Thailand’s MICE Powerhouse: How TCEB is Shaping the Future of Global Business Events

Thailand at AIME 2026 

A Standout at AIME 2026

At AIME 2026 in Melbourne, the global business events community gathered to explore innovation, partnerships and destination excellence. Among the most impressive exhibitors was the Thailand Convention & Exhibition Bureau, whose professionalism and forward-thinking strategies left a lasting impression.

During the event, I met Nicole Tingey, Australian Representative for TCEB, based in Princes Hill, Victoria. The conversation highlighted the bureau’s dynamic approach to positioning Thailand as a leading global destination for meetings, incentives, conferences and exhibitions.

Your Gateway to Thailand’s MICE Industry

The Thailand Convention & Exhibition Bureau serves as the official gateway to Thailand’s thriving MICE sector. Established by Royal Decree in 2002, the government agency has been instrumental in promoting and developing the country’s business tourism industry.

Since 2004, TCEB has played a key role in establishing Thailand as one of Asia’s leading business events hubs. By connecting knowledge, skills and industry opportunities, the bureau is empowering the next generation of professionals while elevating Thailand’s global competitiveness.

Role, Duty and Strategic Vision

TCEB

TCEB’s core role is to attract international events, support organisers and enhance Thailand’s position in the global MICE market. The bureau provides comprehensive services including bid support, funding assistance, event marketing and logistical coordination.

Aligned with the government’s Thailand 4.0 economic policy, TCEB focuses on ten key industries to ensure the country remains future-ready and relevant to global trends. This strategic direction allows Thailand to host events that drive innovation, knowledge exchange and economic growth.

A Strong Organisation Driving Results

With a well-defined organisational structure, TCEB operates through specialised teams dedicated to meetings, incentives, conventions and exhibitions. These teams work collaboratively to deliver tailored solutions for event organisers, ensuring each program is executed seamlessly.

The bureau’s robust service support system and innovative approaches enable the co-creation of distinctive and impactful events. This commitment to excellence has positioned TCEB as a reliable partner for international planners seeking high-quality outcomes.

Global Partnerships and Industry Collaboration

TCEB

TCEB’s success is built on strong partnerships with government agencies, private sector stakeholders and international organisations. These collaborations enhance Thailand’s ability to deliver world-class events and provide access to a wide network of resources.

By working closely with industry partners, TCEB ensures that every event benefits from local expertise, cultural insight and operational efficiency.

Awards, Recognition and Global Impact

Over the years, TCEB has received numerous awards and accolades for its contributions to the MICE industry. These recognitions reflect the bureau’s dedication to service excellence, innovation and sustainable growth.

Its efforts have not only elevated Thailand’s reputation but also reinforced its status as a premier destination for global business events.

Innovation and the Future of MICE in Thailand

TCEB

TCEB continues to redefine the MICE landscape through innovation and forward-thinking initiatives. From integrating digital solutions to promoting sustainable event practices, the bureau is shaping the future of business tourism in Thailand.

Its focus on creating meaningful and engaging experiences ensures that events hosted in Thailand deliver lasting value for organisers, delegates and local communities.

Why Choose Thailand for Your Next Event

Thailand offers a compelling combination of world-class infrastructure, cultural richness and exceptional hospitality. Cities like Bangkok, Phuket and Chiang Mai provide diverse venues and experiences that cater to a wide range of business events.

With the support of TCEB, organisers can confidently plan and execute events that are seamless, innovative and memorable.

Plan Your Business Event in Thailand

For organisations seeking a trusted partner to deliver exceptional MICE experiences, the Thailand Convention & Exhibition Bureau stands ready to assist at every stage of the journey.

For more information, visit: https://www.tceb.or.th/en/
Nicole Tingey, Australian Representative, Thailand Convention & Exhibition Bureau, 107 Paterson Street, Princes Hill, Victoria, 3054 Australia. 

