The Thailand Convention and Exhibition Bureau (TCEB) recently launched its Meet Well campaign at AIME 2025, aimed at capitalising on the post-pandemic growth of Thailand's business events sector by addressing the demand for wellness, sustainability, seamless connectivity, and ROI-driven experiences.

TCEB President Chiruit Isarangkun Na Ayuthaya confirmed that Thailand has re-established itself as a regional leader. “Last year, we welcomed nearly one million business events visitors, with growth from key markets like India and China,” he told TTGmice.

He also highlighted Thailand's success in exhibition space sales, ranking fourth in Asia, further solidifying its position as a top business events destination.

The Meet Well campaign focuses on wellness, capitalising on Thailand's status as a leading wellness destination by integrating luxury experiences, medical treatments, and holistic retreats into business events. Connectivity is also key, with TCEB promoting high-speed rail links between Bangkok and secondary cities like Ayutthaya.

Sustainability plays a central role, with new low-carbon routes and community-driven projects developed in collaboration with the Thai Ecotourism and Adventure Travel Association.

With the business events sector expected to grow at 6.2 per cent annually, TCEB returned to AIME with a pavilion for the first time in four years, featuring 12 leading exhibitors. Demand to participate far exceeded available space, with over 100 Thai suppliers wanting to join.

"We are back in the game and expanding our presence at international tradeshows," said Chiruit, noting UFI research forecasting strong growth in exhibitions and business events across Asia.

Australian event planners are also showing renewed interest, with some large-scale groups in the thousands. To streamline travel, Thailand offers visa-free entry for citizens from over 93 countries and operates an advanced biometric system across six major airports.