Thailand Convention & Exhibition Bureau (TCEB) Unveils Ambitious Strategy to Boost Domestic MICE Market


In a bold move to capitalize on the thriving Meetings, Incentives, Conferences, and Exhibitions (MICE) industry, the Thailand Convention & Exhibition Bureau (TCEB) has announced a comprehensive new strategy aimed at expanding the domestic market. TCEB President Chiruit Isarangkun Na Ayuthaya expressed the organization’s recognition of the pivotal role played by the domestic MICE sector, which has exhibited a steady growth rate of approximately 5% between 2017 and 2019. Citing a surge in event organization and an influx of travelers across all corners of Thailand, TCEB has undergone a restructuring process and devised a meticulous plan to propel the domestic MICE industry to new heights under the banner “New MICE Perspectives – Discover Your MICE Experience in Thailand.”

At the core of TCEB’s revamped approach lies a focus on fostering connections to broaden market opportunities and foster collaborative success within the industry. To this end, TCEB has established a dedicated Domestic MICE Market Promotion Department entrusted with a comprehensive mission encompassing product and service development, venue selection, local business and community support, promotional marketing, assistance programs, and effective marketing communication.

The strategy for upgrading the domestic MICE industry revolves around several key elements. Firstly, TCEB aims to spur business growth by embracing innovation, leveraging new platforms, and devising a sustainable model for long-term success. Secondly, the organization seeks to strengthen collaboration between Thailand and its international partners through the expansive MICE Development Committee network. This move is expected to create a favorable environment for industry players and facilitate mutually beneficial relationships. Thirdly, TCEB is committed to providing comprehensive support and nurturing for MICE businesses, thereby laying the groundwork for a robust industry master plan. Lastly, TCEB recognizes the importance of long-term economic and societal value by developing the industry’s Ecosystem Architecture, which ensures the sustainability of destinations and locations while maximizing their potential.

Chiruit elaborated on TCEB’s regional presence, stating that the organization presently operates four regional offices across Thailand, strategically located in the Northern, Northeastern, East-West-Central, and Southern regions. These regional offices play a pivotal role in coordinating and implementing TCEB’s initiatives on a local level.

Highlighting the significance of the domestic MICE sector, Chiruit emphasized its contribution to driving Thailand’s overall economy, particularly the grassroots economy. The sector’s robust growth creates employment opportunities, generates income, and enhances the quality of life for local communities. These factors are deemed integral pillars of sustainable national development, making the domestic MICE market a powerful engine of growth and progress.

With the unveiling of its ambitious strategy, TCEB aims to position Thailand as a premier MICE destination and reinforce its standing as a global hub for business events. By tapping into the country’s vibrant domestic market, TCEB endeavors to unleash the full potential of the MICE industry, propelling Thailand to new heights and cementing its reputation as a leading player on the global stage.


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