On 19 May 2026, at IMEX Frankfurt 2026, the Thailand Convention and Exhibition Bureau (TCEB) officially launched its new global MICE brand, “MaxiMICE Thailand – From Potential to Exponential”, reinforcing Thailand’s position as a leading destination for impactful and future-ready business events.

The new brand reflects Thailand’s ambition to transform business events into opportunities that create long-term value for organisers, delegates, industries, and communities worldwide. Built around three strategic pillars — MaxiMICE Your Convenience, MaxiMICE Your Experience, and MaxiMICE Your Impact — the campaign highlights Thailand’s strengths in connectivity, creativity, sustainability, and collaboration.

Dr Supawan Teerarat, President of TCEB, stated that the initiative is rooted in the bureau’s vision of positioning Thailand as “Global Asia’s platform” for impactful and sustainable events. She emphasised that modern business events are no longer measured solely by attendance figures, but by the quality of outcomes, partnerships, and long-term impact they generate. The initiative also supports global agendas across sectors such as energy, finance, wellness and longevity, diversity, equity and inclusion (DEI), sustainability, and food security.

The MaxiMICE Your Convenience pillar focuses on Thailand’s accessibility, infrastructure, digital capabilities, and strong government support. Under TCEB’s “Government-Ready” campaign, several international conferences scheduled in Thailand throughout 2026 are being hosted or supported by Thai ministries and provincial agencies.

Meanwhile, MaxiMICE Your Experience showcases Thailand’s ability to deliver immersive experiences beyond the meeting room through its nationwide network of MICE Cities and local communities. In partnership with the Thailand Incentive and Convention Association (TICA), Thailand continues to offer meeting planners highly creative and culturally driven event experiences.

The MaxiMICE Your Impact pillar highlights Thailand’s commitment to measurable sustainability outcomes, including decarbonisation, carbon footprint management, ISO-certified standards, and capacity-building initiatives across the Thai MICE industry. TCEB also announced its participation in the “Net Zero Carbon Initiative” partnership with GDS-Movement and JMIC at IMEX Frankfurt 2026, reinforcing its commitment to achieving long-term sustainability goals.

The launch comes at a significant time for Thailand’s Business Events industry. According to the 2025 ICCA Report, Thailand remains the top meeting destination in ASEAN and ranks fifth in the Asia-Pacific region, hosting 171 international conferences. Bangkok was also recognised among the world’s top cities for medical science meetings, while the Cvent 2026 Ranking Report placed Bangkok second among Asia-Pacific meeting destinations.

Source : TCEB