Trends Season 1, Ep 8, TCEB - Thailand Convention & Exhibition Bureau President on the outlook for Thailand's Business Events Industry
- dbcasia
- Feb 25
- 3 min read
TCEB's 2023 marketing campaign, "Thailand MICE To Meet You," has played a pivotal role in boosting the MICE industry as Thailand welcomes the world through four strategic approaches.
Khun Chiruit highlighted the organization's commitment to supporting Thailand's economic growth by fostering both domestic and international MICE events. Through collaborations with public and private sector alliances, TCEB has crafted a comprehensive strategy comprising four main pillars:
TCEB has a five-year action plan (2023-2027) under the TCEB Go strategy, aiming to promote Thailand as a premier MICE destination globally. This strategy focuses on innovation and sustainability to aid in the industry's recovery.
Thailand as Global MICE Leader: TCEB is positioning Thailand as a top-tier destination for world-class MICE events, contributing to the country's economy. This involves attracting international events, such as the International Horticultural Expo 2026, and collaborating with government agencies for major conventions.
Creating Destination Competitiveness Through Diverse Local Identity: TCEB collaborates with local communities to enhance MICE capabilities across various regions, promoting unique local experiences and festivals, diversifying MICE destinations.
Executing Innovative MICE Solutions: TCEB is dedicated to improving Thailand's MICE industry's global competitiveness through digital innovation, fostering digital skills and enhancing efficiency with initiatives like the MICE Intelligence Center and Thailand MICE One Stop Service.
Building an Agile and High-Performance Organization: TCEB is transforming into an agile and high-performing organization by aligning work processes, emphasizing professional and ethical development, and striking a balance between the working environment and personnel development.
Going for MICE Sustainability: TCEB is committed to transforming Thailand's MICE industry by promoting sustainability and environmental responsibility, aiming for international sustainability certifications and supporting sustainable event management practices.
Apart from the TCEB Go strategy, TCEB’s "Thailand MICE to Meet You Year 2023" campaign has stimulated the economy through a wide range of MICE events. These events include conferences, training programmes, professional meetings, exhibitions, corporate events, and festivals, which generate revenue and job opportunities across the country.
One noteworthy event on the horizon is the National MICE Day, scheduled for 26 April 2024. This event will emphasize the significance of the MICE industry for Thailand's development, featuring experts in technology and sustainability to share valuable insights, with over 400 representatives from the MICE sector expected to attend.
To date in 2023, the Exhibitions sector has performed the best in the MICE sector.
Looking ahead, Mr. Chiruit shared ambitious goals, stating that the TCEB Go strategy aims for the fiscal years 2023-2027 to attract 160 million MICE travellers to Thailand, generating total revenue of over 945.00 billion Thai baht. The future of Thailand’s MICE lies in Authenticity and destination High Value proposition.
Stay tuned as we witness Thailand's journey towards becoming a global MICE leader and a sustainable MICE destination, promoting economic growth and innovation while fostering local development and environmental responsibility. Subscribe, like, and share to stay updated on the latest MICE trends and developments in Thailand!
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