Dear TICA Members,
Sawasdee krub.

The road to success in Thailand's business events industry is paved with innovation, strategic thinking, and a keen understanding of market trends. As we step into 2025, it is imperative that we embrace a forward-thinking approach to ensure our continued growth and global competitiveness.

The Thailand Convention & Exhibition Bureau (TCEB) has set a bold vision for 2025-one that calls for strategic excellence and adaptability. In 2024, Thailand's MICE sector has made significant strides, welcoming 25.35 million business event travelers and generating 148.34 billion baht in revenue. This success is a testament to key contributing factors such as free visa policies, enhanced air connectivity, and greater accessibility to secondary destinations. However, maintaining this momentum requires us-the driving forces behind Thailand's business events industry-to elevate our efforts even further.

While Thailand has secured a strong position in the exhibitions market, ranking 4th in Asia after Japan, India, and Korea, our global ranking at 26th indicates room for improvement. We must strive not only to climb the rankings but also to solidify Thailand's reputation as a premier global MICE destination.

TCEB President Khun Chiruit Isarangkun Na Ayuthaya has emphasised the importance of collaboration across all sectors to enhance Thailand's global competitiveness. He noted that MICE is a crucial economic driver, contributing 309 billion baht (1.67% of GDP) in 2024 alone. This underscores the necessity for us to remain proactive, innovative, and aligned with shifting market demands.

While the numbers are impressive, the drive to excel and achieve even greater success remains strong. TCEB has set an ambitious target for this year, aiming to attract 34 million MICE travelers and generate 200 billion baht in revenue. Achieving this goal will not only boost Thailand's business events sector but also elevate the country's global ranking to 23rd place.

For those involved in incentive travel, the landscape is evolving rapidly. Buyers today are seeking fresh, unique, and undiscovered destinations. Creativity is no longer optional-it is essential. The ability to curate experiential, highly Instagrammable moments will set successful businesses apart. It's time to think beyond traditional offerings and craft unforgettable journeys that cater to the modern traveler's expectations.

New markets present endless opportunities for growth, and now is the time to seize them. The Middle East and BRICs nations are emerging as high-potential markets, offering lucrative prospects for expansion. By adopting a targeted and strategic marketing approach, we can unlock significant returns and establish a stronger global presence.

As we look ahead, our collective success depends on how well we analyze market trends, refine our strategies, and adapt to the changing demands of the industry. Let's push the boundaries, seize new opportunities, and set new benchmarks for Thailand's business events industry in 2025. I am confident that with our available resources, creativity, and Thailand's exceptional advantages, we will not only achieve this goal but also make 2025 a remarkable success.

Warm regards,
Mr. Sumate Sudasna
President, Thailand Incentive and Convention Association (TICA)