Email: Nicole@clockwiseconsulting.com.au

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Thailand Takes the Global Stage: Inside the Power of the Thailand Convention & Exhibition Bureau

Naga serpent statue and a white Buddha statue

A Strong Presence at AIME 2026

At AIME 2026 in Melbourne, the global business events industry came together to explore emerging destinations, partnerships and innovation. Among the most impressive exhibitors was the Thailand Convention & Exhibition Bureau, whose professionalism and strategic vision stood out.

During the event, I met Nathinee Chamchan (Nee), Senior Manager, Meetings and Incentives Department at the bureau. The discussion provided valuable insight into how Thailand continues to position itself as a leading destination for meetings, incentives, conferences and exhibitions.

What the Thailand Convention & Exhibition Bureau Does

The Thailand Convention & Exhibition Bureau, widely known as TCEB, is the official government agency responsible for promoting and developing Thailand’s MICE industry. Its role is to attract international business events, support organisers and enhance the country’s global competitiveness.

TCEB offers a comprehensive suite of services, including bid assistance, financial support, event marketing, logistical coordination and access to a strong network of local partners. By working closely with event planners, associations and corporate clients, the bureau ensures that events held in Thailand are seamless, successful and impactful.

Why Thailand is a Leading MICE Destination

Thailand has long been recognised for its hospitality, cultural richness and accessibility. In recent years, it has also emerged as a powerhouse in the global MICE sector, offering world-class infrastructure and diverse event experiences.

Cities such as Bangkok, Phuket and Chiang Mai provide a wide range of venues, from large-scale convention centres to boutique meeting spaces. Combined with excellent international connectivity and high-quality accommodation, these destinations cater to events of all sizes.

Tailored Support for Meetings and Incentives

One of TCEB’s key strengths is its focus on customised support for meetings and incentive travel. The bureau works closely with organisers to design programs that align with specific objectives, whether it is corporate engagement, team building or knowledge exchange.

From cultural experiences and gala events to unique off-site venues, Thailand offers countless opportunities to create memorable and impactful programs that go beyond traditional business events.

Innovation, Sustainability and Growth

Udon Thani

TCEB is committed to driving innovation within the MICE sector, embracing digital solutions and new event formats to meet evolving industry demands. Hybrid events, smart technology and enhanced delegate experiences are all part of Thailand’s forward-looking approach.thai

Sustainability is also a key priority, with initiatives that promote environmentally responsible practices, community engagement and long-term value creation. This ensures that events contribute positively to both the economy and local communities.

A Destination That Delivers More

Thailand’s appeal extends beyond its infrastructure. Delegates can experience world-renowned cuisine, vibrant culture, wellness retreats and stunning natural landscapes, making it an ideal destination for blending business with leisure.

This unique combination enhances the overall event experience, encouraging longer stays and deeper engagement with the destination.

A Lasting Impression on the Global Stage

The presence of the Thailand Convention & Exhibition Bureau at AIME 2026 reinforced its commitment to strengthening international partnerships and showcasing Thailand’s capabilities. Their professionalism and comprehensive offerings made a strong impression throughout the event.

Meeting Nathinee Chamchan highlighted the bureau’s dedication to excellence and its proactive approach to supporting the global business events community.

Plan Your Next Event in Thailand

For event planners seeking a destination that combines world-class facilities, exceptional service and unforgettable experiences, Thailand remains a top choice. With the support of the Thailand Convention & Exhibition Bureau, hosting a successful and memorable event has never been easier.

For more information, visit: https://www.tceb.or.th/en/

Nathinee Chamchan (Nee) Senior Manager, Meetings and Incentives Department, Thailand Convention & Exhibition Bureau. Email: nathinee_c@tceb.or.th

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Phuket to Host 3 Global Conferences of Universal Agendas

press conference hosted by (TCEB)

Phuket Strengthens Its Global MICE Profile in 2026

Phuket, Thailand’s iconic island destination, is set to elevate its global meetings and events reputation in 2026 by hosting three major international conferences that focus on sustainability, wellness, and equality. Known worldwide for its beaches, vibrant culture, and luxury hospitality, Phuket is increasingly becoming a leading hub for the global MICE industry – meetings, incentives, conferences and exhibitions.

