TCEB unveils 5 strategies & 3S schemes to drive Thai MICE industry in 2025

3 February 2025: TCEB unveils plans to drive Thai MICE industry in 2025, highlighting 5 strategies focusing on digital and future industries and 3s schemes - “Stay Longer,” “Spend More” and “See You Again” and eyeing on BRICS as a promising new market. The overall aim is to generate more revenue and achieve higher destination ranking in Asia. It is targeted that domestic and overseas MICE travelers in 2025 will reach 34 million pax in total, generating up to 200 billion baht in revenue. 

The plans were announced during the press conference today at the Grand Hyatt Erawan Bangkok. The press conference was opened by Mr. Pasu Loharjun, Chairman of the Board, Thailand Convention & Exhibition Bureau (Public Organization) or TCEB. He stated that:  “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.”

Mr. Chiruit Isarangkun Na Ayuthaya, President of TCEB, said “It is our determination to work closely with all sectors to raise Thailand’s competitiveness to meet the needs of global MICE travelers, as MICE is a vital tool to drive the economy. In 2024, the number of local and overseas MICE travelers to Thailand totaled 25,350,288, generating 148,341 million baht of income and contributing over 309,000 million baht, or 1.67% to gross domestic product (GDP).  

As for Thailand’s ranking on the global stage, according to the 2023 statistics of International Congress and Convention Association (ICCA), Thailand ranked the 26th in the world, 6th in Asia-Pacific and 2nd in ASEAN with 143 ICCA-qualified conventions. On the part of UFI, the leading global association for the exhibition industry, Thailand ranked the 1st in ASEAN and the 4th in Asia in terms of trade fair space.

TCEB also developed a measuring tool for “top of mind” MICE destinations in Asia. The result showed that Thailand gained a top-of-mind position in categories such as a country suitable for hosting events, authentic local experiences, and sustainable event management. For the potential of holding events of high-value industry, Thailand is outstanding in food security, health-tech innovation, and creative soft power.

To further strengthen the MICE industry in the fiscal year 2025, Mr. Chiruit stated that TCEB is implementing the following five strategies: 

1) Promoting MICE through high-value industries and flagship events, attracting mega events and focusing on new potential markets such as the Middle East and BRICS to establish Thailand as an international MICE hub.

2) Developing venues by using identities of each local area, organizing marketing activities to create authentic experience which will create opportunities and ignite MICE activities nationwide.

3) Using innovation-driven development, raising capacities with Thailand MICE One Stop Service which will be driven by data-driven experience, resulting in reduced unnecessary procedures, and expanding MICE Lane Service to new areas such as Phuket, Chiang Mai and Udon Thani airports. 

4) Developing system and workflow with digital transformation by using Big Data and Streamline Office Operations to increase management efficiency which will answer the needs of operation in the digital age.

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

“For the schemes to make MICE industry contribute to economic growth and elevate Thailand to a top-ranking destination in Asia, TCEB will implement 3s schemes - “Stay Longer” to promote MICE travelers to stay longer, “Spend More” to promote more spending and “See You Again” to incentivize return visits. A range of activities and operations have been planned for the success of these schemes, such as Pre & Post Tour development, marketplace creation and market penetration into new potential markets such as BRICS, of which Thailand has recently become a member. The group holds more than 200 annual meetings. We are confident that the Thai MICE industry will continue to be a significant economic driver, increasing Thailand’s competitiveness and that the target of 34 million MICE travelers generating  200 billion baht revenue will be achieved in the fiscal year 2025,” said President of TCEB.