SUSTAINABILITY

Thailand Leads the Way in 'Meet Well' MICE Experiences

Thailand is redefining the MICE experience with its new 'Meet Well' campaign, focused on wellness, sustainability, and local immersion. At The Meetings Show Asia Pacific (TMS APAC) 2025, the Thailand Convention and Exhibition Bureau (TCEB) will showcase the country's wellness-driven, sustainable, and localised offerings.

Located at Stand F20, the Thailand pavilion will feature 10 exhibitors from Bangkok and Phuket, including hotels, DMCs, venues, and airlines. “Both MICE cities are maximising opportunities with world-class properties, wellness services, and unique venues,” said TCEB President Chiruit Isarangkun Na Ayuthaya.

Among the highlights are the Phuket Vegetarian Festival, honoured with the Pinnacle Award 2025 (Asia-Pacific Traditional Festival), and the Night at the Museum of Bangkok, awarded for Asia Culture and Heritage Night. The launch of The Southern MICE District: Phuket Series divides the island into four themed zones to create more tailored MICE experiences.

The 'Meet Well' campaign responds to increasing demand for high-value, wellness-centric, and sustainable events. Its four core values are wellness, well-balanced itineraries, well-connected destinations, and a warm welcome. Initiatives include low-carbon activities, dual-city MICE routes by rail, and experiences that connect delegates with local communities and sustainable practices.

TCEB is also implementing capacity-building programmes on carbon footprint management for MICE entrepreneurs, offering tools, platforms for carbon calculation, and connections to consultancy networks. Since launching its green meetings initiative in 2013, Thailand's MICE industry has offset 50,000 tons of CO₂ equivalent.

Source : M&C / ASIA