Supported by the Thailand Convention and Exhibition Bureau (TCEB), the southern Thai island has successfully secured bids to host three high-profile international gatherings. These conferences will position Phuket at the centre of global conversations about sustainable tourism, well-being, and diversity, while strengthening Thailand’s standing as a world-class destination for international events.

The three global conferences scheduled for Phuket in 2026 will bring together international leaders, policymakers, tourism experts, wellness innovators, and equality advocates from around the world.

Major International Conferences Coming to Phuket

Phuket will host three prestigious conferences representing major global agendas. These events are expected to attract approximately 2,100 international participants, generate an estimated economic impact of 351.40 million baht, and create around 484 jobs for the local economy.

The Global Sustainable Tourism Conference (GSTC) 2026 will take place from April 21 to April 24, 2026. Organised by the Global Sustainable Tourism Council and hosted locally by the Sustainable Tourism Development Foundation (STDF) with support from TCEB, the event will be held at the Royal Phuket City Hotel and Courtyard by Marriott Phuket Town. The conference will focus on sustainable tourism practices, environmental stewardship, and responsible travel development worldwide.

The InterPride General Meeting and World Conference 2026 will be held from October 28 to November 1, 2026 at Duangjitt Resort and Spa. Organised by the International Association of Pride Organizers (InterPride), the event will be co-hosted by Naruemit Pride Co., The Foundation for the SOGI Rights and Justice (FOR-SOGI), and Andaman Power Association Phuket. This conference will promote equality, diversity, and inclusion while highlighting Phuket’s welcoming multicultural atmosphere.

The Global Wellness Summit (GWS) 2026 is scheduled for November 10 to November 13, 2026. Organised by the Global Wellness Institute, the summit will bring together leaders from the global wellness, health, and hospitality sectors. Key Thai partners supporting the event include the Department for Thai Traditional and Alternative Medicine under the Ministry of Public Health, TCEB, and the Tourism Authority of Thailand.

Advancing Sustainability, Wellness and Equality

press conference hosted by (TCEB)

Hosting these three international conferences reflects Phuket’s growing reputation as a destination capable of leading global conversations on critical issues shaping the future of tourism and society.

Sustainability remains a major priority for Phuket. The island has built a strong network of tourism operators, hotels, and local communities committed to sustainable tourism development. Phuket is also working with the United Nations Development Programme to establish Sustainable Development Goals through 2030, while participating as a pilot city in the National Ecosystem Assessment initiative to preserve biodiversity across the island.

The Global Wellness Summit will reinforce Thailand’s national strategy to develop a thriving wellness economy. Phuket already boasts world-class wellness resorts, medical tourism facilities, luxury spas, and holistic health programs that attract travellers seeking rejuvenation and long-term health benefits.

Meanwhile, the InterPride World Conference highlights Thailand’s progress in promoting equality and inclusion. With ongoing developments in equal marriage legislation and broader LGBTQIA+ rights initiatives, Phuket’s welcoming and multicultural environment positions the island as a leading inclusive destination in Asia.

Phuket Emerges as a Model MICE City

According to Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau, Phuket’s success in securing these conferences demonstrates the island’s capacity to host large-scale global events while supporting meaningful international agendas.

Phuket’s MICE strategy focuses on leveraging international conferences as a driver for economic growth, investment opportunities, and knowledge exchange. By attracting global events beyond Bangkok, Thailand continues to diversify its meetings industry while promoting regional destinations with unique identities.

