessions, and immersive Thai experiences. This event will strengthen Thailand’s footprint in the global luxury MICE market, connecting local suppliers with international buyers and showcasing the country’s distinctive culture, experiences, and hospitality.

Complementing this, a series of global MICE roadshows will be held in 2026 across key markets including China, Taiwan, Korea, Germany, the UK, CIS, and Kazakhstan. These international events will connect Thai MICE operators with global buyers, fostering new business opportunities and reinforcing Thailand’s image as a destination of choice for high-end meetings and incentive programmes.

A Unified Vision for Sustainable Tourism and Business Events

“Thailand Power Up” campaign

Through the “Thailand Power Up” campaign, TCEB and TAT are setting a new standard in strategic destination marketing. The partnership not only promotes Thailand as a leader in the global MICE industry but also aligns with the country’s long-term vision for sustainable, experience-driven tourism.

As Dr. Supawan noted, “This collaboration will significantly elevate Thailand’s credibility in bidding for international events, winning the trust of global organisers, and generating lasting economic impact for the nation.”

For more information, contact TCEB at pr@tceb.or.th

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