TCEB

TCEB Unveils 5 Strategies & 3S Schemes to Propel Thailand's MICE Industry in 2025

On 3rd February 2025, the Thailand Convention and Exhibition Bureau (TCEB) unveiled plans to drive the Thai MICE industry in 2025. The initiative includes five strategies focused on digital and future industries, alongside the introduction of the "3S" schemes - "Stay Longer," "Spend More," and "See You Again." The target is to attract 34 million MICE travellers, generating up to 200 billion baht in revenue.

The announcement took place at a press conference at the Grand Hyatt Erawan Bangkok. Mr. Pasu Loharjun, Chairman of TCEB, commented: "The MICE industry has received high priority from the government, as it is not just part of tourism but a key asset to drive the national economy, a platform for international cooperation and foreign investment, and a tool to strengthen the branding of Thailand on an international scale. The MICE industry is a long-term asset that creates value for the Thai economy."

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB, added: "It is our determination to work closely with all sectors to raise Thailand's competitiveness to meet the needs of global MICE travellers, as MICE is a vital tool to drive the economy." In 2024, Thailand welcomed 25.35 million MICE travellers, generating 148.34 billion baht in income, contributing 1.67% to GDP.

Thailand ranks 26th globally, 6th in Asia-Pacific, and 2nd in ASEAN for ICCA-qualified conventions. It also ranks 1st in ASEAN and 4th in Asia for trade fair space, according to UFI.

TCEB introduced a "top of mind" MICE destination tool, showing Thailand's strengths in categories like event suitability, authentic experiences, and sustainable event management. Thailand is particularly strong in food security, health-tech innovation, and creative soft power.

To strengthen the MICE industry in 2025, TCEB's five strategies are:

  1. Promote MICE through high-value industries and flagship events, targeting markets like the Middle East and BRICS to position Thailand as a global MICE hub.
  2. Develop venues using local identities, creating authentic experiences to drive MICE activities nationwide.
  3. Innovate with Thailand MICE One Stop Service, using data to streamline procedures and expand MICE Lane Service to new locations.
  4. Embrace digital transformation to improve efficiency with Big Data and streamlined office operations.
  5. Promote MICE knowledge and sustainable operations with eco-friendly venues and ESG principles.

TCEB will also implement the 3S schemes - "Stay Longer," "Spend More," and "See You Again" - to drive extended stays, spending, and repeat visits, including market penetration into new markets like BRICS.

With these strategies, TCEB is confident that Thailand will meet its 2025 target of 34 million MICE travellers and 200 billion baht in revenue, reinforcing its position as a premier MICE destination.

Source : TCEB

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