Phuket’s Deputy Governor, Mr. Suwit Phansengiam, emphasised that international conferences generate value far beyond tourism, benefiting local businesses, communities, and the broader economy. The events also strengthen Phuket’s global brand as a sophisticated destination for international meetings and professional gatherings.

Collaboration Driving Phuket’s Success

press conference hosted by (TCEB)

The success in attracting these global conferences has been driven by strong collaboration between government agencies, private sector organisations, and local community networks.

Mr. Phumkit Raktaengam, President of the Sustainable Tourism Development Foundation, highlighted that Phuket’s selection reflects the island’s commitment to implementing long-term development strategies. By combining sustainability initiatives with world-class hospitality and wellness services, Phuket is creating a balanced model of tourism that benefits both residents and visitors.

These conferences will not only boost the island’s global reputation but also strengthen Thailand’s position as a trusted destination for international events that align with major global priorities.

As the world increasingly focuses on sustainability, well-being, and equality, Phuket is stepping forward as a destination capable of hosting important global conversations while offering an inspiring tropical setting.

Phuket’s Global Role in the Future of Events

With the arrival of these three international conferences in 2026, Phuket is poised to become one of Asia’s most influential MICE destinations. The island’s combination of natural beauty, modern infrastructure, luxury hospitality, and strong sustainability initiatives creates an ideal environment for global gatherings that aim to shape the future.

From sustainable tourism leadership to wellness innovation and inclusive global dialogue, Phuket is positioning itself not only as a world-famous holiday destination but also as a platform for meaningful international collaboration.

Web: https://www.tceb.or.th
Email: pr@tceb.or.th

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Thailand Business Events, Reimagined: Why TCEB Belongs on Your 2026 Travel Radar at AIME 2026

From beachfront escapes and temple-lined streets to world-class hospitality, Thailand has always been a destination that captures attention. Now, it’s also capturing the global spotlight as one of Asia’s most exciting business events hubs, and the Thailand Convention and Exhibition Bureau (TCEB) is leading the charge.

At AIME 2026, TCEB is showcasing a fresh, future-focused vision for Thailand’s meetings, incentives, conferences and exhibitions sector, proving that business travel can be seamless, inspiring and genuinely unforgettable. For Australian event planners and corporate decision-makers, it’s the perfect moment to rethink what’s possible when you pair professional outcomes with a destination that truly delivers.

Why TCEB is One of the Most Valuable Connections at AIME 2026

AIME has become the place where the Asia-Pacific business events industry comes together to shape the year ahead, and TCEB’s presence is a standout for organisers looking beyond the obvious.

TCEB represents Thailand’s business events capabilities at a national level, connecting international buyers with trusted suppliers, venues, destination partners and experience providers. For planners, this means clearer pathways to building an event program in Thailand that feels polished, creative and well-supported from start to finish.

Thailand is already a familiar favourite for leisure travel, but through TCEB, it becomes a strategically smart option for conferences, incentives, exhibitions and executive retreats.

Thailand’s Winning Formula: Convenience, Value and Wow-Factor

Thailand Convention and Exhibition Bureau

What makes Thailand such a compelling business events destination in 2026 is the way it combines efficiency with experience.

Thailand offers strong international flight access, modern infrastructure and a mature hospitality industry that understands how to deliver at scale. It’s also a destination where delegates can move effortlessly from meetings to memorable moments, whether that’s rooftop dining in Bangkok, cultural immersion in Chiang Mai, or a post-event reset on an island resort.

For Australian businesses and associations, this balance matters more than ever. Delegates want more than a conference room. They want a reason to be excited about attending, and Thailand makes attendance feel like a reward.

Bangkok and Beyond: Destinations That Match Every Event Style

Thailand’s business events appeal isn’t limited to one city. It’s a destination with variety, and that’s where organisers gain flexibility.

