Thailand’s MICE industry is set for a major boost as the Thailand Convention and Exhibition Bureau (TCEB) and the Tourism Authority of Thailand (TAT) launch their joint “Thailand Power Up” campaign. Running from October 2025 to July 2026, the initiative offers new incentives and support for long-haul and short-haul meeting and incentive organisers. The collaboration aims to attract 65,000 travellers and generate about 4.29 billion baht (USD 132 million) in revenue.
The partnership was announced following a press conference welcoming the Amway Leadership Seminar – Bangkok by Amway China, which will bring over 10,000 delegates to the Thai capital in early 2026. The Thailand Power Up campaign highlights Thailand’s commitment to becoming a world-class MICE destination, driving sustainable growth and enhancing its global competitiveness.
Dr Supawan Teerarat, President of TCEB, said: “Collaboration with TAT is a key strategy in strengthening Thailand’s MICE ecosystem. Our goal is to ensure event success through measurable Return on Investment and Return on Experience, while delivering exceptional participant experiences. Together, we aim to build a sustainable and globally competitive MICE industry that supports the national economy.”
The campaign provides financial and non-financial support, including souvenirs from local communities, MICE Premium Lane Service, coordination with government agencies, and Thai cultural experiences.
As part of the collaboration, TCEB and TAT will co-host inVOYAGE Global 2026 at The Peninsula Bangkok from 17–20 April 2026, welcoming 200–300 senior MICE professionals from around the world. They will also host international roadshows in 2026 across key markets, including China, Taiwan, Korea, Germany, the UK, and Kazakhstan, reinforcing Thailand’s position as a premier, high-value MICE destination.
