Thailand Convention and Exhibition Bureau (Public Organization), or TCEB, unveiled a new direction, performance in sustainability and potential of innovation of Thai MICE industry, including new product development for European market, at IMEX Frankfurt 2024.

Chiruit Isarangkun Na Ayuthaya, TCEB President, said that TCEB has set a new direction of Thai MICE industry, pushing it to be a platform to drive Thailand to become a high-value added destination. The focus is to cement collaboration between Thai MICE industry with future industries, such as food security, health tech, urban mobility and creative soft power so that MICE can serve as a platform to advance the growth and development of these industries, which will strengthen Thai economy and create 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 8 industries – tourism, medical and wellness, agriculture and food, aviation, logistics, future mobility, digital economy, and finance”.

Apart from the new direction, TCEB will update the performance of Thai MICE industry in sustainability. The particular focus is decarbonisation of events Thai MICE industry has been able to avoid carbon emission and undertake carbon offset with measurable results. TCEB will also highlight the progress and potential of Thai MICE industry in advancing innovation for national development and collaboration with overseas markets.

Sustainability and innovation are two key pillars in TCEB’s action plan to drive Thai MICE industry towards more international competitiveness. To prove their value for events, quantifiable impacts of sustainability and concrete potential in innovation must be made and these are the areas where TCEB has been working in collaboration with key stakeholders, according to TCEB President.

To keep abreast of the evolving needs of the European market, TCEB will feature product development and ideas of experience design, maximising the diversity of the country’s MICE cities and potential destinations. New venues, new function space, new attractions will also be on the list.

Chiruit stated that Thailand has maintained its leading position as a global destination, hence, a constant development of infrastructure, facilities and new creativities, which are beneficial for return on investment and return on experience for events.

A total of 36 Thai exhibitors attended IMEX Frankfurt 2024 at Thailand Pavilion Stand A180. They consisted of 20 hotels/resorts, 11 DMCs/organisers, 2 venues, one airline, one association and TCEB, a national CVB. These exhibitors are from Bangkok, Phuket, Pattaya and Phang-nga (Khao Lak).