Bangkok remains a powerhouse for major conferences and exhibitions, with large-scale venues, premium hotels and a fast-paced energy that suits big agendas. Chiang Mai offers a calmer setting for incentives and creative retreats, where cultural experiences can be built into the program. Phuket and Pattaya bring resort-style options that make it easy to combine business sessions with downtime, networking and team connection.

With TCEB supporting the broader picture, Thailand becomes a destination where organisers can tailor not only the event content, but also the mood, the setting and the delegate journey.

Incentive Travel in Thailand: The Reward That Feels Effortless

Thailand Convention and Exhibition Bureau

Incentive travel is evolving, and in 2026 it’s about meaningful experiences, not just luxury for luxury’s sake. Thailand is perfectly positioned for this shift.

Groups can enjoy curated cultural experiences, wellness and spa journeys, high-end dining, private tours, nature-based adventures and memorable celebration events, all delivered with the warm service Thailand is famous for. It’s the kind of destination where the logistics can stay smooth, while the experience feels rich and rewarding.

For companies aiming to motivate teams or recognise top performers, Thailand delivers that high-impact emotional return that incentive travel is designed to create.

What to Ask TCEB at AIME 2026

AIME is all about making smart connections quickly, and TCEB is a strong starting point for planners exploring Thailand for upcoming events.

If you’re meeting the team at AIME 2026, consider asking about destination suitability for your group size, venue options for different event formats, incentive-friendly experiences, seasonal planning considerations, and the best ways to create a uniquely Thai program that delegates will remember.

The most successful business events are the ones that feel purposeful, well-paced and human. Thailand’s culture naturally supports this style of travel, and TCEB’s role is to help bring those ideas to life.

Thailand in 2026: A Business Events Destination Worth Watching

AIME

Thailand’s strength as a business events destination is no longer just about affordability or convenience. It’s about how well it aligns with what modern delegates want.

They want connection, culture, comfort and experiences that feel personal. They want destinations that are easy to reach, easy to enjoy and worth stepping away from the office for. Thailand delivers all of this, and TCEB is helping shape the next chapter of how the world experiences the country through business travel.

For Australians attending AIME 2026, this is the time to put Thailand back on the radar, not just as a holiday destination, but as a powerful platform for meetings, incentives and events that leave a lasting impression.

Web contact details:
Thailand Convention and Exhibition Bureau (TCEB): https://www.tceb.or.th/  https://www.businesseventsthailand.com/

AIME (Asia Pacific Incentives and Meetings Event): https://aime.com.au/

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FY2025 Marks Remarkable Milestone for Thailand Securing 30 Int’l Large-Scale Events Across MICE Sectors and Mega-Event

Bangkok

Fiscal year 2025 marks another significant milestone for TCEB, reaffirming Thailand’s status as a premier and preferred MICE and mega-event destination. During the year, the country successfully secured 30 major international events spanning all MICE sectors and mega-events. With conferences scheduled through 2029, these achievements reflect long-term confidence from international partners and the strength of Thailand’s collaborative MICE ecosystem.

Mrs. Supawan Teerarat, President of Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, said, “FY2025 demonstrated Thailand’s strategic vision and strong appeal as a host for a series of future international MICE and mega-events. Securing hosting rights in the financial year 2025 illustrates global confidence in our MICE ecosystem and underscores TCEB’s commitment to leveraging MICE as a catalyst for professional, business and economic growth, enhancing Thailand’s reputation and influence on the global stage for years to come.”

According to Mrs. Supawan, during FY2025 (October 2024 – September 2025), Thailand won the rights to host a total of 30 international events with a combined 109,000 pax and an estimated economic impact valued at 9,845 million baht. The wins span all MICE sectors – meetings, incentives, conventions, exhibitions – and mega events. In the Meetings & Incentives (MI) sector, the Amway Leadership Seminar in Bangkok, scheduled for March–April 2026, will welcome over 10,000 delegates from China. In the Conventions (C) sector, the International Dragon Award Annual Conference 2027 in Bangkok is expected to draw 7,500 overseas delegates. In the Exhibitions (E) sector, Gastech 2026 in Bangkok will host around 50,000 participants. Thailand has also secured two mega-events, with Chiang Rai confirmed as the venue for the Spartan SUPER World Championship, to be held from 2026 to 2028. This event is expected to draw approximately 60,000 athletes and delegates in combination from 50 countries worldwide during the three consecutive years. The other is Tough Mudder, scheduled in Pattaya, which is expected to attract 16,000 pax.

