TCEB

The 3Ls driving Thailand's MICE forward

TCEB aims to attract more meeting and incentive visitors through the "3Ls" strategy

Thailand Convention and Exhibition Bureau (TCEB) will be showcasing the country as a high-value destination focused on what the organisation has coined the "3Ls":

Larger than Life is about making each moment of an experience count, says TCEB: "It adds a dimension of meaning to the meeting and incentive trip, and the team's achievements ripple beyond the office, positively impacting the environment and communities."

Localised experiences are aimed at deepening connections with Thailand, and about fostering immersion with the location. "Thailand is known for its vibrant culture, delicious food, and warm hospitality. Through this, travellers can experience the authentic Thai way of life through experiences provided by local communities."

Finally, Lasting Change encourages travellers to create unforgettable memories and drive socially responsible actions for lasting change. "Travel is as much about memories as it is about the destination; travellers can create moments that leave an indelible mark on their soul, and stories that they can carry back, share, and cherish for years."

The 3Ls aim to achieve net-zero carbon emissions and foster sustainable practices, driving sustainable development between the MICE industry and local communities by launching community engagement programmes, encouraging MICE sustainability alliance-building, and setting a National and International Sustainability Standard for Thai MICE operators.

TCEB has also collaborated with over 50 attraction and sightseeing suppliers in Thailand to offer the concept of "one trip, multiple locations" to M&I groups.

Two Thai MICE Cities will be hosting UNESCO Creative Cities Network (UCCN) Conference, with Phuket on gastronomy in May 2024 while Chiang Mai on craft and folk arts in 2025, each drawing on its traditional cultural assets.

Seven Thai festivals have recently earned awards from International Festivals and Events Association - Asia, possible "experience products" for future MICE groups if events are planned in the same duration with the festivals.

At The Meetings Show Asia Pacific, TCEB will be joined by five other exhibitors, including Bangkok Marriott Marquis Queen's Park, Hyatt Regency Bangkok Sukhumvit, Montien Hotel Bangkok, Journey to Asia, and True Icon Siam.