As we enter the final quarter of the year, it is both timely and important to reflect on Thailand’s achievements in the MICE sector while acknowledging the challenges that remain. Though Thailand continues to hold its position as the most sought-after MICE destination in ASEAN, yet certain external factors — such as the strengthening Baht —remain beyond our control. Nevertheless, focused efforts in training, destination marketing, and the creative enhancement of our offerings have enabled the industry to perform significantly better than last year.

The sector has gained renewed momentum with the fresh policies introduced by both TICA’s new President and TCEB’s new President, whose leadership has brought forward innovative ideas and bold strategies to shape the future.

TICA President Khun Prachoom Tantiprasertsuk has laid out a clear vision built on five key values: Talent Development, Innovation, Collaboration, Contribution, and Agility. In parallel, TCEB President Dr. Supawan Teerarat has introduced five strategic pillars for 2025, providing Thailand’s MICE industry with sharper direction and purpose.

TCEB’s latest strategies include:

• High-Value Flagship Events: Positioning Thailand as a hub for world-class business gatherings.
• Expansion into New Markets: Targeting BRICS nations and the Middle East to diversify visitor sources.
• Authentic Venue Development: Enhancing venues with local cultural identity.
• Digital Transformation: Leveraging data-driven solutions to streamline operations.
• Sustainability & ESG: Embedding environmental and social responsibility into MICE operations.

These are further reinforced by TCEB’s 3S Schemes—Stay Longer, Spend More, See You Again—which aim to extend visitor stays, boost per capita spending, and foster repeat visits. At the same time, investment in infrastructure beyond Bangkok, including Phuket, Chiang Mai, and Udon Thani, as well as the development of dedicated “MICE Lane Services” at key airports, underscores Thailand’s nationwide commitment to the sector.

TICA’s ongoing initiatives, such as the recent Business Connect Event in Pattaya, continue to play a vital role in strengthening Thailand’s MICE industry. By bringing together more than 50 industry leaders, the event fostered meaningful opportunities for knowledge exchange, collaboration, and innovation—helping to set a strong foundation for the sector’s continued growth. With this momentum, TICA remains committed to advancing the capabilities of Thailand’s MICE industry and ensuring its global competitiveness.