Bangkok

In addition to these headline events, other notable conventions expected to draw over 1,000 overseas delegates include the 63rd World Boxing Council Annual Convention 2025 and the 1st World Boxing Council MuayThai Convention 2025, with 2,000 expected participants; the 31st Congress of the Federation of Asian Pharmaceutical Associations (FAPA 2026), attracting 2,000 delegates; the Asian Pacific Orthodontic Congress (APOC 2028), with 1,200 expected attendees; and the Congress of the World Society for Reconstructive Microsurgery 2029 (WSRM 2029), expecting 1,500 participants.

“Winning the rights to host conferences over the next four years, such as WSRM 2029, demonstrates strong international confidence in the country as a premier and preferred MICE destination. These successes reflect a collaborative MICE ecosystem that ensures events meet evolving business needs. From Gastech, involving the Ministry of Energy, to the Amway Leadership Seminar with the Tourism Authority of Thailand’s tailored 'Slow Living of Bangkok' program, the Kingdom showcases trusted capability, professionalism, and world-class standards. Meanwhile, the northern city of Chiang Rai hosting the Spartan SUPER World Championship from 2026 to 2028 underscores the nation’s capability to deliver major events beyond the capital,” added Mrs. Supawan.

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

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Thailand Launches "Meet Well in Thailand" Campaign Showcase of Thriving MICE Ecosystem Delivering Greater Values for Planners and Visitors

The Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, unveiled at IBTM World 2025 “Meet Well in Thailand”, a landmark campaign that showcases the power of collaboration between government agencies and the private sector across Thailand’s thriving MICE ecosystem. Rolling out across the country throughout 2026, the campaign unites more than 130 Thai service providers nationwide to deliver enhanced values and enriched experiences for MICE planners and business travellers.

Mrs. Supawan Teerarat, President of TCEB, said, "The 'Meet Well in Thailand' campaign reflects how far our MICE ecosystem has evolved. Built on strong collaboration, it leverages the expertise and resources of diverse stakeholders for maximising event outcomes and return on investment. The initiative not only creates unprecedented value for MICE planners and travellers but also strengthens the positioning of Thailand, showcasing our world-class products and hospitality and highlighting the country's unique offerings. It empowers planners to deliver outcomes that go far beyond a successful business event."

Set to roll out in 2026, the campaign is designed by bringing together more than 130 Thai service providers across the country. It offers the widest range of privileges and special deals ever, spanning wellness programs, accommodations, dining, off-site venues, transportation, shopping, workshops, localised experiences, low-carbon activities and cultural attractions.

The service providers joining the campaign are in 14 city destinations in all four key regions of the country: five established MICE Cities and nine high-potential destinations. It features world-class and award-winning service providers, including 40 five-star hotels and resorts, four wellness establishments, and four leading shopping malls. Highlights of the special deals include up to 20 per cent off wellness programs, 40-80 per cent discounts on shopping, and special group rates for every 15 rooms booked, offering planners and visitors exceptional value and opportunities to maximise return on experience from Thailand's hospitality and local cultural diversity.

The launch of Meet Well in Thailand campaign marks a milestone in TCEB's initiative to build a stronger and more connected MICE ecosystem to deliver greater values. The special deals offered in a vast number of city destinations are reinforced by the fact that a series of flagship international events in 2026 are scheduled to take place not only in Bangkok but also in other regional cities. These include Global Sustainable Tourism Conference, Global Wellness Summit and InterPride's 2026 General Meeting & World Conference in Phuket, the Spartan SUPER World Championship in Chiang Rai and Tough Mudder in Pattaya.

