At IMEX Frankfurt 2025, the Thailand Convention and Exhibition Bureau (TCEB) unveiled its new business events initiative, Meet in Thailand: Your Success, Your Moment, introducing the “3M” concept—MaxiMICE, Meaningful, and Memorable—to enhance the value and impact of hosting events in Thailand.
Announced during a press conference on 20 May, Mr Puripan Bunnag, TCEB Senior Vice President, highlighted the initiative as a response to the evolving needs of the global MICE industry:
“Our goal is to deliver greater value, stronger returns on investment, and more impactful experiences for event organisers and delegates in Thailand.”
MaxiMICE encourages organisers to tap into Thailand's upgraded infrastructure, including expanded flight connectivity, emerging destinations, certified venues, skilled professionals, and enriched local experiences—all supported by strong government backing.
Meaningful reflects TCEB's commitment to ESG principles, offering sustainable event solutions such as low-carbon MICE routes, certified suppliers, and community-based activities that create measurable, positive impact.
Memorable draws on Thailand's unique blend of culture, hospitality, and innovation, enabling organisers to craft distinctive, experience-led events that leave a lasting impression.
TCEB also announced major developments in Thailand's MICE landscape:
Looking ahead, 2026 will be designated Thailand's MICE Celebration Year, with the country set to host global events including the Udon Thani International Horticultural Expo, IMF and World Bank Annual Meetings, and the Global Sustainable Tourism Conference—further reinforcing Thailand's position as a leading international MICE destination.
Source : TCEB