TCEB unveils MICE plans in 2025

Thailand, 3rd February: The Thailand Convention and Exhibition Bureau (TCEB) has recently unveiled plans to drive Thai MICE industry in 2025, to reach 34 million pax domestic and overseas MICE travellers, generating 200 billion baht (US$6.0 billion) in revenue for the year.

TCEB highlighted five strategies focusing on digital and future industries:

1)    Promoting MICE through high-value industries and flagship events, attracting mega events and focusing on new potential markets.

2)    Developing venues, organising marketing activities.

3)    Using innovation-driven development, raising capacities with Thailand MICE One Stop Service, resulting in reduced unnecessary procedures, and expanding MICE Lane Service to new areas.

4)    Developing system and workflow with digital transformation and Streamline Office Operations.

5)    Elevating MICE knowledge and sustainable operation in accordance with the principle of Environmental, Social, and Governance (ESG) and designing environment-friendly MICE venues.

In addition, TCEB also introduced 3s schemes: “Stay Longer”, “Spend More” and “See You Again”. It targeted on BRICS as a promising new market as well.

Mr. Pasu Loharjun, Chairman of the Board, TCEB, stated, “The MICE industry has received high priority from the government, as it is not just part of tourism but a key asset to drive the national economy, a platform for international cooperation and foreign investment and a tool to strengthen the branding of Thailand on an international scale. MICE industry is a long-term asset that creates value for the Thai economy.”

According to TCEB, in 2024, Thailand attracted a total of 25,350,288 local and overseas MICE travellers, generating 148 billion baht (US$4.4 billion) of income and contributing over 309 billion baht (US$9.2 billion), or 1.67% gross domestic product (GDP).