“This is the opportunity for those attending global events in cities across Thailand can maximise privileges under the campaign. For planners, Thailand now has a solid foundation of more capable cities for future events. They have a wider range of destination options that can be tailored to their agendas and interests or combined with scheduled flagship events in each host city, creating more value and flexibility for every MICE program," said Mrs. Supawan.

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

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TCEB, TAT, TG, and DITP Launch “SPICE UP THAI FEST” to Elevate Thai Festivals Worldwide Through Thai Restaurant Global Network

The Thailand Convention and Exhibition Bureau (Public Organization) or TCEB, joining forces with key partners, the Tourism Authority of Thailand (TAT), the Department of International Trade Promotion (DITP), and Thai Airways International Public Company Limited (THAI), has launched the SPICE UP THAI FEST campaign, designed to inspire global travellers to immerse themselves in Thailand’s vibrant festival scenes. The campaign leverages the Thai Restaurant Global Network, a key communication and promotional platform, to highlight 14 distinctive aspects of Thai culture and identity worldwide.

Through a strategic approach combining Influencer Marketing, which plays a pivotal role in shaping today’s communication landscape, and the Thai Restaurant Global Network as ambassadors showcasing Thainess and introducing Thai festivals to audiences worldwide, this initiative has led to a landmark collaboration among multiple public and private organisations to promote and elevate Thai festivals on the global stage through the “SPICE UP THAI FEST” campaign. With 55 round-trip air tickets from Thai Airways International being offered, lucky winners will have the chance to immerse themselves in Thailand’s vibrant festivals and explore 14 unique aspects of Thai culture. The campaign targets 14 pilot markets: Australia, Cambodia, Hong Kong, India, Indonesia, Japan, Lao PDR, Malaysia, China, the Philippines, Singapore, South Korea, Taiwan, and Vietnam.

Dr. Supawan Teerarat, President of the Thailand Convention and Exhibition Bureau (Public Organization) or TCEB,said, “SPICE UP THAI FEST marks a new journey for Thailand’s MICE industry, showcasing the power of collaboration between the public sector, private enterprises, and global partners. By harnessing the strengths of Thai cuisine, culture, and the worldwide network of Thai restaurants, the campaign connects people, knowledge, and new opportunities. In today’s rapidly evolving communication landscape, we go beyond simply ‘organising festivals.’ We are creating a platform where Thai restaurants serve as central hubs for a global fan base of Thai food, arts, culture, and lifestyle around the world. At the same time, these festivals act as a catalyst to drive Thailand’s economy, elevate Thai festivals to the global stage, and reinforce the country’s identity as a unique selling point for both the MICE and tourism industries worldwide.”

Ms. Thapanee Kiatphaibool, Governor of the Tourism Authority of Thailand (TAT),said, “Thai cuisine and festivals serve as the first gateway to experiencing the true essence of Thailand’s rich culture. The Spice Up Thai Fest campaign plays a vital role in showcasing the kingdom’s charm through authentic experiences at Thai restaurants worldwide. This initiative fosters awareness, emotional connection, and lasting impressions, while inspiring international travelers to visit Thailand, supporting the national goal of welcoming 36 million visitors by 2026, and advancing the country’s economic growth in line with government policy.”

Ms. Sunanta Kangvalkulkij, Director-General of the Department of International Trade Promotion (DITP), said, “Thai restaurants recognised with the Thai SELECT certification not only serve as a driving force in promoting Thai cuisine to global markets, but also act as key channels for showcasing Thailand’s culinary identity and enhancing the nation’s image across multiple dimensions. By participating in the SPICE UP THAI FEST campaign, which pilots activities through Thai SELECT restaurants in several countries, these establishments play a pivotal role in raising international awareness of Thai festivals among target audiences worldwide.”

Mr. Chai Eamsiri, Chief Executive Officer, Thai Airways International Public Company Limited (THAI), said, “THAI is pleased to support the SPICE UP THAI FEST campaign, which helps provide the delivery of Thai festival experiences internationally through a global network of partners, along with prizes for restaurants and consumers. This initiative highlights Thailand’s role as a cultural hub and celebrates the nation’s pride on the world stage.”

Join the SPICE UP THAI FEST campaign by dining at participating Thai restaurants abroad. Scan the QR code to access www.SpiceUpThaiFest.tceb.or.th, submit a photo with your impressions of Thai cuisine and culture, and complete your platform check-in for a chance to win one of 55 THAI round-trip tickets to experience Thailand’s vibrant festivals firsthand. The campaign runs from November 15, 2025, to January 18, 2026, with winners announced on January 22, 2026. For more details about the campaign, please visit www.SpiceUpThaiFest.tceb.or.th.

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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Thailand Convention and Exhibition Bureau: Support and Solutions for World-Class Events

Thailand Convention and Exhibition Bureau (TCEB)

Thailand has long been a premier destination for international events, and the Thailand Convention and Exhibition Bureau (TCEB) plays a pivotal role in making it happen. As the country’s leading organization for business events, TCEB provides comprehensive support and innovative solutions for meetings, incentives, conventions, exhibitions (MICE), and large-scale festivals.

Comprehensive Support for Every Event

TCEB assists event organizers across a wide range of industries, ensuring seamless execution and an unforgettable experience for attendees. Whether it’s a corporate meeting, an international convention, or a large-scale festival, TCEB offers tailored solutions to meet the needs of businesses and organizations.

• Meetings & Incentives: TCEB supports corporate gatherings and incentive programs by providing venue recommendations, logistical assistance, and unique cultural experiences that enhance networking and team-building opportunities.
• Conventions: From global summits to industry conferences, TCEB helps facilitate world-class conventions by connecting organizers with top-tier facilities, professional services, and government support.
• Exhibitions: As a hub for trade and commerce, Thailand hosts some of Asia’s leading exhibitions. TCEB helps exhibitors and organizers maximize engagement through strategic marketing, business matchmaking, and financial incentives.
• Mega Events & World Festivals: Large-scale events require extensive planning and execution, and TCEB is equipped to provide strategic solutions that ensure successful, high-impact productions.
• MICE Intelligence & Innovation: TCEB is committed to advancing Thailand’s business events industry through research, digital innovation, and sustainability initiatives. By leveraging data-driven insights, TCEB enhances event experiences and boosts the country’s global competitiveness.

Regional Support for Local and International Events

With dedicated regional offices, TCEB ensures that event organizers receive localized support tailored to different destinations within Thailand. Whether in Bangkok, Chiang Mai, Phuket, or Pattaya, TCEB provides expertise and resources to create impactful and well-executed events.

Thailand continues to be a world-class destination for MICE and global gatherings, thanks to the expertise and support provided by TCEB. For those looking to host an event in one of Asia’s most dynamic countries, TCEB stands as a trusted partner in delivering success.

AIME 2025

The Thailand Convention and Exhibition Bureau (TCEB) is set to showcase its world-class MICE capabilities at AIME 2025, the Asia Pacific’s leading business events trade show. As a key exhibitor, TCEB will highlight Thailand’s dynamic event infrastructure, innovative MICE solutions, and government-backed support programs designed to attract international meetings, incentives, conventions, and exhibitions. With a strong focus on sustainability, digital transformation, and strategic industry collaborations, TCEB aims to position Thailand as a premier destination for global business events. Attendees can explore Thailand’s diverse venues, cutting-edge event technologies, and unique cultural experiences, reinforcing the country’s reputation as a top choice for impactful and seamless MICE experiences.

Web: https://www.businesseventsthailand.com/en